Contextual Keyword Targeting - Campaign Manager

Contextual Keyword Targeting enables you to place ads on web pages where your selected keywords appear — aligning your message with relevant content contexts.

GUIDE:

• Contextual Keyword Targeting Overview
• Step-By-Step Guide For Sourcing a Keyword List
• Tips & Tricks For Creating Keyword Lists
• Upload a Keyword List Using an Excel Template
• Manually Create a Keyword List
• Editing Keyword Lists
• Implementing Contextual Keyword Targeting in Campaigns

Contextual Keyword Targeting

When you upload or build a list of keywords (or phrases), Choozle scans available site/app content and places your ads on pages that include those keywords or similar terms.

Important note: This feature is currently only available for campaigns run via The Trade Desk (TTD).* Amazon DSP does not currently support keyword‑level contextual targeting within Choozle.
Additionally, keyword‑level performance reporting is not available yet — you’ll see performance at the ad group or segment level instead.

Contextual Keyword Targeting Overview Document

Why use it

• Helps align your ads with content themes rather than just audiences.

• Enables message relevance: you can show your creative beside content where your product/service is topically relevant.

• Adds a targeting layer beyond just audience/behavior - great for top‑of‑funnel, brand awareness, or contextual reach strategies.

Step-By-Step Guide For Keyword Lists

1. Start tightly.
   Select keywords and phrases very closely linked to your product/service. Example: if you’re selling running shoes → “men’s running shoes”, “women’s running shoes”, “brand X shoes”, “gym shoes”.

2. Expand thoughtfully.
   Broaden beyond just buy‑intent words to game‑changing content‑intent words: e.g., “marathon training”, “trail running tips”, “sprinting tips”. These are likely to appear in content that feeds your audience’s interest.

3. Use keyword tools for inspiration.
   Use a search‑marketing keyword planner to explore terms people search for — then convert those into terms likely to appear in articles/blogs/news. Example: “best‑running shoes” or “men’s running shoes” (rather than “best running shoes men’s 2021 sale” which is more search intent than content context).

4. Validate your list.
   Ask: “How often would someone write an article using this phrase?” If the answer is high, it’s likely to yield inventory.

5. Keep scale in check.
   While you can upload up to 5,000 keywords per list, Choozle flags a warning if you go over 2,000 keywords — large lists can reduce relevance and delivery efficiency.

Tips and Tricks  For Keyword Lists

• List size guidance: Aim for under ~2,000 keywords for best performance and delivery.

• Language considerations:

  • Accent marks will be stripped on upload.

  • Use phrases under 100 characters.

  • Hyphens/periods allowed; other special characters or accented characters not.

• Match logic:

  • All keywords operate with “similar” match logic (meaning variations are included, e.g., “cat” → “cats”, “bobcat”).

  • Keywords use “OR” logic (meaning if any keyword in the list appears, the context can match).

  • Keywords are not case‑sensitive (“USA” = “usa”).

• Negative keyword lists:
  Use exclusion keyword lists if there are contexts you definitely don’t want to appear in. For example: a car‑company might exclude phrases like “car recall”, “vehicle accident”, etc.

• Exclusive Bidding Adjustment:
  When implementing in the campaign, you’ll see a toggle:

  • Exclusive ON → Bid only on inventory matching your keywords/actions/sites.

  • Exclusive OFF → Bid normally, but your keyword list acts as an additional layer rather than the sole inventory source.

How to Upload / Manage a Keyword List

Upload via Excel template

1. Go to Libraries > Keyword Lists → Create Keyword List → Upload.

2. Download the Excel template.

3. In the first worksheet, enter one keyword/phrase per row in Column A.

4. Name the file, save and close it.

5. In Choozle, select Upload File, pick your file, click Add.

6. Your list appears in the table. Name the list and click Save. Status will show “Pending” then switch to “Ready” (typically within a few hours).

Create manually

1. In the Keyword Lists dashboard, click Create Keyword List → type your keywords/phrases one per line.

2. Click Add. List populates the table.

3. Give the list a descriptive name and click Save.

4. Status shows “Pending” while processing, then “Ready”.

Edit existing lists

1. Navigate to Libraries > Keyword Lists.

2. Click the list you want to edit.

3. You may remove individual keywords or clear the list altogether.

4. To add new keywords, type one per line and click Add.

5. Click Save. Changes will apply immediately to any ad groups using that list.

Implementing Keyword Targeting in a Campaign

1. From the Campaigns dashboard, select the desired Campaign, then go to the Ad Group you’ll modify.

2. In the Sites/Apps, Keywords & Categories field, enter your Keyword List name.

3. Toggle Include if you want to show ads in contexts matching your list; toggle Exclude if you want to block those contexts.

4. Configure the Exclusive Bidding Adjustment:

   • OFF → Inventory outside your keyword list is allowed (you’re just layering keywords).

   • ON → You will only bid on inventory matching your keywords/sites/categories.

5. Save your ad group settings. Delivery will begin according to your targeting and bidding settings.