Keyword Targeting

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Keyword Targeting allows you to show certain campaigns only if they match the keywords passed in the ad code. This powerful targeting feature can be used in a wide range of cases. For example, with keyword targeting for display ads you can show a campaign...
  • if the page is the home page
  • on article pages about cars
  • to upgraded members
  • based on the visitor's search query
  • any other variable you've set on the page

Good to know...

  • Allowable characters are limited to letters (a-z), digits (0-9) and underscores (_).
  • Keywords are case-insensitive.
  • Keywords should contains at least 3 characters.
  • Spaces are ignored (Tip: replace them with underscores).

Passing on keywords in the ad code

Keywords are passed via the key/value pair &keywords= and separated by commas.
<span id=zone123456789></span>
<script async src='//,audi,upgraded_silver'></script>

Targeting campaigns to those keywords

In your AdGlare ad server, browse to Campaigns => Targeting Rules and scroll down to the section Keyword Targeting. The rules that you can define here can contain logical OR and AND operators by writing a comma or a new line accordingly. Let me give you a few examples.

We'd like to target the campaign to the keywords 'cars' OR 'motors'. We then write:
cars, motors

Now, if we want to target the campaign to the keywords 'cars' AND 'audi', we write:

Imagine we'd like to elaborate further on this by only showing the campaign when the keywords 'cars' OR 'motors' are present AND the visit came from a member upgraded to a silver membership:
cars, motors

Negative Keywords

Negative keywords can be targeted by adding the ! sign before the word. Let's take the last example, but now I'd like to target the campaign when the member is NOT upgraded to a silver membership.
cars, motors

Wildcards, partial-matches

Instead of an exact match, you can specify partial matches by using the % sign. Here it goes:
%juice targets juice, apple_juice, but NOT juice_bottle
juice% targets juice, juice_bottle, but NOT apple_juice
%juice% targets juice, juice_bottle, apple_juice, apple_juice_bottle and juicer

Full example

Now we could combine all syntax to target the campaign to the keywords 'cars' OR 'motors' AND when the member is NOT upgraded to any silver, golden or any other membership.
cars, motors

No exclusivity by default

Passing on keywords in the ad code doesn't target campaigns matching those keywords exclusively. Campaigns without keyword targeting rules that are also eligible to be displayed in that zone will have a chance too. Briefly put, campaigns with Keyword Targeting enabled are just more restrictive than those which haven't.

Serving keyword-targeted campaigns exclusively

If you pass on keywords to your ad code, you may want to show campaigns that matches those keywords exclusively. In other words, matching campaigns will be served first. If no campaign can be found that matches your keywords at all, other campaigns will be served. To set this up, you should push your keyword-targeted campaigns to a higher campaign tier. On the page Campaigns => Settings, set the Campaign Tier to 'Override Campaign', while leaving your non-targeted campaigns at the normal level.

If you would like to discuss further technical details, feel free to contact us.

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