How does keyword targeting work?

What is Keyword Targeting?

With Keyword Targeting, you reach users precisely when their search query or the content of a website matches your offer.

Keywords describe your products or services and form the basis for delivery of your campaigns.

AdUp can automatically play ads on suitable environments based on:

• Search queries

• Website content

• SEO URLs

• Thematic keywords

• URL structures

automatically on suitable environments.

Requirements

To use Keyword Targeting, you need at least one active campaign in your advertiser account.

Keyword options at a glance

Depending on your campaign goal, you can use different keyword match types.

Broad Match

Ideal for maximum reach.

The ad also appears for:

• Similar search terms

• Synonyms

• Plural forms

• Common spelling mistakes

Advantages

• Greatest reach

• Discovers new search combinations

• Little maintenance effort

Disadvantages

• Lower precision

• Can include irrelevant search queries

Example

Mallorca Reise Lastminute

Broad Match Modifier

The Broad Match Modifier combines reach with higher control.

Keywords with a leading + must be included.

Example

Mallorca +Reise +Lastminute

Advantages

• Higher relevance

• More controlled reach

• Order does not matter

Disadvantages

• Careful keyword selection required

Phrase Match

The search query must contain your defined phrase.

The order of the terms is preserved.

Example

"Mallorca Reise Lastminute"

Advantages

• High relevance

• Controlled reach

• Fewer wasted impressions

Disadvantages

• Lower reach than Broad Match

Exact Match

The ad appears exclusively for exact matching search queries.

Example

[Mallorca Reise Lastminute]

Advantages

• Maximum control

• Highest relevance

• No unexpected search terms

Disadvantages

• Lowest reach

Negative Keywords

Negative keywords prevent your ads from being delivered for unwanted search queries.

This helps to reduce wasted impressions.

Creating Keywords

1. Open Ad Group

Open your campaign and switch to the Keywords section.

2. Add Keywords

Create new keywords or add to existing ad groups.

Optionally, you can define per keyword:

• Individual CPC

• Final Click URL

3. Set up Negative Keywords

Via Negative Keywords, you can define search terms for which your ads should not appear.

4. Restrict Advertising Networks

Optionally, you can select or exclude websites or newsletters.

Where do the keywords come from?

AdUp automatically determines relevant keywords from various sources.

These include, for example:

• SEO-optimised URLs

• Structured data from publishers

• Search queries from users

• Editorial content

• Semantic website analysis

This allows ads to be served on both traditional content sites and within specific search processes.

Using Keyword Placeholders

Keyword placeholders allow for automatic personalising of your ads.

They can be used in:

• Headline

• Description

• Displayed URL

• Final Click URL

Default Placeholder

Example:

Lastminute {Keyword:Reisen}

For a search query for Mallorca, this becomes:

Lastminute Mallorca

If no keyword can be inserted or if the text exceeds the maximum length, the fallback is used automatically.

Keyword-Fit Placeholder

Keyword-Fit replaces the entire ad text with the keyword if necessary.

This allows even very long keywords to be optimally integrated.

Example:

Jetzt Rabatte für {KeyWordFit:Spanien}

Depending on the keyword, the best possible version of the ad text is created automatically.

Notes

For keyword placeholders, we recommend using:

• Exact Match

• Broad Match Modifier

These variations ensure the highest relevance and avoid unsuitable or misleading ad copy.

Best Practices

• Use different match types depending on the campaign goal.

• Use Broad Match for reach and Exact Match for maximum control.

• Work consistently with negative keywords.

• Use keyword placeholders to automatically personalise ads.

• Test different keyword combinations regularly and optimise based on performance.