Create a placeholder keyword

The information in this article applies to Bing Ads, Yahoo! Japan, and Baidu accounts only. For information about how to create placeholder keywords for AdWords accounts, read this article.

Even if DoubleClick Search (DS) doesn't fully support a search engine or a specific feature of an engine, you can often still use DS for reporting by creating placeholder keywords. A placeholder keyword provides a way to direct a user's click on a paid search ad to DS. DS collects data about the click and then redirects the user to the ad's original URL.

If you haven't created the engine account yet, see create engine account.

To create a placeholder keyword:

  1. Do one of the following:

    • Create an ad group to contain the placeholder keywords.

    • Navigate to an existing ad group.

      Steps for navigating to an ad group
      1. In the left navigation pane, 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.

  3. Click + New keyword, which appears above the reporting table.

  4. In the text box that appears, enter the following properties for each placeholder keyword (one keyword per line):
    Keyword text,,,Landing page URL

    Here's what to enter for each keyword property:

    • Keyword text: Specify something to help you identify the purpose of the placeholder keyword. DS does not traffic placeholder keywords to the engine, so the keyword text will never be used to match customer searched.

    • ,,,: For a normal keyword, you'd specify a match type and max CPC. But because this is a placeholder keyword, just specify two empty fields. (Anything you specify for these fields will be ignored.)

    • Landing page URL: specify the URL you want DS to redirect users to. This could be a page on the advertiser's site or the address of another tracking service that will eventually redirect to the advertiser's site.

    For example, the following two lines create two placeholder keywords:
    home mortgage,,,
    home loan,,,

  5. Click Save.
    The new keywords appear in the reporting table.

  6. Change the status of the keyword to Paused:

    1. Select the check box next to the keyword.

    2. Click Edit ▼ above the reporting table and select Pause.

    3. Click Save in the edit panel.

  7. Copy the keyword's clickserver URLs:

    1. Click the Columns button above the performance summary graph.

    2. Next to Available columns, type clicksever URL in the search box and press the Enter key.

    3. Click + next to the column name in the Available columns list.

    4. Click Apply.

    5. Copy the URL from the Clickserver URL column.

  8. Copy the clickserver URL to the engine. Do one of the following:

    • On Bing Ads, Yahoo! Japan, or Baidu, paste the clickserver URLs as the destination URLs for the items you'd like to track (ads, keywords, etc.).
    • AdWords only. Read this article for information about how to edit a clickserver URL before copying it to AdWords.


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