Using URL parameters in settings

  1. Special parameters {param1} and {param2}
  2. Using parameters with templates
  3. Using special parameters for directing clicks on the same ad to different landing pages

Special parameters {param1} and {param2}

The dynamic parameters {param1} and {param2} are general purpose parameters. First, for collecting statistics you can use them as additional parameters, for which you manually set a list of transmitted values. Second, by using {param1} and {param2} you can redirect users to different landing pages on your site based on different keywords they used to reach your ad.

When using special URL parameters, always check the final URL generated for autotargeting. Look for the auxiliary ---autotargeting keywords in the list. See what's specified for them in {param1} and {param2}. You can fill them with suitable values or leave them blank if the link specified for autotargeting is valid.

You can only set {param1} and {param2} values in XLS/XLSX files, in Direct Commander, or via the API.

For example, you can use Excel spreadsheets to set the values like so:

Phrase (including negative keywords)

Link

Parameter 1

buy a bicycle

http://site.tr/catalog/{param1}

bikes.html

buy a scooter

http://site.tr/catalog/{param1}

scooters.html

---autotargeting

Option 1:

http://site.tr/catalog/all

Option 2:

http://site.ru/catalog/{param1}http://site.com/catalog/{param1}http://site.tr/catalog/{param1}

Option 3:

http://site.ru/catalog/{param1}http://site.com/catalog/{param1}http://site.tr/catalog/{param1}

bikes.html

Phrase (including negative keywords)

Link

Parameter 1

buy a bicycle

http://site.tr/catalog/{param1}

bikes.html

buy a scooter

http://site.tr/catalog/{param1}

scooters.html

---autotargeting

Option 1:

http://site.tr/catalog/all

Option 2:

http://site.ru/catalog/{param1}http://site.com/catalog/{param1}http://site.tr/catalog/{param1}

Option 3:

http://site.ru/catalog/{param1}http://site.com/catalog/{param1}http://site.tr/catalog/{param1}

bikes.html

The ad served for the keyword buy a bicycle leads to the page http://www.site.tr/catalog/bikes.html.

The ad served for the keyword buy a scooter leads to the page http://www.site.tr/catalog/scooters.html.

The ad served using autotargeting:
  • Leads to the page http://www.site.tr/catalog/all/, provided that the link is valid and opens the entire catalog of the website (Option 1).
  • Without a {param1} value, leads to the page http://www.site.tr/catalog/, provided that the link is valid and opens the entire catalog of the website, for example (Option 2).
  • With the appropriate {param1} value, leads to the page http://www.site.tr/catalog/bikes.html (Option 3).
Attention.

  • The link indicated in the uploaded file is checked without the parameters {param1} and {param2}. For example, if the link http://site.tr/{param1} is entered, then Yandex Direct verifies the page by referring to the link http://site.tr/. Make sure that this page is available and correctly displays in all browsers.

  • Special characters in the values of {param1} and {param2} parameters are automatically encoded in UTF-8. For example, if you use flowers/lilac.html as “{param1}”, the “/” character (forward slash) is converted to “%2F” and the ad leads to http://www.site.tr/flowers%2Flilac.html.

  • If you are using a link http://site.tr/{param1}/all in the uploaded file, be sure to specify {param1} for autotargeting, along with the link. If you only specify a website link without parameters, clicking the link will lead to a non-existent page http://site.tr//all.

Using parameters with templates

Parameters can be used with templates:
http://www.site.tr/?key=##&ad_id={ad_id}

Please make sure that the pages to which the template links redirect are available.

Using special parameters for directing clicks on the same ad to different landing pages

Depending on the keyword, you can use a template along with special parameters to send the user to different pages when they click on an ad.

You can do this using XLS/XLSX files, in Direct Commander, or through the API. If you have several groups of ads of the same type, combine these ads into one group. Just change the group number for all the ads you want to combine into one group. Set a unique keyword for each ad and add a template to the title and text. Add the {param1} parameter to the link for all the ads. Enter its value in the “Parameter 1” column.

If you need to enter several variables at once on the referral page, then use {param1} and {param2} together. Let's say that information on your site is grouped by manufacturer and a separate page was created for each item (for example, http://site.ru/trudi/giraffe.html, http://site.ru/aurora/elephant.html).

Enter links in the format http://site.ru/{param1}/{param2}. For each ad, enter the manufacturer in the “Parameter 1” column and the item in “Parameter 2”.

Ad group 1
Keyword (with negative keywords) giraffe elephant

Title

Cute #animals# to brighten your day!

Text

Plush #animals# that children and adults will love

Link

http://site.com.tr/{param1}/{param2}

Parameter 1

trudi

aurora

Parameter 2

giraffe.html

elephant.html

Ad group 1
Keyword (with negative keywords) giraffe elephant

Title

Cute #animals# to brighten your day!

Text

Plush #animals# that children and adults will love

Link

http://site.com.tr/{param1}/{param2}

Parameter 1

trudi

aurora

Parameter 2

giraffe.html

elephant.html

An ad with the textPlush giraffe for adults and children will lead to the http://site.ru/trudi/giraffe.html page, whereas the title Cute elephant to brighten your day will lead to the http://site.ru/aurora/elephant.html page.

As a result, keywords from an ad group will get enough impressions and your ad group will avoid the “Not enough statistics to forecast traffic” status.

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