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Keyword Targeting

Requirements

In order to use keyword targeting, you must have at least one active campaign in your advertiser account. You can find out more on the FAQ for advertisers page.

Increase the performance of your ads!

Keywords are words or phrases which describe your product or service in more detail and with the help of keywords you can align your creatives with your target group. Through keyword targeting, ads are automatically targeted either content-sensitively on thematically relevant websites, on matching search queries of the user or on matching keyword queries extracted from the URL.

Example of creative with the keyword "mallorca"

Keyword Options

Broad Match – recommended for reach!

Your ad will be placed on keywords and search queries with similar phrases and relevant variants. The order of the keywords is unrestricted. 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

  • Your ad will be displayed on a large number of relevant keyword combinations.

  • If there are several words in a broad keyword, only one of them or its broad variants must appear in the search query.

Disadvantages

  • Your ad might be displayed for less relevant keyword combinations or search queries.

  • It may be useful to define excluding keywords.

Example

Broad Match Including Broad Match Modifier

Ad will be display for:

  • Mallorca Reise Lastminute

  • Mallorca Reisen Lastminute

  • Mallorca Reise Last-Minute

  • Reise Mallorca Lastminute

  • Lastminute Mallorca Reise

  • Mallorca Urlaub Lastminute

  • Mallorca Reise Lastminute billig

  • Mallorca Reise billig Lastminute

Ad won't be displayed for:

  • Portugal Reise Lastminute

  • Mallorca Reise

  • Malllorca Reise Lastminute

The Broad Match Modifier can be used to refine keywords. In this case, words with a plus sign in front of them must be contained exactly in the search query. Typical spelling mistakes and the plural form of the keyword are automatically taken into account and do not need to be added separately. Synonyms of the keyword are not matched when using the Broad Match modifier.

Advantages

  • The range is increased in comparison to exact match and limited in comparison to broad match.

  • If there are several words in a keyword, all words preceded by a plus sign must appear in the search query.

  • The order of the keywords does not necessarily have to be followed.

  • The creative cannot be displayed for irrelevant search queries.

Disadvantages

  • When creating a campaign, it is necessary to consider which keywords must be included in the search query and which should be marked with a plus sign.

Example

Ad will be displayed for:

  • Mallorca Reise Lastminute

  • Mallorca Reisen Lastminute

  • Mallorca Reise Last-Minute

  • Reise Mallorca Lastminute

  • Lastminute Mallorca Reise

  • Mallorca Reise Lastminute billig

  • Mallorca Reise billig Lastminute

Ad won't be displayed for:

  • Portugal Reise Lastminute

  • Mallorca Reise

  • Malllorca Reise Lastminute

  • Mallorca Urlaub Lastminute

Phrase Match

Your ad will be placed on keywords and search queries with identical phrases. The group of words is defined with the help of quotation marks. The order of the keywords is also taken into account during matching. Plural forms are included, but synonyms are not.

Advantages

  • The order of the keywords is taken into account.

  • Fewer impressions are obtained for unwanted keywords that do not match your phrase.

  • Phrase match can increase the likelihood of clicks for selected keywords, as your ad will only be shown if it matches the phrase.

 

Disadvantages

  • If you know your keywords very well and want to make sure that your ad is only played if it matches exactly, "Exact Match" is the better alternative.

Example

Ad will be displayed for:

  • Mallorca Reise Lastminute

  • Mallorca Reisen Lastminute

  • Mallorca Reise Last-Minute

  • Mallorca Reise Lastminute billig

Ad won't be displayed for:

  • Mallorca Reise

  • Reise Mallorca Lastminute

  • Portugal Reise Lastminute

  • Malllorca Reise Lastminute

  • Lastminute Mallorca Reise

  • Mallorca Urlaub Lastminute

  • Mallorca Reise billig Lastminute

Exact Match

Your ad will be displayed for keywords and search queries that contain only this group of words. The group of words is defined by square brackets. There is no matching for synonyms, plural forms and/or spelling mistakes.

Advantages

  • It is exactly traceable for which keywords/search query the ad was placed.

  • No excluding keywords have to be used.

Disadvantages

  • It may happen that the ad is not displayed even though the keyword combination or search query would have been relevant for the ad group.

Example

Ad will be diplayed for:

  • Mallorca Reise Lastminute

Ad won't be displayed for:

  • Mallorca Reise Last-Minute

  • Mallorca Reisen Lastminute

  • Mallorca Reise

  • Mallorca Reise Lastminute billig

  • Reise Mallorca Lastminute

  • Portugal Reise Lastminute

  • Malllorca Reise Lastminute

  • Lastminute Mallorca Reise

  • Mallorca Urlaub Lastminute

  • Mallorca Reise billig Lastminute

Negative Match

As soon as a search query contains these keywords, your ad will not be triggered. Synonyms and plural forms must be defined additionally. Excluding keywords can be broad match, phrase match or exact match.

 

How To Add Keywords

Upper and lower case

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

Step 1

LogIn here with your access data in the advertiser Frontend.

Step 2

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

Step 3

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

Step 4 (optional)

You can use the button "Negative keywords" in the campaign overview in the tab "Keywords" to define the keywords for which you do not want your ads to appear.

Step 5 (optional)

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

 

Where do the keywords that describe the content of a website come from?

The websites of the Internet portals on which your creatives appear are checked for their content by AdUp Technology. The relevant keywords are extracted using the following methods.

  • The website uses SEO-optimized URLs, which contain an exact description. The relevant information is extracted from this information and converted into keywords. The keyword is usually a combination of type and destination, e.g. "Hotel München". The specific destination is also recognized as a single keyword.

  • The website actively submits AdUp those keywords that describe the content of the page exactly and/or reflect the search query of the user (thematically). The keyword can be a destination such as "Spain" or "Mallorca", a specific hotel name or a topic such as cruises or ski trips. Especially in the tourism sector or on shopping portals, this is the quantitatively clearly dominant variant.

  • A crawler analyses the web pages for relevant terms, their frequency, significance, placement and font size. This method is used, for example, for editorial websites such as news portals.

  • The website transfers the user's specific search query to AdUp via a text input field, analogous to a search engine. Keywords can also contain typos here. This type of search query is comparatively rare.

 

How To Use Placeholder In Your Creatives

Usage

With the help of placeholders, you can strongly individualize your ad texts and thus simultaneously cover thousands of products or destinations and achieve higher click rates. A product feed that contains the corresponding information is required. 

Placeholder can be used for:

  • Headline (max. 35 characters)

  • Text (max. 80 characters)

  • Display URL (max. 35 characters)

  • Final Click URL (e.g. one 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 in the ad text or if replacement is not possible. This means that a fallback text can only be so long that the maximum number of characters is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder and are not case-sensitive.

Keyword-Options

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

Normal Keyword-Placeholder

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

Notation

Description

Placeholder Notation

Result

All letters lower case

First letter upper case

First letter of each word upper case

Entire first word and every subsequent word first character is capitalized

keyword

Keyword

KeyWord

KEYWord

urlaub mallorca

Urlaub mallorca

Urlaub Mallorca

URLAUB Mallorca

Entire first word and every subsequent words first character is capitalized

KeyWORD

Urlaub MALLORCA

Examples

Keyword matches:

Lastminute Mallorca: -30%

Keyword does not match or text is too long:

Lastminute Reisen: -30%

Keyword matches:

www.example.com/mallorca

Keyword does not match or text is too long:

www.example.com/lastminute

Keyword-Fit-Placeholder

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, the fallback text of the placeholder is used.

Notation

Description

Placeholder Notation

Result

All letters lower case

First letter upper case

First letter of each word upper case

Entire first word and every subsequent words first character is capitalized

keywordfit

Keywordfit

KeyWordFit

KEYWordFit

urlaub mallorca

Urlaub mallorca

Urlaub Mallorca

URLAUB Mallorca

Entire first word and every subsequent words first character is capitalized

KeyWORDFIT

Urlaub MALLORCA

Example

Keyword matches :

Jetzt Rabatte für Mallorca sichern & bis 50% sparen!

Keyword matches but the keyword including static text exceeds the maximum number of characters. The keyword replaces the complete text:

Aparthotel Roc Illetas Playa & App. Bouganvilla

Keyword matches but the text is too long. Now words are removed from the end of the keyword phrase until the maximum number of characters is reached:

El Transcantábrico ‘Clásico’ und El Transcantábrico ‘Gran Lujo’ Hotel ...

Keyword does not match or the first word of the keyword phrase is longer than the maximum number of characters. The fallback text is used:

Jetzt Rabatte für Spanien sichern & bis 50% sparen!