Search keyword targeting delivers ads to the audience who used the specific search terms. To set up this targeting option, create a set of keywords-"Search keyword list."
How it works
Benefits
How to use the search keyword list
Associate search keyword list
Check the performance
How it works
What is search keyword targeting
This targeting option delivers ads based on the search terms used in the Yahoo! JAPAN search pages. When an audience visits a web page that places Display Ads, your ad appears based on their past browsing history. You can expect to reach out directly to your audience. Additionally, you can reach the same target audience using keywords in Search Ads campaigns.
Tips
	
Available durations of the search history are: Within 1 day, 3 days, 7 days, 14 days, and 30 days. Each list can have a different duration.
	
You can select the number of times a user searched using the search keywords in a specified duration. "1 or more," "2 or more," and "3 or more" are available. Each search keyword list can have different settings.
	
When the system detects the same user using multiple devices (PC, smartphone, tablet, etc.), ads will appear based on the search history.
Example: When Yahoo! JAPAN users (signed in) have searched on the PC, users who signed in using the same Yahoo! JAPAN ID will see your ads on the tablet.
How it works
Search keyword targeting breaks down recent search queries (words and phrases users used to search for something) into terms. When advertisers' search keywords match these terms, your ads show to audiences based on their recent browsing history.
The following table shows examples of ad matching decisions.
1: Ad delivers
Your search keyword
「不動産」
(real estate)
Search query
「東京　不動産」
(Tokyo real estate)
2: Ad delivers
Your search keyword
「東京　不動産」
(Tokyo real estate)
Search query
「東京　不動産」
(Tokyo real estate)
3: Ad delivers
Your search keyword
「不動産　東京」
(real estate Tokyo)
Search query
「東京　不動産」
(Tokyo real estate)
The ad doesn't deliver
Your search keyword
「東京　不動産」
(Tokyo real estate)
Search query
「不動産」
(real estate)
Tips
	
We break down terms based on our method, and some words may not be used for ad delivery.
Example: We don't break down "Automobile" into "Auto" and "mobile" for ad delivery.
	
The order of search terms doesn't matter.
	
To show your ads to less audience, combine some words.
	
The break-down method will improve over time.
Benefits
	
Precise targeting for each keyword
You can deliver ads to the target audience more precisely than the regular targeting options.
	
Works together with Search Ads
By using the same keywords with Search Ads, you can reach the same target audience with Display Ads (Auction).
How to use the search keyword list
1. Create a search keyword list
Create a list of terms (search keyword list) in advance. You can show your ads to the people searched using terms in your list. 
Learn more:
Search keyword list
Create search keyword list
Manage search keyword lists

2. Prepare a campaign or ad group
*Skip this step if you already have an ad group.
When you create a campaign and ad group at the same time in the Campaign Management Tool. Learn more
To create an ad group in the existing campaign, see this help topic.
3. Associate a search keyword list to an ad group
You need to associate your search keyword list with an ad group. Learn more in the following section.
Associate search keyword list
There are two ways to associate search keyword targeting.
From the search keyword view
Steps
	
From the sidebar menu, click “Search keyword.”
	
Click “Edit.”
	
Select the campaign and ad group you want to associate with the list. 
	
Select "Specify search keyword lists."
	
From the search keyword list, select one. 
The selected list appears on the right.


Tips
・To select a different ad group, click “Change setting target.” 
・The "i" icon next to the search keyword list name will show the title, description, and up to five search keywords of the list.
・To modify or create a list, click “Go to search keyword list.” 
	
Click “Set.”
 
From the ad group creation and settings view
Steps
	
When you create or modify an ad group, select "Specify search keyword lists."
	
From the search keyword list, select one.
The selected list appears on the right.

Tips
・ The "i" icon next to the search keyword list name will show the title, description, and up to five search keywords of the list.
・To view the latest search keywords after creating a new list, click “Reload.” 
・To modify or create a list, click “Go to search keyword list.” 
	
Click “Create” or “Save.”

Note
	
If you narrow down the target audience too much, your ad impressions may decrease.
	
Yahoo! JAPAN doesn't guarantee the accuracy of targeting. It varies depending on the selected settings and other factors.
Check the performance
You can check the performance (impressions, clicks, conversions, etc.) of the search keyword targeting in two ways.
The lists in the Campaign Management Tool
The performance data appears in the list of search keywords.  Learn more
Performance report
From the sidebar menu, click "Basic," then "Search keyword name" and "Search keyword list ID." 
*To view each search keyword's performance data, specify "Search keyword" from "Segment." Learn more
Note
When a user matches multiple search keyword lists, the list with the highest bid adjustment rate will get all of the performance results. If the multiple lists have the highest bid adjustment rate, each list will have the results. Because of this, the sum of the actual results for search keyword targeting may not match the data in other performance reports.