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Upgraded URLs are coming to Bing Ads

Updated March 2016: Note that the timing information contained in this post is outdated. The teams working on Upgraded URLs will be inviting customers to pilot in early 2016.  Reach out to your account manager if interested in participating.  We anticipate making this available to everyone in the next coming months –  stay tuned. Learn more about Upgraded URLs here.


Here at Bing Ads, we’re working hard to ensure that your PPC campaign management experience is both seamless and efficient. Because many of our advertisers also have campaigns on Google AdWords, we regularly review their releases for scenarios that could result in advertisers needing to spend valuable time and effort to make adjustments when moving campaigns between platforms. When we do see something that falls into this category, we often make adjustments on our end to minimize any undesirable impact for you, our advertisers.

With that in in mind, we will be adopting Upgraded URLs in Bing Ads; they will be supported when moving campaigns from Google AdWords.

What does this mean for Bing Ads advertisers?

For those of you who plan to or have already started migrating to Upgraded URLs in Google AdWords, rest assured that we are also planning to support Upgraded URLs to ensure that you’ll be able to easily manage URLs between AdWords and Bing Ads, saving you time in removing the need to adjust for any discrepancies.

We have the following three timelines to help guide you, our advertisers and tool providers, as you prepare for these changes:

1.  Supporting Import of Upgraded URLs from AdWords by early May 2015

2.  Availability of Upgraded URLs in Bing Ads by the end of summer 2015  

 Supporting Import of Upgraded URLs from AdWords by early May 2015

By the beginning of next month, we will be rolling out a series of two updates to our platform with regards to Upgraded URLs.

The first update is to our Google Import feature in both our Bing Ads Web UI and Bing Ads Editor. This change only impacts advertisers that import their AdWords campaign data into Bing Ads. For those who import campaigns using Bing Ads Editor, there will be an optional upgrade available. 

Simplifying the campaign import process

When advertisers import their campaigns from Google to the Bing Ads platform, we will use your existing AdWords tracking templates (at the account, campaign, ad group and entity level) and URLs (both Final URL and Final Mobile URL) to reconstruct a Destination URL that Bing Ads is able to understand. 

The following changes detailed in the table below affect the destination URLs of text ads, keywords and sitelink extensions. It also outlines how Bing Ads will handle Destination URLs, Final URLs and Final Mobile URLs during Google Import.

NOTE: Bing Ads is currently unable to import URLs that use custom parameters (e.g. {_creative}=1234). We will skip entities during Google Import that reference custom parameters either in their Final URLs, Final Mobile URLs or Tracking templates.

What type of URL is used on a text ad, keyword or sitelink extension?

Bing Ads upgraded URLs

The second update is the support for a subset of the new dynamic text parameters to empower you to make more informed optimizations to your campaigns.

Support of new dynamic text placeholders in Bing Ads Destination URLs

As a part of the AdWords Upgraded URLs feature, a few changes were made to widen support of new ValueTrack parameters. In addition to our support for reconstructing URL structures for advertisers that use Upgraded URLs with Tracking templates and Final URLs, we will support the following dynamic text placeholders in your Destination URLs.

Bing Ads upgraded URLs

Full support for dynamic text parameters that will return empty values in May 2015 will be announced at a later time, giving you the opportunity to take advantage of these additional insights about your ads. To quickly reference our currently supported substitution parameters, read more at Dynamic Text Substitution parameters.

Availability of Upgraded URLs in Bing Ads by the end of summer 2015

We will have more details on this new feature on the Bing Ads platform in the upcoming months, giving you time to strategize and, if necessary, make changes to the structure of your accounts to better optimize for tracking parameter updates.

Upgraded URLs will also have great impact for tool providers and our API partners. A preview of the Bing Ads API V10 has been announced which also will have full support for Upgraded URLs.

Let us know your thoughts on Upgraded URLs

Please look forward to future blog posts detailing our progress with updated timelines and answers to questions on how we will support this seamless transition. As mentioned, we are committed to making sure your experience with setting up and managing campaigns in Bing Ads is simple, efficient, and fast. For more information on recent updates we’ve made to help make Bing Ads the platform you want it to be, visit the “Always listening. Always evolving” page here on the Bing Ads site.

We would love to continue to hear from you and your thoughts with regards to Upgraded URLs and your experience of adopting and using in AdWords. Questions, concerns and thoughts are candidly welcomed at