Use the Keyword Details page to view keyword performance data for a selected date range and to specify the keyword bid, custom URL, and alternate text for your Mobile Sponsored Search account.

• Opening the Keyword Details Page
• About Keyword Performance Data
• About Match Types
• About Keyword Bidding
• About Custom URLs
• About Alternate Text

Opening the Keyword Details Page

To open the Keyword Details page:

1. Click the Campaigns tab. The Campaigns page opens.
2. If you have more than one account, select the account from the dropdown list.
3. Click the campaign link. The Campaign Details page opens.
4. Click the ad group link. The Ad Group Details page opens.
5. In the Keywords tab, click the keyword. The Keyword Details page opens.

If you added the keyword to your Watch List or if it's a Top Keyword, you can open this page directly from the Dashboard.

To open the Keyword Details page from the Dashboard:

1. Click the Dashboard tab.
2. Above the watch list, select Watched Keywords or Top Keywords.
3. Click the keyword in the watch list. The Keyword Details page opens.

About Keyword Performance Data

The Keyword Details page displays performance data for the keyword for the date or date range you select. The data displayed in the Keyword Performance table includes:

• Average Position – The average position of an ad containing this keyword relative to other ads within the Sponsored Search results.
• Impressions – The number of times an ad containing this keyword is displayed.
• Clicks – The number of times an ad containing this keyword is selected.
• CTR – Click-through rate for ads containing this keyword. It's the number of clicks received divided by the number of impressions generated.
• Average CPC – Average cost per click. It's the cost of advertising divided by the number of clicks.
• Cost – Total cost of advertising for this keyword.

To change the date range of the performance data:

1. Open the Keyword Details page.
2. Click a calendar icon above the Performance Data table. The Select Date (to hand pick a start and end date) or Select Date Range (to select from predefined ranges) dialog box opens.
3. Select the start and end dates or the date range.
4. Click Apply.

About Match Types

The match type determines how a search term is matched to your ads. Currently, the Standard match type is the only match type that is available for Mobile Sponsored Search. With the Standard match type ads can be displayed for exact matches to the keyword, as well as variations in case (that is, differences in upper- and lowercase letters); singular and plural forms of the keyword; common misspellings of the keyword; and topics relevant to the keyword, ad titles, and ad descriptions.

About Keyword Bidding

For a Sponsored Search keyword, you can either use the ad group bid or specify a custom bid for the keyword that overrides the ad group bid. You can also customize your bid based on the carrier through which your ad appears. For example, for the same keyword you can specify a higher bid for one carrier and a lower bid for another carrier.

The default bid is the ad group bid. This ad group bid is the same for all carriers unless you customized the bid for each carrier at the ad group level. Using the ad group bid can simplify bid management because you have fewer keyword bids to manage. You may want to use the ad group bid for most of your keywords – especially those that you feel comfortable managing as a group. You can easily reset the bid for those keywords at the same time simply by updating the default bid.

If you specify a custom bid for a keyword, you must manually manage that keyword’s bid separately from keywords that use the default ad group bid. Consider specifying a custom bid for keywords that require more pricing control. For example, if you need to set a higher bid to remain competitive for some keywords, use a custom bid.

Keep in mind that your bid is used to determine your ad's position in search results for Mobile Sponsored Search.

Using the Ad Group Default Bid

To use the default bids for a keyword:

1. Open the Keyword Details page.
2. In the Bid panel you can see the current default ad group bid for each carrier under the Current Ad-Group Level Carrier-Specific Bids column. The bids for each carrier are the same unless you customized them at the ad group level. To use the specified default bid, select the Use Ad Group Carrier-Specific Bid option under the Keyword-Level Bidding column for each carrier for which you want to use the default bid. Note that you can use the default ad group bid for some carriers and customize the bid for other carriers.
3. Click Save.

Specifying a Custom Bid

To specify a custom bids for a keyword:

1. Open the Keyword Details page.
2. Select the Specify Custom option under the Keyword-Level Bidding column for each carrier for which you want to customize the bid. Note that you can customize the bid for some carriers and use the default ad group bid for other carriers.
3. Specify the bid amount you want to use in the bid amount box.
4. Click Save.

About Custom URLs

The ad's destination URL may not be ideal for some keywords such as a specific product or model number. In those cases, you may want to send a prospective customer directly to the web page for that product or model. Just specify a custom URL for the keyword. A custom URL is unique to a keyword and overrides the ad's destination URL. You can also have different URLs for the different carriers so that different web pages open over different carriers.

Like the ad's destination URL, the custom URL is reviewed for compliance with the Mobile Sponsored Search Editorial Guidelines. Until the URL is approved, the ad's destination URL will continue to be used when an ad is displayed.

Setting a Custom URL

To set a custom URL:

1. Open the Keyword Details page.
2. Select the Use a Custom Destination URL for This Keyword checkbox. The Enter a URL section opens.
3. In the URL field, enter a custom destination URL for this keyword. Unless you specify carrier-specific URLs, this will be the URL used for this keyword for all carriers through which your ad appears.
4. If you want to use a custom URL for different carriers, select the checkbox for those carriers and then enter the custom URL for each of those carriers.
5. Click Save.

Changing a Custom URL

You can change the custom URL for any keyword and carrier. The revised URL is subject to review for compliance with the Mobile Sponsored Search Editorial Guidelines . Until it is approved, the previously approved custom URL will be used for the keyword when the ad is displayed.

To change a custom URL:

1. Open the Keyword Details page.
2. In the URL section, enter a new custom destination URL for this keyword.
3. For a custom carrier URL, enter a new custom destination URL for that carrier.
4. Click Save.

Deleting a Custom URL

You can delete a custom URL. If you do, the ad's destination URL will be used when the ad is displayed.

To delete a custom URL:

1. Open the Keyword Details page.
2. Uncheck the Use a Custom Destination URL checkbox.

Note: If you are using custom carrier URLs and uncheck the Use a Custom Destination URL checkbox, then the custom carrier URLs also revert to the ad’s destination URL.

About Alternate Text

If you use the Insert Keyword feature in an ad in this keyword's ad group, you can use alternate text to replace the keyword when the ad is displayed – as long as the alternate text doesn't cause the title and description to exceed the length allowed. If the alternate text causes the title and description to exceed the maximum length, the default text (which you specify when you use the Insert Keyword feature) is displayed.

Here are some examples of using alternate text in an ad:

Uses of Alternate Text	Examples
To display text that is shorter than the actual keyword	Specify alternate text "mp3 player" for the keyword "white mp3 player" so the ad's title and description fit within character limits.
To create readable or grammatically correct text	Specify alternate text "refrigerators" for the singular keyword "refrigerator" so the ad title and description is "Great deals on refrigerators" – and not "Great deals on refrigerator."
To display text with the correct capitalization	Specify alternate text "California" for the keyword "california" or "CALIFORNIA" so the correct capitalization of the keyword appears in the ad.
To substitute more descriptive text than the actual keyword	If the ad title is "Great deals on {KEYWORD:vacation trips to Hawaii} at travel.yahoo.com," specify alternate text "vacations to Maui" for the keyword "Maui flight."

If Insert Keyword is used in an ad title and description you may want to specify alternate text if:

• The default text, and not the keyword, is displayed. If default text is displayed, then the keyword is too long for the ad title and description. Shorter alternate text could make your ad more relevant.
• The ad title and description are grammatically incorrect when the keyword is displayed.

Specifying Alternate Text

Alternate text is subject to review for compliance with the Mobile Sponsored Search Editorial Guidelines . Until it is approved, ads that use Insert Keyword will display the keyword (or the default text).

To specify alternate text for a keyword:

1. Open the Keyword Details page.
2. Select the Use Alternate Text for This Keyword checkbox. The Enter Alternate Text field opens.
3. In the Enter Alternate Text field, enter alternate text for this keyword. As you enter the text, the ads that use Insert Keyword are updated with the alternate text.
4. Click Save.

Changing Alternate Text

You can change the alternate text for any keyword. The revised text is subject to review for compliance with the Mobile Sponsored Search Editorial Guidelines . Until it is approved, the previously approved alternate text will be used for the keyword in ads that use Insert Keyword.

To change alternate text for a keyword:

1. Open the Keyword Details page.
2. Uncheck the Use Alternate Text for This Keyword checkbox.
3. Click Save.

Deleting Alternate Text

If you delete alternate text, the keyword or default text will be displayed in ads that use Insert Keyword.

To delete alternate text for a keyword:

1. Open the Keyword Details page.
2. Change the text in the he Enter Alternate Text field.
3. Click Save.