Whenever a search engine user finds a relevant ad and clicks it, the keyword final URL of the triggered keyword leads the clicking user to the landing page. Only if no keyword is defined, the ad final URL is used instead. However, the Campaign Suite expects you to define a keyword final URL for every keyword and therefore goes without ad final URLs.
The user reaches the landing page in the advertiser’s store where the user can find the advertised service or product. The most important rule is that the landing page must be relevant for what the search engine user expects and desires.
This article explains how to build custom keyword final URLs in the Campaign Suite and it shows how to use third party tracking pixels in the URL. Understanding these contents is important in order to be able to lead the user to the best possible page after he clicked onto a text ad. This procedure is called “deep linking”, because the user shall not be linked to the main or home page of the advertiser’s store, but rather to a specific page deep inside the website.
If the user searches for “red adidas sneakers” and then clicks onto your ad with the headline “Buy red adidas sneakers”, you have the following options. Either you can link the user to a general “adidas” page, or to a general “sneakers” page or to a shopcategory page “adidas sneakers” or to a product details page about a certain pair of “red adidas sneakers”.
In order to perform deep linking on a product level (individual deep links for each product), the URL parameters must be written into the product table. If on the other hand, the deep linking shall be based on only one semantic level (brand, category or color), the url parameters must either be put into the brand or category or color table. To achieve an intermediate solution such as constructing the deep link based on few semantics (brand, category), it is necessary to create a table for mapping purposes.
Summary: If URLs shall be constructed only for one semantic level (e.g. brand), put them into the corresponding table (e.g. “Brand” table). If they shall be constructed for more than one level, the URL parameters must be in a mapping or product table, that has a column for each semantic level.
A static URL is a URL, which stays unchanged during every page load, because it is independent of a database. This type of URLs is used for special pages such as certain sales or advertising campaigns. Read this article about special URL tables.
A dynamic URL is based on a database. Depending on the parameters, which are included in the URL, different contents are displayed on the page. In other words the page is built dynamically for each individual set of parameters.
Filters are a specific kind of parameter in a dynamic URL. Usually filters are used in online stores for the purpose of limiting the number of displayed products. For example, online shoe stores might offer to filter for colors or material of the shoes.
Most online shops have a search bar where visitors can search for products. Entering something into the search field usually composes a certain URL. The same composition of a search URL can be done in the Campaign Suite. In the end the search engine user will see the search result page with relevant products. In most cases this method is the last choice. In contrast to filters, it is difficult for the user to customize the selection of products. And in contrast to dynamic URLs there is no way to navigate to a sub-category or superior category of products. Only use this option when all others are unavailable.
Learn more about parameters.
Step 1: Put URL components into tables
The main component for each URL is the global variable “DOMAIN”, which each Campaign Suite user defines during the first setup wizard. It is stored under “General settings” (the gear symbol in the upper right corner) > “Global variables” in the main user drop-down. Learn more about global variables.
Apart from the domain, the product specific components of the URLs must be available in tables. This is how the template will be able to get the data. For this purpose, the column set “url parameter set” provides four columns for url parameters. Add them to the table and fill them with the respective URL parameter for each table entry. As an example, this can mean to open the table “Brand” and enter a URL parameter like “/adidas/”, “/nike/”, “/puma/” for each brand.
Step 2: Create a template variable
In the “Keywords” tab of each template, the field “Keyword final URL” enables to enter the URL. It is recommended to put a template variable into this field in order to make the setup of fallbacks easier. Therefore click the button “Variables” from inside a template.
Imagine to have a website that is mainly using usual dynamic URLs. However, for some specific cases, there are no dynamic URLs available. In these cases, one wants to use the results of the website search in order to display a selection of relevant products. In that case a template variable is needed. The domain and the “url_parameter_cleartype” table column are dragged into the value field. This column is selected in the value field, because it contains the usual dynamic URL parameters, which were previously written into the table (see step 1). When writing the URL parameters into the table, there were some fields, which didn’t have a proper parameter. These fields were left empty. This is when the fallback logic comes in. Whenever the table column “url_parameter_cleartype” is empty, the template variable jumps to the fallback.
In the first fallback field, put the search URL parameter. This must be entered into the table wherever the other URL parameter is unavailable. If there are also occasions without a search URL parameter, put something even more generic into the next fallback field. As for text ads, this is a safe setup, which will create a keyword final URL in any case.