Dynamically adding variables into a destination URL string such as keyword, AdId, match type, etc can help send much needed information to your (or a 3rd party) tracking system.

Google supports dynamic parameters in URLs (also called valuetrack); and Microsoft adCenter supports a similar feature (although, there’s two on Microsoft which Google has never supported - the actual search query string and match type).

These variables can be added to the destination URL.

{param1} - see Param1 note below.
{keyword} - Please see keyword note below.
{MatchType}
{QueryString}
{OrderItemId}
{AdId}

Essentially, you can have your destination URL look like:

ewhisper.net?kw={keyword}&match={MatchType}&query={QueryString}&id={OrderItemId}&id={AdId}

The AdId is great for split testing conversion rates by ad type.

Keyword Note: When using the {keyword} paramanter; you can only use it for single word keywords. If they keyword is multiple words (in this example I’ll use ‘ewhisper blog’ for the URL ewhisper.net?{keyword}) the URL would become ewhisper.net?ewhisper blog. Notice the space?

The space breaks the URL so the page will be ‘not found’. However, if you were to use the actual space code (%20), the keyword would have to be ‘ewhisper%20blog’ and since that’s not a word, it’s going to be disapproved. So, until adCenter fixes the spacing problem with keywords, don’t use this param in your link unless you’re bidding on single word keywords.

Param1 Note: Param1 IS the destination URL insert. So you could have a destination URL of {param1}{OrderItemId}. However, you can’t have the destination URL of ewhisper.net?{param1} as essentialy that would become ewhisper.net?ewhisper.net.

Query String: I think the query string will be the most sought after piece of information. Right now, it’s almost impossible to tell what user query caused your ad to be displayed. With this parameter, you will have access to that information.

The query string is very valuable info. Understanding the user query string allows you to see when you don’t want your ads to show and need to add negative keywords. It also allows you to see what ads are being triggered by which keywords so you can refine or change your keywords.

The relationship between actual query sting to triggered keyword to conversions is valuable to understand. Kudos to Microsoft for finally allowing advertisers to find this information.

• adCenter Dynamic Link Information Updated and Other Notes
• Microsoft adCenter Dynamic URLs
• AdWords Valuetrack Post
• Microsoft’s adCenter New Release Supports Firefox and More
• Microsoft adCenter’s SES Speaking Schedule