Microsoft Advertising Upgraded URLs: Frequently Asked Questions

This article will provide answers to some of the most common questions we receive about the 2016 migration to Microsoft Advertising Upgraded URLs. 

Frequently Asked Questions

What Are Upgraded URLs?

Upgraded URLs allow advertisers to separate tracking parameters on URLs from a single string into smaller building blocks. These URL components show what part of the URL is the specific page the ad will go to separated from the tracking information. Microsoft Advertising upgraded urls will use the same components as Google:

  1. Final URLs: A landing page / click-through URL.
  2. Tracking Templates: A template URL for tracking solutions and extra parameters.
  3. Custom Parameters: User-defined tracking parameters. 

How Are Microsoft Advertising’s Upgraded URLs Different To The Google Equivalent?

Microsoft Advertising has designed Upgraded URLs to be very similar to Google, leveraging the same components and many of the same workflows. Differences between the two publishers tend to be more nuanced around param1 and Microsoft Advertising Shopping Campaigns with more detailed questions below. platform support for both publishers will be similar. 

Is There A Deadline For My Destination URLs To Be Migrated To Upgraded URLs?

Microsoft Advertising has committed that advertisers will be able to use Destination URLs through the end of 2016. Microsoft Advertising has not announced details on an eventual forced migration timeline yet, but advertisers should expect Destination URLs to be deprecated at a later date.

Can I Use {Param1} And Upgraded URLs?

Once an advertiser migrates to Upgraded URLs, she will not be able to use {param1} as a substitute for Keyword Destination URL and should instead fully leverage the benefits of Upgraded URLs with Tracking Templates and Custom Parameters. param1 (as well as param2 and param3) can be used to replace strings of ad copy like Headline or Description.

If you are currently using {param1} as a workaround for Keyword Destination URL, you should work to migrate your Microsoft Advertising accounts to use Destination URL as soon as possible. This will allow a smooth transition for Upgraded URLs, plus Microsoft Advertising’s Expanded Text Ads. There is no direct way to migrate from {param1} to Upgraded URLs.

Will URL Builder And Autocorrect Still Work For Microsoft Advertising?

URL Builder and Autocorrect will work the same way for Microsoft Advertising upgraded objects as it does currently for Google accounts. Prior to migrating to Upgraded URLs, clients can continue to use URL Builder and Autocorrect for Destination URLs without interruption.

How Will Marin Offer Support For The Upgraded URL Migration?

As Upgraded URLs support becomes available in the platform in Q3 2016, we will offer best practices and self-migration guides that can be leveraged directly by clients. You will be able to transition to the new URL format at a time that works best for you and your business by leveraging this documentation.

Prior to this release, you will not be able to effectively manage your campaigns and ads in the Marin application. The platform’s bidirectional sync may bring in incomplete values like http: where ads, keywords, etc are using Tracking Templates and Landing Pages in the meantime. As of August, those advertisers who have set Tracking Templates, Landing Pages or Custom Parameters will see these synced into the app as read-only. A subsequent release in Q3 will allow full management of these values. 

We strongly recommend against moving any of your Microsoft Advertising campaigns to upgraded URLs before full support is available.

Written by Marketing @ Marin Software

Last published at: June 27th, 2023