Keyword targeting

For contextual keyword targeting (sometimes called "KCT"), Display & Video 360 uses Google search applied science to determine if the keyword is relevant to the text (or video metadata) on a specific folio. This allows you to granularly target content that is most relevant to your brand, product, or service.

Y'all tin too apply keywords to exclude pages that relate to specific terms. When you utilize keyword targeting to exclude pages, Display & Video 360 will also exclude any pages for which the context can't be determined.

Overall, keyword targeting can assist you expand or narrow reach based on relevancy, but information technology isn't intended to exist used as make safety targeting.

Keyword and category targeting is based on a page's content. Pages are often crawled and reclassified to reflect whatever content changes using technology that tracks dynamicity and traffic, ensuring targeting matches content with high confidence. Highest performance is expected on loftier-impression inventory with a articulate set of themes or topics that are consistent over fourth dimension.

Target or exclude keywords

To target or exclude keywords, open a line particular or insertion social club, then navigate to Targeting and thenKeywords.

To quickly target (or exclude) multiple keywords at once, click the Bulk add push and and then paste in a comma-separated or new line-separated list of keywords.

Yous tin also save keywords you regularly exclude to a negative keyword list, which you tin can then easily exclude in your line items' targeting. See Negative keyword lists below for more data.

Considerations when targeting keywords

  1. Phrase matching: Single keywords tin exist comprised of more than than one word. For example, "ski hat" would exist considered a single keyword.

  2. Automatic pluralization, canonicalization, and synonym matching:

    • Display & Video 360 will automatically target plural versions of your keywords. Thus, if yous target "ski chapeau", Display & Video 360 will also target "ski hats".

    • Brandish & Video 360 will automatically canonicalize multiple discussion keywords. For instance, if y'all target "ski hat", Display & Video 360 will too target "chapeau ski". (When this happens to your targeting, it'll prove upward equally "CONTEXTUAL_KEYWORD_CANONICALIZATION" in your line item or insertion order'due south history.)

      More than almost keyword canonicalization

      Using verbal keywords can erroneously miss matches between advertisers and publishers when keywords are different but semantically equivalent. Adding canonicalization of keywords reduces missed matches and improves coverage. For example, "travel london", "travel in london" and "london travel" all canonicalize to "london travel". With canonicalized keyword matching, just i of the three keywords needs to be targeted to accomplish the same audience and reach equally adding all iii. Without canonicalization, all iii keywords need to exist targeted.

    • With Google Advertising Manager inventory, Display & Video 360 will use Google's automobile learning to automatically target synonyms that are contextually related to the keywords y'all've targeted. Then, for case, if yous've positively targeted "ice cream" and you don't desire to automatically target "sorbet", make sure you lot've entered "sorbet" in your negative keyword targeting.

  3. Misspellings: Display & Video 360 won't automatically expand your keywords into misspellings. Therefore, we suggest you manually add any common misspellings to increment your line items' reach.

  4. Impact to achieve: Calculation keywords volition likely result in more sites where your ads can serve. Similarly, removing keywords will likely reduce the number of sites where your ads can serve.

  5. Line item latency:If you lot add boosted keywords to an agile line item, information technology may accept 1–2 days before Brandish & Video 360 will be able to change your line item's bidding accordingly.

  6. Keyword latency: If you target keywords for new subject area matter (for instance, keywords related to contempo news), it may accept Display & Video 360 one or more days earlier the keyword is targetable.

  7. Disallowed symbols: If you are using special symbols for keyword matching in order to broaden or narrow searches, notation that the following symbols are not valid: , . ! @ % ^ () = {} ; ~ ` <> ? \ | " [] {} +

    • TrueView line items can still employ the post-obit special symbols for matching: " [] +

Go suggestions for keywords to target

Click the Request Suggestions push button on the Contextual Keywords page to get a list of keywords based on the advertiser'south landing page. If yous've already fix some keyword targeting, the suggested keywords will also include keywords related to words you've already entered.

Considerations when excluding keywords

  1. Contextual relevancy: Negative keywords only preclude ads from serving when the negative keywords are determined to exist central to the topic of the webpage or app. For instance, if your negative keyword list includes the word "sex activity", your ad could still run on a webpage containing the discussion "sexual practice" if the focus of the webpage is high schoolhouse pedagogy.

  2. Keyword limits:

    • Display and video line items can exclude a combined total of 25,000 keywords, using upwardly to v,000 individual keywords and up to 4 negative keyword lists (at upwards to five,000 keywords per listing).

    • YouTube ad groups tin exclude up to v,000 individual keywords.

  3. Manually enter alternate forms: Excluded keywords aren't automatically pluralized and canonicalized. Please explicitly enter any pluralizations or other forms of whatever keywords you want to exclude.

  4. Misspellings: Display & Video 360 won't automatically aggrandize your excluded keywords into synonyms or misspellings.

  5. Touch on to reach: Excluding keywords will reduce the number of sites where your ads can serve. This may or may non touch on reach, based on how broad or narrow your other targeting controls are.

  6. Latency:If y'all exclude new keywords in an active line item, it may have 1–2 days earlier Display & Video 360 will exist able to modify your line particular's bidding appropriately.

  7. Disallowed symbols: The following symbols are either ignored or invalid when used with negative keywords: , . ! @ % ^ () = {} ; ~ ` <> ? \ | " [] {} +

Negative keyword lists

If you frequently exclude the same keywords, you tin can save time by saving them every bit a negative keyword listing which you can then exclude. Negative keyword lists are useful as a way to group keywords you lot desire to exclude, much in the same way channels are useful as collections of websites or apps which can be targeted as a group.

Create a negative keyword list

You can create a negative keyword list in your advertiser'due south Channels & Keywords.

  1. Start in your advertiser, and then navigate to Resourcesand thenChannels & Keywords in the left bill of fare.
  2. Click the Negative keywords tab, then click New listing.
  3. Enter a proper name for your list.

  4. Enter keywords, one per line or separated by commas.

    Each negative keyword listing can incorporate upward to 5,000 keywords.

  5. Click Save once y'all're washed building your listing.

At present you lot tin can select your negative keyword list by clicking toTargeting and thenKeywordsand thenExclude in your line items.​

Considerations

  • Line items tin can target up to 4 negative keyword lists.
  • Advertisers can create upwards to 20 negative keyword lists.
  • Negative keyword lists are supported at the line particular level for YouTube & partners but not at the advertizing group level.
  • The following symbols are either ignored or invalid when used with negative keyword lists: , . ! @ % ^ () = {} ; ~ ` <> ? \ | " [] {} +

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