Google Ads keyword settings

You can create keywords for campaigns that use the search and display networks.

See the Google Ads help for keyword limits per account.

Keyword Details

Keywords: The keywords, including any Google Ads match syntax for keywords and placeholders. Google Ads accounts require keywords with the following attributes:

  • The maximum length per keyword is 80 characters and no more than 10 words.
  • The keyword can include only letters, digits, and the following special characters: space # $ & _ - " [] ' + . / :

You can enter or paste up to 2000 keywords. Separate multiple keywords with commas, or enter them on separate lines.

NOTE
  • You can create negative keywords from the Keywords > Negatives view and in the ad group and campaign settings.
  • Changing a Google Ads keyword or match type deletes the existing keyword and creates a new one.

Status: The display status of the keyword: Active or Paused. The default for new keywords is Active.

Bids

Bid: The maximum cost per click (CPC) for an ad or cost per 1000 impressions (CPM) for an ad using the keyword, as applicable for the ad network and campaign pricing model. This value overrides the ad group-level value.

If a CPM keyword is in an optimized portfolio, then the specified bid is applied for one day. Afterward, the optimization capability places bids according to its own calculations.

Placeholders

Param1: The string to use as the substitution value if the base URL or tracking template contains the {param1} dynamic substitution string.

Param2: The string to use as the substitution value if the base URL or tracking template contains the {param2} dynamic substitution string.

URL Options

Base URL: The landing page URL to which search engine users are taken when they click your ad. Include any parameters that determine the content of the page. Base URLs at the keyword level and sitelink level override those at the ad level.

Once you save the record, the base URL includes any append parameters that are configured for the campaign or account.

NOTE
  • The base URL may contain redirects within the landing page domain or subdomain but no redirects outside the landing page domain. Google Ads extracts the domain from this URL and adds any optional display paths for the ad to create the display URL.
  • Avoid using macros, which aren’t substituted for clicks from sources that enable parallel tracking. If the advertiser must use macros, the Adobe Account Team should work with Customer Support or the implementation team to add them.

Tracking Template: (Optional) The tracking template or tracking URL, which specifies all off-landing domain redirects and tracking parameters and also embeds the final/landing page URL in a ValueTrack parameter. Example: {lpurl}?source={network}&id=5 or http://www.trackingservice.example.com/?url={lpurl}?source={network}&id=5 to include a redirect.

For Adobe Advertising conversion tracking, which is applied when the campaign settings include “EF Redirect” and “Auto Upload,” Search, Social, & Commerce automatically prefixes its own redirect and tracking code when you save the record.

  • For supported parameters to embed the final URL, see the Google Ads documentation for the supported ValueTrack formats. (Go to the “Tracking template only” parameters in the section on “Available ValueTrack Parameters.”)

  • You can optionally include URL parameters and any custom parameters defined for the campaign, separated by ampersands (&), such as {lpurl}?matchtype={matchtype}&device={device}.

  • You can optionally add third-party redirects and tracking.

NOTE
  • Avoid using macros, which aren’t substituted for clicks from sources that enable parallel tracking. If the advertiser must use macros, then the Adobe Account Team should work with Customer Support or the implementation team to add them.
  • The tracking template at the most granular level overrides the values at all higher levels. For example, if both the account settings and the keyword settings include a value, then the keyword value is applied.
  • If you update a tracking template at the ad, sitelink, or keyword level, then the relevant ads are resubmitted for review. You can update your tracking templates at the account, campaign, or ad group levels without resubmitting your ads for approval.
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