Keywords in Microsoft Advertising can use a field named param1 to dynamically pass data to ads for special processing. Before October 2012, when you used Search Ads 360 to manage a Microsoft Advertising account, Search Ads 360 would use param1 to store a keyword's landing page URL. While older keywords that use param1 are still valid, Microsoft Advertising now has a Destination URL field for this purpose.
{param1} in ad URLs
Prior to May 2016, when Search Ads 360 trafficked an ad to Microsoft Advertising, it changed the ad's Destination URL field to a placeholder that looks like the following:
{param1}&sadid=ds-ad-id,
where ds-ad-id is the Search Ads 360 ad ID.
For example, if you sign in to Microsoft Advertising, you’ll see ads with destination URLs like this: {param1}&sadid=44700000153058957
Don't change these URLs in Microsoft Advertising.
When a user clicks on an ad that has a param1 placeholder, Microsoft Advertising replaces the placeholder with the keyword’s clickserver URL. If you remove the {param1} placeholder, the click might not be forwarded to Search Ads 360 and might not be counted in Search Ads 360 performance metrics.
Search Ads 360 now supports destination URLs in Microsoft Advertising ads and no longer changes the ad's destination URL.
What about param2 and param3?
Microsoft Advertising also recognizes the param2 and param3 keyword fields. Search Ads 360 uses the param2 and param3 fields to dynamically change ad copy based on the keyword that matches a customer's query. Learn about using Search Ads 360 to manage text parameters in ads.
Because the param1 field was at one time used in Microsoft Advertising accounts to specify a keyword's landing page URL, you cannot use param1 in Search Ads 360 to specify dynamic text for ads in a Microsoft Advertising account.