Bing Ads rolls out Upgraded URLs globally

Soon after Google introduced Upgraded URLs — the URL format that allows users to change tracking parameters in existing ads without affecting the ad’s history or serving by separating the landing page information from the tracking parameters — Bing Ads announced it would adopt them as well. Users have been able to import ads with Upgraded URLs from AdWords since last summer. On Tuesday, Bing Ads announced Upgraded URLs are being rolled out for all ads in all markets.

As in AdWords, there will be separate fields for URLs and parameters:

1. Final URL – This is landing page URL only and replaces the destination URL field. A separate mobile URL can be set as well.

2. Shared Tracking Template – This is where those using URL parameters for tracking add that information. Bing Ads recommends setting this at the account level. For those currently using {param} tracking to capture keywords, you should remove those and instead set up keyword final URLs.

3. Custom Parameters – Advertisers can add more granular tracking information for URLs and reports. Bing Ads has a full list of available parameters to track ad clicks.

Upgraded URLs have a character limit of 2,048 instead of the 1,024 limit of destination URLs. Tracking templates offer an additional 2,048 characters.

If you are using tracking parameters, you can quickly switch to Upgraded URLs from Bing Ads Editor. Instructions are detailed in this support page. If you are using auto-tagging and don’t use any tracking parameters on your URLs, there is no necessary action to take at this point; Bing Ads automatically appends the UTM tags to the end of the URL.

Destination URLs will serve through the end of the year, and transition plans will be coming to get all advertisers migrated to Upgraded URLs in 2017.