Contextual Keyword Targeting - Campaign Manager

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

Choozle facilitates the use of contextual keyword targeting, which allows you to target URLs based on the keywords that appear within website pages. Once keywords are selected, sites with available ad placements are scanned, and you can place ads on sites with content that matches your keywords and phrases to place your message where it makes sense. 

• Contextual Keyword targeting is currently only available for Trade Desk campaigns. Amazon does not currently offer keyword targeting.
• Keyword-level reporting is not available at this time, but the performance at the entire segment/ad group level will be reported as usual on any reports.

Step-By-Step Guide For Keyword Lists

1. Start by finding words or phrases tightly linked to your product or service, including the product itself. For example, if you’re selling running shoes, include genders (men’s shoes, women’s shoes), brands (Nike shoes, Adidas shoes), and closely related words (gym shoes, track shoes).
2. Broaden that list to other closely related words. These words should expand the number of pages your ads can show to effectively reach your target audience at scale. Examples of running shoes would be “marathon training," “trail running,” or “sprinting tips." The trick is to target situations where your product or service is` relevant, not just when people actively want to buy.
3. Use a search marketing keyword planner to find any other relevant keywords. The key here is to convert keywords that people might search for keywords that would likely surface in a blog post, news content, or other online articles. For example, a search keyword someone might use is “best running shoes men’s." This phrase might be great in a search marketing context, but there likely won’t be any articles where a writer would use that phrase. A better phrase might be “best-running shoes” or “men’s running shoes."
4. Review your keyword list. Think, "How often would someone write an article using the keywords I’ve included?” If there’s a high likelihood that there is a lot of content using your keyword list, then you’ll be good to go.

Tips and Tricks  For Keyword Lists

• Keep your keyword lists within the recommended threshold of 2,000 keywords to ensure optimal campaign delivery. You can include up to 5,000 keywords per list, but a warning will appear if your list exceeds 2,000 to help maintain performance. With more keywords, the list can become too broad, decreasing the effectiveness of finding relevant content.
• The accent will be stripped upon upload if a keyword contains language accents. 
• Each phrase should be under 100 characters; you can use keyword phrases with spaces to better match your targeting needs.
• Hyphens and periods are allowed, but other special characters and accented characters are not.
• All keywords use the match type “similar” and “or” logic. This maximizes the scale of the list added and prevents adding a list that would impact an ad group's ability to spend its budget. Match types are set by default upon creating a list. 
  • Similar: Searches for the keyword and words similar to it. For example, for the keyword cat, similar words would be cat, cats, bobcat, and so on.
  • Or: At least one included keyword is present on the matched pages.
• Keywords and phrases are not case-sensitive. For example, "USA" and "usa" will produce the same results.
• Remember that you can use negative keywords. These can be very useful if there is content you definitely don’t want to show. If you’re a car company, you likely don’t want to place an ad next to an article about a car recall. You will want to create a separate list of negative keywords and add it as an exclusion to your ad group.

Upload a Keyword List using an Excel template

1. Click Create Keyword List. Select Upload. Download the Excel template.
2. In the first worksheet, enter the keywords into column A. 
3. Name, save, and close the file.
4. On the Create a New Keyword List page, select Upload File. Find and select the file containing your keyword list. Click Add.
5. Your keyword list will populate in the table to the right.
6. Give your list a name, and click Save.
7. Your keyword list will be created shortly. When it is ready to use, the status will change to “Ready.”

Enter a Keyword List Manually

1. Enter keywords in the window, typing one keyword per line. Click Add. Your keyword list will populate the table on the right. Don't forget to give your list a name!
2. A notification will appear in the "Status" column of the keyword library when the list is ready for use. Pending means it’s being processed, which can take 3-6 hours. When it is ready for use, the status will change to “Ready.”

Editing Keyword Lists

1. You can manage and edit any existing keyword lists from the keyword lists dashboard (Libraries > Keyword Lists).
2. Click the keyword list you wish to edit. You can remove single keywords or all keywords from your list.
3. Enter additional keywords in the window, typing one keyword per line. Then click Add. Your keywords will populate the table on the right.
4. Click Save. The changes will be immediately applied to any ad group that includes the given keyword list.

Implementing Contextual Keyword Targeting in Campaigns

1. Navigate to the Campaigns dashboard. Select a Campaign.
2. Select the desired ad group.
3. Enter the keyword list name in the Sites/Apps, Keywords, & Categories box. Hit Save. To target the keyword list, make sure the “Include” toggle is on. When set to “include,” bid factoring can be set. To avoid the keyword list, make sure the “Exclude” toggle is on.
4. Select your Exclusive Bidding Adjustment.

• • If you would like to bid on inventory outside of your site lists, categories, or keywords that are outlined, turn the Exclusive Bidding Adjustment OFF.

• • If you would like to ONLY bid on inventory that is in your site lists, categories, or keywords, turn the Exclusive Bidding Adjustment ON.