王尘宇

必应广告投放：我的升级版网址是如何创建的？

升级版网址将着陆页网址与网址参数分开。投放您的必应广告后，Microsoft Advertising 会结合不同的字段来创建您的 URL。以下 URL 扩展规则定义使用哪些字段。要了解规则，您首先需要了解 Microsoft Advertising 的结构。以下是 Microsoft Advertising 结构从高到低：

现在您已经了解了结构，下面是定义如何创建 URL 的规则：

Bing推广使用哪个网址

您可以在三个不同级别（从最高到最低）添加 URL：广告：使用广告中定义的最终到达网址或移动网址。关键字：使用在关键字级别定义的最终到达网址或移动网址，或默认为广告最终到达网址或移动网址。附加链接：使用附加链接中定义的最终到达网址或移动网址。仅当广告在移动设备上投放时才使用移动网址。应用程序 URL 保留供将来使用。

必应搜索投放使用哪个跟踪模板

应用跟踪模板时，Microsoft Advertising 将使用在最低 Microsoft Advertising 实体中定义的跟踪模板。例如，如果您在活动和广告级别定义了跟踪模板，则将应用广告级别的跟踪模板。实体层次结构从高到低依次为：帐户>广告系列>广告组>广告>关键字>附加链接。示例：使用关键字跟踪模板覆盖广告跟踪模板：如果广告跟踪模板是：{lpurl}?ad={adid}；关键字跟踪模板为：{lpurl}?ad={adid}&keyword={targetid}；Microsoft Advertising 将使用关键字跟踪模板：{lpurl}?ad={adid}&keyword={targetid}；投放您的广告后，Microsoft Advertising：将 {lpurl} 替换为您的最终 URL www.contoso.com；将变量 {adid} 替换为广告 ID，15701653091用目标 id kwd-123 替换变量 {keyword}；着陆页 URL 如下所示：www.contoso.com?ad=15701653091&keyword=kwd-123；如果在投放您的广告时未找到跟踪模板，则将使用默认的 {lpurl}。

高级扩展 URL 示例

If your account structure looks like the following, these examples are ways that your URLs can be created using the URL expansion rules:Account - Campaign A； -Ad group A: Ad A, Keyword A (flowers), Keyword B (shoes)；-Ad group B: Ad B, Ad C, Keyword C (laptops)；Sitelink Extension A。

Entity	Tracking template	最终到达网址和移动网址	自定义参数
帐户	http://account-tracking.com/?{_id}&url={lpurl}
活动A			{_campaign}=CampaignA
广告组 A	http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id}		{_id}=广告组A
Bing广告投放组 B			{_id}=AdGroupB
广告A		最终 URL：http://contoso.com/Ad-A?{keyword}{ignore}&{_id}&{_campaign}
广告B		最终 URL：http://contoso.com/Ad-B?{keyword}{ignore}&{_id}	{_id}=ADB
广告	http://ad-c-tracking.com/?{_campaign}	最终到达网址：广告网址始终需要最终到达网址
必应广告关键字 A - 花		最终 URL：http ://contoso.com/Keyword-A?{keyword}{ignore}&{ _campaign}移动 URL：http://m.contoso.com/Keyword-A?{keyword}{ignore}&{ _ID}	{_id}=关键字A
关键字 B - 鞋子
关键字 C - 笔记本电脑
附加链接 A		Final URL: http://contoso.com/Sitelink-A?{keyword}{ignore}&{_campaign} Mobile URL: http://m.contoso.com/Sitelink-A?{keyword}{ignore}&{_id}

Example #1 - Ad A is triggered by Keyword A

Property	Value	Inherited from
Tracking template	http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id}	Ad Group A
Final URL	http://contoso.com/Keyword-A?{keyword}{ignore}&{_campaign}	Keyword A
Mobile URL	http://m.contoso.com/Keyword-A?{keyword}{ignore}&{_id}	Keyword A
Custom parameters	{_campaign}=CampaignA {_id}=KeywordA	Campaign A Keyword A
Expanded URL	Desktop: http://contoso.com/Keyword-A?flowers&CampaignA Mobile: http://m.contoso.com/Keyword-A?flowers&KeywordA	-
Expanded tracking template	http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&KeywordA	-
Expanded serving URL	Desktop: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FKeyword-A%3Fflowers%26CampaignA&KeywordA Mobile: http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fm.contoso.com%2FKeyword-A%3Fflowers%26KeywordA&KeywordA

Example #2 - Ad A is triggered by Keyword B

Property	Value	Inherited from
Tracking template	http://adgroup-a-tracking.com/?{_campaign}&url={lpurl}&{_id}	Ad Group A
Final URL	http://contoso.com/Ad-A?{keyword}{ignore}&{_id}&{_campaign}	Ad A
Mobile URL		-
Custom parameters	{_campaign}=CampaignA {_id}=AdGroupA	Campaign A Ad Group A
Expanded URL	http://contoso.com/Ad-A?shoes&AdGroupA&CampaignA	-
Expanded tracking template	http://adgroup-a-tracking.com/?CampaignA&url={lpurl}&AdGroupA	-
Expanded serving URL	http://adgroup-a-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FAd-A%3Fshoes%26AdGroupA%26CampaignA&AdGroupA

Example #3 - Ad B is triggered by Keyword C

Property	Value	Inherited from
Tracking template	http://account-tracking.com/?{_id}&url={lpurl}	Account
Final URL	http://contoso.com/Ad-B?{keyword}{ignore}&{_id}	Ad B
Mobile URL
Custom parameters	{_id}=AdB {_campaign}=CampaignA	Ad B Campaign A
Expanded URL	http://contoso.com/Ad-B?laptops&AdB
Expanded tracking template	http://account-tracking.com/?CampaignA&url={lpurl}
Expanded serving URL	http://account-tracking.com/?CampaignA&url=http%3A%2F%2Fcontoso.com%2FAd-B%3Flaptops%26AdB

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