URL types
- Display URL: The web page address that appears in your ad text.
- Final URL: The upgraded version of the URL address of the page on your website that people reach when they click your ad from a desktop or laptop.
- Tracking URL: The address that enables you to track performance.
- Landing page URL: The address of the final web page where users end up after clicking an ad.
Final and landing page URL.
The final URL must work properly and resolve to a single working website. It cannot connect to an email address or a file or result in a page with a 404 or other 4xx status code. The Microsoft Advertising crawler should not be blocked by your website Additionally, non-standard characters and IP addresses are disallowed.
Display URL
- The final URL determines the display URL; however, relevant content subfolders can be added.
- Display URLs in a single ad group must use the same top-level URL domain. For example, your ad group can feature display URLs with multiple folders – such as Microsoft.com/Office and Microsoft.com/Skype – but it may not feature multiple display URLs with different top-level domains – such as Microsoft.com and Contoso.com.
URL mismatch
- The display URL must match the landing page URL.
- If a tracking template is used to redirect the user, the landing page URL domain and content must match the final URL domain and content.
Acceptable URL mismatch
Limited to the following circumstances, non-matching display and landing page URLs are acceptable.
- Tracking URLs used for legitimate tracking purposes with redirects. Final URLs with redirects not matching the display URLs are acceptable provided that the top-level domain of the display URL and the top-level domain of the landing page URL match.
- Approved
- Display URL: www.constoso.com/shoe
- Final URL: contoso.com/search?p=shoes...
- Landing Page URL: contoso.com/search?p=shoes...
- Descriptive deep links. Subdomains or folders can be used in the display URL for descriptive purposes that do not match the subdomain or folders of the landing page URL provided that the top-level domain match, and that the subdomain or folder adequately describes the portion of your site users will land.
- Approved
- Display URL: www.constoso.com
- Final URL: contosotracking.com/...
- Landing Page URL: www.contoso.com
- Hosting sites. You may be allowed to use a descriptive display URL that does not match the landing page URL for hosted domains. If you believe you have a legitimate use case fitting in this category, you may appeal the rejection.
- Approved
- Display URL: www.constoso.com
- Final URL: contoso2.hosted-domain.com
- Landing Page URL: contoso2.hosted-domain.com
- Brand considerations. You may be allowed to use a display URL that does not match the landing page URL for brand consideration purposes. For example, a well-recognized product brand can be used as display URL to direct users to the generic sale portal of the product owner. If you believe you have a legitimate use case fitting in this category, you may appeal the rejection.
- Approved
- Display URL: office.microsoft.com
- Final URL: products.microsoft.com/?office...
- Landing Page URL: products.microsoft.com/?office...