A keyword is a word or phrase that relates to the products or services you want to advertise. When consumers type keywords into search engines, the search engines return your ads in the paid search listings.
The keywords that you create for a given ad group are used to target your ads to potential customers. For example, if your company offers loans, you can submit 'home mortgage' as a keyword in your DoubleClick Search ad group. When a search engine user enters 'home mortgage' in a search, your ad could appear next to the search results.
Create keywords
If you're not already on the Campaigns page, please click All campaigns in the left nav.
The Campaign page appears, with a list of campaigns in the table.In the engine account box in the left nav, select an engine account.
The table now includes only those campaigns for the selected engine account.In the table, click a campaign name.
The table displays the existing ad groups for the campaign.In the table, click an ad group name.
The table displays the existing keywords for the ad group.In the toolbar above the table, click + New keyword.
- In the text box that appears, enter the keywords and their properties separated by commas (one keyword per line). Use one of the following formats (click the links below for more information):
- AdWords: "Keyword, match type (broad, exact, phrase), max CPC bid, landing page URL"
- Bing Ads option 1: "Keyword, broad type bid, exact type bid, phrase type bid, landing page URL"
- Bing Ads option 2: "Keyword, match type (broad, exact, phrase), max CPC bid, landing page URL"
- Yahoo! Search Marketing: "Keyword, max CPC bid, landing page URL"
- Below the text box, you have the option of applying default values to the keyword settings.
This makes it easy to apply the same values to several keywords, while also customizing the settings for some keywords when needed. Learn more. Click Save.
Match type
Keyword matching allows you to target the keywords for a specific ad to match a consumer's search query.
Bing Ads: You can specify one of the following match types for a keyword in DoubleClick Search:
Broad match: Your ad appears when terms in your keyword appear, in any order, in a consumer's search query. For example, if you enter a keyword such as golf clubs, your ad will appear when a query contains golf and clubs in any order. Use broad match to expose your ads to a wider audience.
Phrase match: Your ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and there may be other terms in the query.
Exact match: The search query must exactly match your keyword. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and without any other terms in the query. With exact match, you may see fewer impressions but a higher click-through rate because your ad is shown to people who may be more interested in your product.
Content match: Triggers the display of your ad on relevant pages of the content network, but only if you have chosen to distribute your ad to the content network. Your ads are matched to webpages according to the relevance of your keywords, ad title, and description to the webpage content. For example, if you sell bicycles, your ads would appear on pages that are about bicycles or cycling.
Learn more about keyword match types on the Bing Ads help.
Google AdWords: You can specify one of three match types for a keyword.
- Broad match: Your ad appears when terms in your keyword appear, in any order, in a consumer's search query. For example, if you enter a keyword such as golf clubs, your ad will appear when a query contains golf and clubs in any order. Use broad match to expose your ads to a wider audience. This is the default option.
- DoubleClick Search also supports Google's broad match modifier. This targeting feature lets you create keywords that have greater reach than phrase match, and more control than broad match. You implement the modifier by putting a plus symbol (+) directly in front of one or more words in a broad match keyword. To learn more about the broad match modifier, including where it's available, visit the AdWords Help Center.
Phrase match: Your ad appears when consumers search on the exact phrase and also when their search contains additional terms, as long as the keyword phrase is in exactly the same order. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and there may be other terms in the query.
Exact match: The search query must exactly match your keyword. For example, if you enter a keyword such as golf clubs, your ad will appear when there is a search for golf clubs, in this order, and without any other terms in the query. With exact match, you may see fewer impressions but a higher click-through rate because your ad is shown to people who may be more interested in your product.
Yahoo! Search Marketing: You can specify one of two match types for a keyword:
- Standard match: The consumer's search query must exactly match keyword but could include:
- Singular/plural variations of the keywords.
- Common misspellings of the keywords.
- Topics that are highly relevant to the keywords.
- Topics that are highly relevant to the title and description.
- Advanced match: Displaying listings for a broader range of searches relevant to your keywords, titles, and descriptions.
Max CPC bid
The highest amount you're willing to pay for a click on your ad as a result of a search on one of these keywords.
Landing page URL
The website that will appear after users click the ad as a result of searching on one of these keywords. Start with the proper prefix (such as http:// or https://) and then enter the rest of the URL. Learn more about landing page and clickserver URLs in DS.