You can use contextual keywords to target ad content and help optimize campaigns. Campaign Manager 360 uses Google search technology to check webpage text, app store descriptions, or video metadata for keywords to help you target content relevant to your brand, product, or service. Campaign Manager 360 frequently crawls pages, app store descriptions, and video metadata to stay up-to-date with content changes.
Examine Contextual keyword reporting
Contextual keywords are now available as a reporting dimension in Campaign Manager 360. You can access them through the existing "Contextual keyword" reporting dimension in Campaign Manager 360. Learn more about Contextual keyword targeting in Campaign Manager 360.
Identify overcounting in Reports
When you analyze reports that include contextual keywords, understand they can overcount your impressions and interactions. This happens because a single interaction might appear on multiple report rows. One webpage can have multiple contextual keywords, so a report with contextual keywords may show higher totals than a report without them.
For example, if an ad appears on a page about "blue running shoes," the system could count that same activity in rows for "blue shoes" and "running shoes" . Expect this discrepancy when you compare reports, as the system counts the same activity across multiple contextual keywords.
Compare reports with and without Contextual keywords
For a complete performance picture, analyze reports both with and without contextual keywords.
- Reports with contextual keywords show you the context and performance drivers for your campaigns [New User Info]. They also account for potential overcounting [New User Info].
- Reports without contextual keywords provide accurate impression and interaction counts [New User Info]. Use these for a high-level view of your campaign performance [New User Info].