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

 

Priority orderDescription 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]
Keywords & match type
-"birthday gift" (match type: Broad Match)
-"gift" (match type: Phrase Match)
Search query
 "birthday gift"
In this case, "birthday gift" (match type: Broad 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]
Keywords & match type
-"birthday gift" (match type: Broad Match)
-"gift" (match type: Exact Match)
Search query
"birthday giftt"

In this case, "birthday gift" (match type: Exact Match) is in priority order.

3Keyword with highest auction rank

If multiple keywords in same Ad Group are matching with Search Query, the Keyword with highest auction rank is in priority order for Ad display.

[Example]
Keywords
-"birthday gift" (auction rank: 1.8)
-"birthday gift flower" (auction rank: 1.3)
Search Query
 "birthday gift"

In this case, "birthday gift" which has higher rank is used for displaying ads.

 
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 general, high relevance of keywords correlated with a higher auction rank. However, in rare cases, highest ranked keyword may appear to be less relevant than other keywords. If ads are displayed with less relevant terms, please check the search query report and add less-relevant terms as negative keywords.
    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.

Please refer following page for the details.
Automatically optimize ad display

View this page in Japanese