Use the Keyword Details page to view statistics for the selected keyword over a specified date range, set the keyword bid and update keyword settings such as match type and alternate text.

• Understanding Keyword Status

• Working with Keywords

• Using the Default Bid

• Specifying a Custom Bid

• Understanding Match Types

• Understanding Custom URLs

• Understanding Alternate Text

Understanding Keyword Status

The keyword's status appears near the top of the Keyword Details page, showing the keyword's current status information and whether or not the keyword is active.

Note: If a keyword or its parent ad group or campaign is not active, then the title in the breadcrumb (the navigation path below the tabs at the top of the screen) appears in red text.

Working with Keywords

From the Keyword Details page you may:

• View alerts for the selected keyword.

• Select the advanced match type or the standard match type.

• Set a custom URL.

• Set alternate text for your ads using keyword tokens.

• Change the date range for the table.

• Use the default bid or specify a custom bid.

To view alerts for a keyword:

1. Navigate to the Campaigns page > Campaign Details page > Ad Group Details page

2. Identify the keyword to view and click its link. The Keyword Details page opens.

3. Click View Alerts. The Alerts dialogue box opens.

4. View the alerts for the keyword.

To change the date range of the keyword statistics:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword to view and click its link. The Keyword Details page opens.

3. Click the calendar icons in the upper right corner of the View Keyword Performance panel. The Select Date Range dialogue box opens.

4. Set the start date and end date.

5. Click Save Changes.

Using the Default Bid

A default bid can be set to apply to all Sponsored Search keywords in an ad group. For each Sponsored Search keyword, you can either use the default bid or specify a custom bid that is unique to that keyword.

To simplify bid management, you can use the default bid for most of your keywords. You may want to use the default bid for keywords that you feel comfortable managing as a group.

For example, you may have a small set of keywords for which you specify custom keyword bids and a larger set of keywords that you manage using the default bid. You can easily reset the bid for all of the keywords at once simply by updating the default bid.

The Content Match bid is set for a given ad group. You cannot specify a custom bid for Content Match keywords. Rather, the Content Match bid that you set applies to all Content Match keywords in the ad group.

Note: When campaign optimisation is on, you may use the default bid limit. The default bid limit is the maximum price that you are willing to pay for a click.

To use the default bid for a keyword:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. Select Use Default Bid from the dropdown list. Note that the bid value appears greyed out, which means you cannot change it at the keyword level.

4. Click the Save Keyword Bid button near the bottom of the page.

Specifying a Custom Bid

A custom bid can be set for Sponsored Search keywords. When you specify a custom bid for a keyword, you must manually manage that keyword’s bid separately from the other keywords that are using the default bid. A custom bid can be set though the Ad Group Details page, the Keyword Details page or the Import Campaign process.

Consider specifying a custom bid for keywords that require more pricing control. For example, a custom bid may be needed if you need to set a higher bid price to remain competitive for certain keywords.

When campaign optimisation is on, you specify a custom bid limit.

To specify a custom bid for a keyword:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. Select Specify Custom Bid in the dropdown list.

4. Enter the custom bid amount in the text field. For example, you may wish to enter a custom bid of £0.80 instead of using the default bid of £0.20.

5. Click the Estimate button to see estimates of clicks based on the bid you entered. You can enter different custom bid amounts to understand how different bids may affect the Estimated Average Position, the Estimated Share of Available Clicks and the Bid Forecast graph. You can also switch between a Custom Bid and the Default Bid for comparison.

6. Click the Save Keyword Bid button at the bottom of the page.

Understanding Match Types

The standard and advanced match types are described here.

Table 1.

Match Type	Description
Standard Match Type	The standard match type displays your ad for exact matches of your keywords, including the following: Variations in case. Singular and plural forms of the keyword. Common misspellings of the keyword. Topics relevant to the keyword. Topics relevant to your titles and descriptions.
Advanced Match Type	The advanced match type may display your ad for a greater number of searches by expanding match possibilities. Unlike the standard match type, your ad may be displayed whenever the keyword is part of a phrase or term. For example, with advanced match type, the keyword “suede shoes” could match for a search on “blue suede shoes” or “shoes with leather and suede tongues”. The key benefit of advanced match type is simplicity – you do not need to think of and enter every possible variation of a keyword to attract traffic.

To select a match type:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. In the Match Type field at the top of the page, click Standard or Advanced. The Set Match Type dialogue box opens.

4. Select the button for Standard or Advanced in the dialogue box.

5. Click Submit.

Understanding Custom URLs

A custom URL is unique to a keyword and overrides the ad URL. The ad URL may not be ideal for certain keywords such as a specific product or model number. In certain cases, you may want to link a customer directly to the web page for that product or model number. Use a custom URL to enable destination page selection for specific keywords.

To set a custom URL:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. In the Custom URL field at the top of the page, click edit. The Enter a Custom URL dialogue box opens.

4. Enter a custom URL in the dialogue box.

5. Click Submit.

To remove a custom URL:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. In the Custom URL field, click edit. The Enter a Custom URL dialogue box opens.

4. Clear the URL text in the dialogue box.

5. Click Submit. When the ad is displayed, the Custom URL will no longer be the destination URL. Rather, the destination URL will be the one specified in the ad.

Understanding Alternate Text

Use alternate text to display your ad with different text in place of the keyword. Alternate text overrides the default keyword replacement provided that insertion of the alternate text does not cause the title and description to exceed the maximum length allowed. If inserting the alternate text causes the title or description to exceed the maximum length, the default text defined in the keyword token will be used.

Table 2.

Reason to use Alternate Text	Example
To substitute shorter text than the actual keyword.	Use alternate text "30GB mp3 player" instead of the keyword "white mp3 player 30GB 2.5-inch display" so the ad's title and description fit within word limits.
To substitute more readable or more grammatically-correct text than would result from the keyword.	Use alternate text "fridges" instead of the non-plural keyword "fridge" so the ad reads "Great deals on fridges".
To substitute case-specific text.	Use alternate text "Yorkshire" instead of the keywords "yorkshire" or "YORKSHIRE" so the correct version of the name appears in the ad.
To substitute more descriptive text than the actual keyword.	Ad Title - Great deals on {KEYWORD:holiday breaks to France} at travel.yahoo.com Keyword - France breaks Alternate Text - (none) Keyword - paris flight Alternate Text - holidays to Paris

Remember that if inserting the alternate text in the ad title or description causes the title or description to exceed the maximum length, the alternate text will not be used.

To set alternate text for a keyword:

1. Open the Campaigns page > Campaign Details page > Ad Group Details page.

2. Identify the keyword and click its link. The Keyword Details page opens.

3. In the Alternate Text field at the top of the page, click edit. The Enter Alternate Text dialogue box opens.

4. Enter the alternate text in the dialogue box.

5. Click Submit.

To change or delete alternate text, open the Alternate Text dialogue box and clear the text or retype it as needed.

To learn more about keywords, see Choose Keywords.