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URL by Match Type Data Migration

The new URL by match type keyword model allows you to specify a distinct URL per match type and keyword combination in the same ad group. The new model is being rolled out in a phased approach, and you will be notified via email or by your account manager when your customer accounts will be migrated to the new model. The new model will cause breaking changes, so you must update your code by the time your data is migrated (see Preparing for the Migration).

The new URL by match type keyword model requires that each Keyword object specify a single-match-type bid. If any of your keywords contain multiple match-type bids at the time of the migration, adCenter will restructure the data to adhere to the new model. For example, if your keyword bids on the exact, phrase, and broad-match types, adCenter will create two new keyword objects that contain the same editorial status and keyword as the original keyword object, except that each new object will bid on only one of the match types from the original object. The original keyword object will retain the best performing match-type bid, and the other match-type bids will be set to null.

The best performing match type is the one that generated the most clicks in the last 30 days. However, if the keyword has less than 1,000 impressions, the most restrictive match type is retained in the original keyword object. If multiple match types have the most clicks, the most restrictive match type is retained in the original keyword object.

How Keywords are Migrated

The following table shows the results of the migration process for a keyword that bids on the exact, phrase, and broad-match types (with broad being the best performing match type). Keyword ID 1001 is the original keyword ID before the migration occurred.

Keyword ID

Keyword

Bid-Match Type

Bid Value

1001

Car

Broad

1

2001

Car

Phrase

2

2002

Car

Exact

3

The following table shows the results of the migration process for a keyword that bids on the exact and phrase-match types and defaults to the ad group for the broad match-type bid. The phrase-match type is the best performing match type. Keyword ID 1001 is the original keyword ID before the migration occurred.

Keyword ID

Keyword

Bid-Match Type

Bid Value

1001

Car

Phrase

2

2001

Car

Exact

3

2002

Car

Broad

Null

The following table shows the results of the migration process for a keyword that bids on the exact and phrase match types and sets the broad match-type bid to zero (does not bid on broad match). The phrase-match type is the best performing match type. Keyword ID 1001 is the original keyword ID before the migration occurred.

Keyword ID

Keyword

Bid-Match Type

Bid Value

1001

Car

Phrase

2

2001

Car

Exact

3

To get a report that lists a keyword’s old and new IDs, see the KeywordMigrationReportRequest request.

Note Note

If an ad group specifies the search and content distribution networks, a new keyword object will be created for the content match type regardless of whether the content bid was inherited from the ad group or explicitly set in the keyword object.

It is recommended that you specify only one distribution network type for an ad group.

Preparing for the Migration

You must update your code that’s related to adding keywords and managing bids. For details about the changes required to support the URL by match type model, see the Remarks section of the Keyword object.

The migration process could triple the number of keywords defined for an ad group, depending on the number of match types that you bid on. To ensure that all keywords are successfully migrated, the 10,000 keywords per ad group limit will not be enforced during the migration process. However, you will not be allowed to create new keywords until the number of keywords fall below the limit. If you believe that the migration process will cause one or more of your ad groups to exceed the limit, consider cleaning up your keywords prior to the migration, so that you will be able to add new keywords after the migration.

You may need to update your reporting code depending on how you use the keyword performance report. For more information about changes that you may need to make to your reporting code to support URL by match type, see the Remarks section of KeywordPerformanceReportRequest.

Cannot Access Account Data During Migration

While the keyword data is being migrated, you cannot add, delete, update, or get any of your accounts’ campaign entities. If you try to access an entity while the migration process is running, the call will fail with error 2928 (CampaignServiceCustomerDataBeingMigrated). To determine the status of the migration process, call the GetAccountMigrationStatuses operation.

Post Migration Actions…

The process of creating keywords remains the same; the only difference is how you specify the match type that you want to bid on. For information about how to specify your bids in the new model, see the Remarks section of the Keyword object. For an example that shows how to create keywords and set bids in the new model, see the Example section of the Keyword object.

If the Param1 element of the keyword contains a destination URL, update the URL as appropriate.

The new keyword objects that were created from the original keyword will retain the keyword’s editorial status; however, the quality score and historical performance data will remain with the original keyword object.

If the migration process caused an ad group to exceed the 10,000 keywords per ad group limit, you will not be allowed to create new keywords for the ad group until you remove enough keywords to fall below the 10,000 keyword limit. To ensure that you do not exceed the keyword limit, you should consider cleaning up underperforming keywords prior to the migration.

After the migration completes, all new accounts created by the customer will adhere to the URL by match-type model.

Reporting Considerations

If you include the KeywordId column in your keyword performance report, you may need to update your report request. For information about changes that you may need to make to your reporting code to support URL by match type, see the Remarks section of KeywordPerformanceReportRequest.

To get a report that lists a keywords’ old and new IDs after the migration process has run, see the KeywordMigrationReportRequest request.

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