How does keyword targeting work?

Keywords are words or groups of words with which you can describe your product or service in more detail and with which you can target your ads to your target group. Through keyword targeting, ads are automatically either content-sensitive on thematically relevant websites, on matching search queries of the user or on optimally matching keywords from the URL.

Your ad will be displayed for keywords and search queries with similar word groups and relevant variants. Typical spelling mistakes, synonyms and the plural form of the keyword are automatically taken into account and do not have to be added separately.

Advantages

• The ad is targeted for a large number of relevant keyword combinations.
• If there are several words in a broad keyword, only one of them or its broad variants has to appear in the search query.

Disadvantages

• The ad can also be displayed for irrelevant keyword combinations or search queries.
• It may be useful to define exclusionary keywords.

Broad match keywords can be refined using the broad match modifier. In this case, words with a preceding plus sign must be contained exactly in the search query. Typical spelling errors and the plural form of the keyword are automatically taken into account and do not have to be added separately. Synonyms of the keyword are not matched when using the Broad Match Modifier.

Advantages

• The range is increased compared to exact match and narrowed compared to broad match.
• If there are multiple words in a keyword, all of them preceded by a plus sign must appear in the search query.
• The order of the keywords is not mandatory.
• The ad cannot be displayed for irrelevant search queries.

Disadvantages

• When creating a campaign, you have to decide which keywords must be included in the search query and marked with a plus sign.

Your ad will be displayed for keywords and search queries with identical word groups. The word group is determined with the help of the quotation marks. In addition, the order of the keywords is taken into account during matching. Plural forms are included in the display, but synonyms are not.

Advantages

• The order of the keywords is taken into account.
• Fewer impressions are achieved for unwanted keywords that do not match your word group.
• Matching word groups can increase the likelihood of clicks for selected keywords, as your ad will only be served if it matches the word group.

Disadvantages

• If you know your keywords very well and want to ensure that your ad is only played when it matches exactly, "Exact match" is a better alternative.

Your ad will be displayed for keywords and search queries that exclusively contain this word group. The word group is defined with the help of square brackets. There is no matching for synonyms, plurals and/or misspellings.

Advantages

• It is exactly traceable for which keywords/search query the ad was placed.
• There is no need to use exclusionary keywords.

Disadvantages

• It can happen that the ad is not displayed, although the keyword combination or search query would also have been relevant for the ad group.

As soon as a search query contains these keywords, your ad will not be displayed. Synonyms and plural forms must be stored additionally. Excluding keywords can be largely matching, matching or exactly matching word groups.

The upper and lower case does not matter for keywords. This means, for example, that "Mallorca" and "mallorca" are the same keyword.

Step 1

Log in herewith your access data in the advertiser frontend.

Step 2

Create a new ad group or add keywords to an existing ad group by clicking on the button "Add keywords" in the tab "Keywords" in the campaign overview.

Step 3

Enter one keyword definition per line in the text area. Optionally, you can also enter an individual CPC and/or an individual final click URL for the keyword. If you do not enter an individual CPC, the CPC of the ad group will apply. If you do not specify an individual final click URL, then the final click URL of the ad applies.

Step 4 (optional)

Via the button "Excluding keywords" in the campaign overview in the tab "Keywords" you can define the keywords for which your ads should not appear.

Step 5 (optional)

Using the button "Ad networks" in the campaign overview in the tab "Keywords" you can limit the websites or newsletters for which your ads should be delivered.

The websites of the Internet portals on which your advertising appears are checked by AdUp Technology for their content. The relevant keywords are captured using the following methods.

• The website uses SEO-optimized URLs that contain a precise description. From this information the relevant information is extracted and converted into keywords. Thus, the keyword is usually a combination of type and destination, e.g. "Hotel Munich". The specific destination is also recognized as a single keyword.
• The website actively passes AdUp those keywords that exactly describe the content of the page and/or (thematically) reflect the user's search query. The keyword can be a destination such as "Spain" or "Mallorca", a specific hotel name or even a subject area such as cruises or ski trips. Especially in the area of tourism or on shopping portals this is the quantitatively clearly dominating variant!
• A crawler analyses the web pages for relevant terms, their frequency, importance, placement and font size. This procedure is used for editorial websites, for example on news portals.
• Similar to a search engine, the website passes AdUp the user's specific search query, which was entered via a text input field. Keywords can also contain typing errors. This type of search query is comparatively rare.

Use

Keyword placeholders allow you to highly customize your ad copy to cover thousands of products or destinations at the same time and achieve higher click-through rates.

Keyword placeholders can be used in:

• Headline (max. 35 characters)

• Ad text (max. 80 characters)

• Displayed URL (max. 35 characters)

• Final click URL (for an individual URL per product)

Fallback texts

Each keyword placeholder must contain a fallback text. This is used if the replacement of the placeholder exceeds the maximum number of characters of the respective ad text or if the replacement is not possible. As a result, a fallback text may only be as long as the maximum number of characters is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder and are not changed in upper or lower case.

Keyword options

Please note that when using keyword placeholders, all keywords in the ad group should match either the keyword option, broad match, match phrase, [exact match] or +broad +match +modifier. The keyword option largely match can lead to unwanted and misleading texts, in some cases this can also happen with "match phrase". We therefore recommend using [exact match] or +broad +match +modifier.

Normal keyword placeholders

Keyword placeholders always start and end with a curly bracket. The placeholder in the desired spelling and the fallback text are separated by a colon.

Keyword matchted:

Lastminute [Mallorca]: -30%

Keyword not matched or text too long:

Lastminute [Travel]: -30%

Keyword matchted:

www.example.com/mallorca

Keyword not matched or text too long:

www.example.com/lastminute

in contrast to normal keyword placeholders, the abbreviation "fit" must be added to the name of the placeholder. there may only be one fit placeholder as the only placeholder in the ad text, because the value of this placeholder completely replaces the rest of the text. if the value is too long, a word is removed at the back until the maximum number of characters is reached. If even the first word is still too long, then the fallback text of the placeholder is used.

Keyword matchted:

Secure discounts for [Mallorca] now & save up to 50%!

Keyword matched but keyword including static text exceeds max characters. The keyword replaces the complete text:

[Aparthotel Roc Illetas Playa & App. Bouganvilla].

Keyword matched but text is too long. Now words are removed from the end of the keyword phrase until the max. character count is reached:

[El Transcantábrico 'Clásico' and El Transcantábrico 'Gran Lujo' Hotel ...]

Keyword matched not or the first word of the keyword phrase is longer than the max character count. The fallback text is used:

Secure discounts for [Spain] now & save up to 50%!