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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Create keywords

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 display an ad from the keyword's ad group.

In addition to specifying a word or phrase when you create a keyword, you'll also specify properties for each keyword, such as match type and max CPC.

Before you can create keywords, you need to create at least one ad group in your campaign.

In Yahoo! JAPAN engine accounts, we recommend you create keywords directly in DS. If you create keywords in Yahoo! JAPAN and then immediately try to sync them into DS, you may receive an error. If you do create keywords in Yahoo! JAPAN, please wait a few minutes before syncing with DS.

Create keywords

  1. Navigate to an ad group.

    Steps for navigating to an ad group
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click the advertiser that contains the engine account.

    5. In the Account list, click the engine account that contains the campaign.

    6. In the Campaign list, click the campaign that contains the ad group.

    7. In the Ad group list, click the ad group.

    8. Click Apply or press the Enter key.

    DoubleClick Search displays the ad group page.

  2. Click the Keywords tab if it isn't already selected.

  3. In the toolbar above the reporting table, click + Keyword.

  4. In the table that appears, enter each new keyword in a separate row. The requirements for keyword columns vary for each type of search engine, so see the sections below for details.

    Add more columns to the keyword editor

    By default, the keyword editor displays the basic columns typically needed to create keywords. If you want add more information while creating the keywords--for example, specify labels, URL template, or bid strategy--click + Columns just above the table and change the columns that are displayed.

    See more tips for using the keyword editor, including information about copying and pasting from an external spreadsheet.

  5. Click Save.

Creating a large number of keywords? Use a bulksheet to upload keywords.

AdWords keywords

Keyword
Words or phrases describing your product or service and that help determine when and where your ad can appear.
Match type

Keyword match types help control which searches can trigger your ad. For example, you can specify that a keyword triggers an ad only if it exactly matches a search query, or that a keyword triggers an ad if it matches the query or any synonyms of the query.

You can specify one of the following for a keyword in an AdWords engine account:

  • broad: 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: 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: 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.

Max CPC

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. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

If you want a keyword to inherit its max CPC setting from the ad group, then leave the Max CPC column empty. When you change the ad group's max CPC, then all of the keywords that inherit the ad group's setting will also change their max CPC.

For example, the following keyword inherits its max CPC from its ad group:

Keyword Match type Max CPC Landing page
mortgage interest rates phrase (inherited) https://www.example.com/mortgage
Landing page URL

Specifies a page on your site that describes the service or product matched by this keyword. Start with http:// or https:// and then enter the rest of the URL. Specifying a landing page URL for a keyword is optional.

 

Bing Ads keywords

Keyword
Words or phrases describing your product or service and that help determine when and where your ad can appear.
Match type

Keyword match types help control which searches can trigger your ad. For example, you can specify that a keyword triggers an ad only if it exactly matches a search query, or that a keyword triggers an ad if it matches the query or any synonyms of the query.

You can specify one of the following for a keyword in a Bing Ads engine account:

  • broad: 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: 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: 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: 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.

Max CPC

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. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

If you want a keyword to inherit its max CPC setting from the ad group, then leave the Max CPC column empty. When you change the ad group's max CPC, then all of the keywords that inherit the ad group's setting will also change their max CPC.

For example, the following keyword inherits its max CPC from its ad group:

Keyword Match type Max CPC Landing page
mortgage interest rates phrase (inherited) https://www.example.com/mortgage
Landing page URL

Specifies a page on your site that describes the service or product matched by this keyword. Start with http:// or https:// and then enter the rest of the URL. Specifying a landing page URL for a keyword is optional.

 

Yahoo! JAPAN keywords

Keyword
Words or phrases describing your product or service and that help determine when and where your ad can appear.
Match type

Keyword match types help control which searches can trigger your ad. For example, you can specify that a keyword triggers an ad only if it exactly matches a search query, or that a keyword triggers an ad if it matches the query or any synonyms of the query.

You can specify one of the following for a keyword in a Yahoo! JAPAN engine account:

  • broad: 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. Your ad is also eligible to appear when search queries are synonyms, or deemed relevant, to your keyword. Use broad match to expose your ads to a wider audience. This is the default option.

    • DoubleClick Search also supports Yahoo Japan’s modified broad match. 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 Yahoo! JAPAN Help Center.
  • phrase: 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: The search query must exactly match your keyword, or be a close variant. For example, if you enter a keyword such as golf clubs, your ad is more likely to 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.

Max CPC

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. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

If you want a keyword to inherit its max CPC setting from the ad group, then leave the Max CPC column empty. When you change the ad group's max CPC, then all of the keywords that inherit the ad group's setting will also change their max CPC.

For example, the following keyword inherits its max CPC from its ad group:

Keyword Match type Max CPC Landing page
mortgage interest rates phrase (inherited) https://www.example.com/mortgage
Landing page URL

Specifies a page on your site that describes the service or product matched by this keyword. Start with http:// or https:// and then enter the rest of the URL.Specifying a landing page URL for a keyword is optional.

 

Baidu keywords

Keyword
Words or phrases describing your product or service and that help determine when and where your ad can appear.
Match type

You can specify one of the following match types for a keyword in a Baidu engine account:

  • exact: 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. Exact matches show at the top of the search result pages.

  • broad: 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. Your ad is also eligible to appear when search queries are synonyms, or deemed relevant, to your keyword. Use broad match to expose your ads to a wider audience. This is the default option.

  • phrase: 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.

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. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

If you want a keyword to inherit its max CPC setting from the ad group, then leave the Max CPC column empty. When you change the ad group's max CPC, then all of the keywords that inherit the ad group's setting will also change their max CPC.

For example, the following keyword inherits its max CPC from its ad group:

Keyword Match type Max CPC Landing page
mortgage interest rates phrase (inherited) https://www.example.com/mortgage
Landing page URL

The website that appears after users click the ad as a result of searching on one of these keywords. Start with the protocol (http:// or https://) and then enter the rest of the URL.

Baidu requires two landing page URLs: one for mobile devices and one for non-mobile devices. In DS, you can do either of the following:

  • Specify only one landing page in the Landing page URL column. DS will traffic the same URL for both mobile and non-mobile devices.
     
  • Use {ifmobile} and {ifnotmobile} parameters in the Landing page URL column to specify device-specific landing pages.

The URL domain that you specified when you registered for a Baidu account is the only domain that Baidu accepts for your ad and keyword landing pages. You can specify different subdomains. For example, if you registered example.com, your ads and keywords can specify www.example.com and m.example.com.

Two clickserver URLs

DS always traffics two clickserver URLs to Baidu for each keyword: one for mobile devices and one for non-mobile devices. If you specify only one landing page in the Landing page URL column, DS uses the same landing page for both clickserver URLs.

The Clickserver URL column in the DS UI doesn't display two separate clickserver URLs. Instead, the URL in the column uses {ifmobile} and {ifnotmobile} parameters to display the two URLs that are trafficked to Baidu.

See an example

For example, if you create this keyword in the DS UI:

Keyword Match type Max CPC Landing page
mortgage interest rates exact (inherited) https://{ifmobile:m.example.com/mortgage}{ifnotmobile:www.example.com/mortgage}

DS traffics two clickserver URLs like this:

Mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://m.example.com/mortgage

Non-mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

The Clickserver URL column in DS shows this:
https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=
{ifmobile:https://m.example.com/mortgage}
{ifnotmobile:https://www.example.com/mortgage}

If you create this keyword in the DS UI:

Keyword Match type Max CPC Landing page
mortgage interest rates exact (inherited) https://www.example.com/mortgage

DS traffics two clickserver URLs like this:

Mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

Non-mobile: https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=https://www.example.com/mortgage

The Clickserver URL column in DS shows this:
https://clickserve.dartsearch.net/link/click?lid=43700001171542080&ds_s_kwgid=58700000138513001&ds_e_adid={creative}&ds_e_matchtype={ifsearch:search}{ifcontent:content}&ds_e_device={device}&ds_url_v=2&ds_dest_url=
{ifmobile:https://www.example.com/mortgage}
{ifnotmobile:https://www.example.com/mortgage}

If you create keywords in Baidu, but forget to specify a URL, when you sync, DS copies a landing page URL from an active ad in the ad group and adds the URL to the keyword. It isn't possible to predict which landing page URL will be copied. 

Maximum keywords per ad group

Each Baidu ad group can contain up to 5000 keywords.

Yahoo! Gemini keywords

Match type

Keyword match types help control which searches can trigger your ad. For example, you can specify that a keyword triggers an ad only if it exactly matches a search query, or that a keyword triggers an ad if it matches the query or any synonyms of the query.

You can specify one of the following for a keyword in a Yahoo! Gemini engine account:

  • broad: 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: 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: 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.

Max CPC

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. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.

If you want a keyword to inherit its max CPC setting from the ad group, leave the (inherited) setting. When you change the ad group's max CPC, then all of the keywords that inherit the ad group's setting will also change their max CPC.

 

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.

 

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