Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Basic of Ad appearance with Keyword selection

With Search Ads, ads are displayed based on the relevance between your keywords and the internet users' search term (search query) on Yahoo! JAPAN and partner websites.

Only one ad appears on each search result page though multiple ads exists in the same account.

Tips
Multiple ads in same account do not appear at the same time. (Excluding ads approved by us)

Following explains the examples:
When having several similar keywords which matches with the search query(search term) in same account
When multiple ads exists in same ad group

When having several similar keywords which match with the search query (search term) in same account

When having several similar keywords which match with the search query (search term) in same account, preferences explained on Table 1 and 2 below applied to choose which keyword should be used to display ads.

Tips
  • Having multiple keywords which matches the same search query does not increase the costs.
  • Which keyword is used to enter the auction is decided by following preferences. Ads entered the auction will be compared with other advertisers' ads and decided whether to have Ad Display Options or how they are displayed. The CPC (click cost) is limited by the bid set for ad group/keywords; minimum cost is charged.

Check the following help topic for how ad positions are decided.
Ad Position

PriorityDescription and examples
1Keywords that are the same as the search query with the match type "exact match"

Keywords that are the same as the search query and that have an exact match type set will be used for ad display with the highest priority.

Example 1:
  •  Keywords & match type
    • 「誕生日プレゼント」"birthday gift" (Broad Match)
    • 「誕生日プレゼント」"birthday gift" (Exact Match)
  • Search query
    「誕生日プレゼント」

In this case, 「誕生日プレゼント」"birthday gift" (match type: Exact Match) which is identical to search query is in priority order.

2Keyword that is the same as the spelled-corrected search keyword with the match type "Exact match"

Keywords that are the same as the spelled search query with the match type of "exact match" will be used in the second priority for displaying ads.

Example 2:
  •  Keywords & match type
    • 「誕生日プレゼント」"birthday gift" (Broad Match)
    • 「誕生日プレゼント」"birthday gift" (Exact Match)
  • Search query
    「誕生月プレゼント」"birthmonth gift"

In this case, 「誕生日プレゼント」"birthday gift" (match type: Exact Match) is in priority order.

3Keyword that is the same as the user's search query, AND with the match type "Phrase match" or "Broad Match"

Even if the keyword same as the user's search query, the keyword with the match type is "Phrase match" or "Broad match" is prioritized lower than the keyword with the match type "Exact match". Check Example 1 above.

4Keywords that are the same as the spelled search query, AND with the match type of "Phrase match" or "Broad match"

Even if the keyword same as the spelled search query, the keyword with the match type is "Phrase match" or "Broad match" is prioritized lower than the keyword with the match type "Exact match". Check Example 2 above.

5

Keyword with highest auction rank (with all match types)

When there is no keyword same as the user's search query in your account, the best keywords are selected by combining the relevance with the search query and the auction rank. Relevance is calculated based on the meaning of the search query and the meaning of all keywords in the ad group, but details are not disclosed.

Tips
  • As the following example, there is a case that the above priority order does not apply because of the campaign daily budget short.
    Example:
    According to the above preference, the keyword “Gift, Celebration” (Match Type: Exact) in campaign X should be used. However, the keyword in campaign Y appears instead of campaign X because of campaign X’s budget status.

example

  • Above preference may not apply if many identical Keywords exist in an Account.
  • As an exception of above preferences, Keywords with higher auction rank and lower click cost may be selected.
  • For the low search volume Search Query, above preference may not be used.
  • In the past, keywords with a high auction rank tended to be easier to select regardless of their relevance to the search query, but this has now improved.
    If your ad is still displayed in a irrelevant search query, refer to the search query report and add the irrelevant search query in the ad group as a negative keyword.
    Search Query Report
    Add Keywords and Negative Keywords from the Search Query List

Please refer to the following pages to learn about “auction rank”, “match type” and “campaign daily budget”.
Ad Position
Match Types
Campaign Daily Budget


 When multiple ads exists in same ad group

When multiple ads exist in same ad group with keywords match search query, settings for ad rotation decides which ad to be displayed.

Refer following page for the details.
Automatically optimize ad display

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