Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Search keyword targeting mechanism and settings

The basic mechanism and setting sequence for search targeting are described below.
■ What is Search Keyword Targeting
■ Benefits of Using Search Keyword Targeting
■ Ad Delivery with Search Keyword Targeting
■ How to make setting of Search Keyword Targeting

■What Is Search Keyword Targeting

Search Keyword targeting is a targeting function that uses the keywords searched for by a user of the various different types of Yahoo! JAPAN search functions. When a user who had searched for certain keywords in the past visits a Web page displaying the Yahoo! JAPAN Ads Display Ads another occasion, ads are displayed based on the search history of those keywords. This function allows for more refined targeting by each of the keywords. Also, since keywords employed in Search Adses are also used, this makes it possible to focus on the same target demographic.
Search Targeting Mechanism

Tips
  • Selectable options for the duration (effective period) of user’s search history for ad delivery are ‘within 1 day’, ‘within 3 days’, ‘within 7 days’, ‘within 14 days’ or ’30 days’. You can set the duration for each search keyword list.
  • Selectable options for the number of searches by user who can see your ads during the effective period are ‘once or more’, ‘twice or more’ or ‘3 times or more’. You can set the number of searches for each search keyword list.
  • When the system considered the searches by an unique user even on various devices (PC, smartphone, tablet or so), your ads will be delivered to the user with his/her search history basis.
    Example:
    In the case when an user searched in the past with Yahoo! JAPAN ID login, your ads will be delivered to the user even on the tablet which with same Yahoo! JAPAN ID login.

■Benefits of Using Search Keyword Targeting

  • More refined targeting by each of the keywords
    Ads can be delivered to the desired users based on each of the keywords, which offer a more refined level of granularity when compared to typical targeting functions.
  • Complimentary role of Search Ads
    Since keywords employed in Search Ads are also utilized in Search keyword targeting, this makes it possible to appeal to the same target demographic in Display Ads (Auction) as well. When combined with Search Ads, this allows for more focused promotions.

■Ad Delivery with Search Keyword Targeting

The user’s search term will be divided into single terms. Ads will be delivered when the advertiser’s registered search keyword matches the divided search term of the user.
Sample cases of keyword matching as follows.

Case 1advertiser’s registered「不動産」
“real estate”
user’s search term「東京 不動産」
“Tokyo real estate”
Case 2advertiser’s registered「東京 不動産」
“Tokyo real estate”
user’s search term「東京 不動産」
“Tokyo real estate”
Case 3advertiser’s registered「不動産 東京」
“real estate Tokyo”
user’s search term「東京 不動産」
“Tokyo real estate”
Case:
Ad will not be displayed
advertiser’s registered「東京 不動産」
“Tokyo real estate”
user’s search term「不動産」
“real estate”
Tips
  • If the divided search term of users is judged not to be related to the advertiser’s registered search keywords, the term will be excluded.
    (e.g.) “automobile” will not be divided to “auto” and “mobile”
  • The dividing search term method will have some different ways of writing with_ Okuri-gana for spelling, half/full-width character, capital/non-capital letter and so on.
  • The order of search terms will have no effect in ad delivery.
  • The dividing method above is just an example at this point. We are planning further improvements.

■How to make setting of Search Keyword Targeting

You can follow the steps below to start using Search Keyword Targeting.

  1. Create Search Keyword List.
    The list of keywords used in the Search Keyword targeting function are created as “Search Keyword List.”
    You can create search keyword lists on the Campaign Management Tool.
    Search Keyword List
    Create Search Keyword List
    Manage Search Keyword List

    Tips
    • Up to 1,000 search keyword lists are available on a single account.
    • Up to 500 search keywords are available for a single search keyword list.
    • The suggested search keywords displayed in the Campaign Management Tool are automatically extracted by the system based on factors such as the number of reaches (x-rated keywords and any other keywords that might be considered offensive are removed from the suggested search keywords).
    • Any keywords that do not appear as suggested search keywords cannot be added.
    • Suggested search keywords are updated a few times a week on business days.
    • You can check the newly added suggested keywords by sorting with "Date added".
    Note
    Search keyword list cannot be created by importing template on the Campaign Management Tool.
  2. Create a Campaign for Search Keyword Targeting
    You need to create a new campaign.
    Tips
    If you edit the existing campaign, you can skip this step.

    Create campaigns

  3. Set Search Keyword List to Ad Group
    You need to set the created Search Keyword List to the Ad Group of the Campaign you created on the step 2. After this setting, your ads on the Ad Group will be displayed for the keywords which included in the Search Keyword List created on the step1.
    Tips
    The number of search keyword lists you can set for one ad group is as follows.
    • Display Ads (Auction) : Up to 10 lists

    Create ad groups
    Edit campaigns, ad groups, and ads