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Get started: Migrate now to final URLs to improve tracking

Starting in August 2019, Bing Ads will no longer support the ability to create destination URLs at all entity levels (keywords, ads, ad groups and campaigns). By the end of 2019, we’ll begin the process of no longer serving entities with destination URLs.

In preparation for this change, we strongly encourage you to take steps to migrate your existing destination URLs to final URLs. There are some important advantages to taking care of this step:
 
  • More efficient tracking management: Manage and update tracking information for multiple URLs with a single shared tracking template. Turn hundreds or thousands of URL edits into one quick change.
  • Less down time; more conversions and clicks: Updates to tracking templates don't require an editorial review. This means your ads keep running, so you don’t lose out on potential conversions.
  • Additional tracking insights: You can add both URL parameters and custom parameters to your tracking template to gain additional insights about the source of your ad clicks.
  • Support for parallel tracking (coming soon): Only Upgraded URLs are compatible with parallel tracking. Parallel tracking helps load your landing page more quickly, which can reduce lost visits.

What steps do you need to take?

Converting standard text ads to Expanded Text Ads

  1. From the Ads tab, select a standard text ad and then click Edit. We prepopulate the Expanded Text Ad fields with information from the standard text ad.
  2. Enter your landing page URL in the Final URL box. (NOTE: If you use destination URL tracking, you’ll need to upgrade to an Upgraded URL: Copy the landing page portion of your destination URL and paste it into the Final URL box, and copy the tracking portion of your destination URL and paste it into the Tracking template box [under Ad URL options]. For more information, check out the What are Upgraded URLs and how do I upgrade? Help page.)
    • Unlike standard text ads, you can have three parts of your ad title, each up to 30 characters long. The third title is optional.
    • Unlike standard text ads, you can have two parts of your description, each up to 90 characters long. The second description is optional.
    • Similarly, you can also enter two parts of the URL path customers will see in your ad. Note: We prepopulate these paths if you have similar information in your display URL.
  3. Fill in the ad text to appear below the path.
  4. Click Save.

Migrating keyword destination URLs to final URLs

  1. Click the Keywords tab.
  2. Make sure you can see the Landing page and the Tracking Template columns. If you don't see these columns, please go to the Columns drop-down menu, select Modify columns, and under the Attributes section, add the Landing page and the Tracking Template columns.
Product view of Bing Ads Modify columns dialogue window.
 
  1. Click on the Landing page cell for the keyword whose Destination URL you’d like to change to a final URL.
  2. In the pop-up window, select the Final URL radio button. Your URL will still be populated in the text box. (NOTE: If you use destination URL tracking, you’ll need to upgrade to an Upgraded URL: Copy and remove the tracking portion of your destination URL. You’ll need to paste this into the corresponding cell in the Tracking Template column. For more information, check out the What are Upgraded URLs and how do I upgrade? Help page.)
Product view of Bing Ads edit Final URL pop-up window.
 
  1. Optional: Enter a mobile URL in the Mobile URL field.
  2. Click Save.
  3. Click on the corresponding cell in the Tracking Template column. Paste the tracking portion of your destination URL in the Tracking Template field.
  4. Click Save again.

Migrating Sitelink Extensions destination URLs to final URLs

  1. Click the Ad Extensions tab.
  2. Select in the grid the sitelink you’d like to upgrade.
  3. Select the Final URL radio button. Your URL should be populated in the text box. (NOTE: If you use destination URL tracking, you’ll need to upgrade to an Upgraded URL: Copy and remove the tracking portion of your URL and paste it into the Tracking template box [under Sitelink Extension URL options]. For more information, check out the “What are Upgraded URLs and how do I upgrade?” Help page.)
Product view of Bing Ads Edit Sitelink Extensions dialogue window.
 
  1. Optional: Enter a mobile URL in the Mobile URL field.
  2. Click Save.
To learn how to use Bing Ads Editor to upgrade your URLs in bulk, please visit our Help page. If you use a tool provider or agency to manage your ads, check with them to take advantage of any upgrade support and documentation they might offer specific to their platform and service.

Let us know your thoughts

For any questions or feedback regarding final URLs, we encourage you to reach out to your Bing Ads account manager or contact Support. You can also ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to bingads-feedback@microsoft.com.