Parameters are essential when it comes to deep-linking. They are necessary to create Dynamic URLs, and can be introduced with a question mark (?). Furthermore, they include equal signs (=) and ampersands (&). To automatically generate the keyword final URL (deep-link) for each ad, you have to understand the structure of your online shop. This enables you to use variables in a correct manner. Therefore, Crealytics recommends structuring the website in an intelligent and plausible way, to generate clear dynamic URLs. Technically, it should allow anybody to enter a search query through the URL. A clear use of parameters improves your SEA, as well as your SEO efforts. Below you can find a few examples:

Example:

An online store for shoes has several brands, categories, sizes, colors, etc. The deep links have to represent this in a structured and appealing manner. Some can be written in a static way, some have to be expressed through parameters. Imagine having to express the deep link of your ad containing the category “shoes”. This URL should lead you to the part of the online store where you can find shoes. In this case, the category will be displayed as a static text. The deep link might look like this:
www.example.com/shoes

Now, imagine the query is more specific. The customer is looking for shoes from the brand “Nike”. Depending on the structure of the website, you could add a parameter to create the corresponding deep link. A possible URL could be:
www.example.com/shoes/?brand=Nike

A more specific the search query leads to an increasingly complex deep link. For example, if a customer searches for shoes, from the brand Nike, in blue color, and the size 43, the final URL might look like this:
www.example.com/shoes/?brand=Nike&size=43&color=blue

However, there are several other ways to appropriately structure your website. Try to avoid the use of too many cryptic codes, so they do not become a major part of your deep links.

Structure your webpage in an intelligent and plausible way to generate clear Dynamic URLs. Technically, it should allow anybody to enter a search query through the URL. A clear use of parameters will improve your SEA, as well as your SEO efforts!

– Alessandro Grassano, Associate Account Consultant