Web Page Coding

Keyword targeting allows you to pass keywords or phrases to the ad server to be targeted and reported on.

Generally speaking, this is going to require your web site to have some sort of search functionality where users can input keywords. There are other cases where you could probably use the keyword targeting. However, in most of those cases the custom targeting will be a lot more flexible for you.

Now that you know what keyword targeting can do for you, lets go into the details of passing your keywords to the ad server to make it work. We’ll assume that you have a 468×60 banner zone that you want to enable keyword targeting for. What you should do first is generate AJAX, HTML, JavaScript, or JSP code for that zone using the code wizard.

Then continue on below with the instructions for type of code that you generated for the zone.

Once you have your code working and passing keywords to the ad server, read on to learn how to enter keyword targets for your campaigns and find out how to enable keyword logging and reporting.

Campaign Targeting

With all of the integration in place, you can proceed to target campaign to the keywords you’re passing to the ad server.

Let’s assume that you are passing a keyword windbreaker or a phrase “blue coat” as an example.

  1. Edit your campaign and scroll down to and expand the Keyword Targeting panel.
  2. Locate the Targeted box, which is where you’ll enter keyword targets.
  3. Enter the value windbreaker in the box. Keep in mind that target will also match Windbreaker or WindBreaker because the ad server performs case insensitive matching. The ad server will also perform stemming matches if you don’t place your keyword inside of double quotes, so you should do that if you don’t want to match windbreakers which would be the plural keyword form.
  4. Enter the value “blue coat” in the box on the next line. Placing the phrase inside of double quotes ensures that the ad server will only match the two keywords when they appear together. It also prevents stemming matches, so other phrases such as blue coating won’t be a match.

Once your targets have been entered, you should now see that your campaign only appears when the targeted keyword or phrase are passed to the ad server.


The ad server does not support boolean queries, but it does support logical queries. To denote that a keyword or phrase is required it should be prefixed with a plus symbol. In the same fashion, to denote that a keyword or phrase should be excluded it should be prefixed with a minus symbol.

Keyword Reporting

Logging and reporting of keywords and phrases passed to the ad server is not enabled by default.

Before enabling it, you should consider a few things:

  1. Do you really need to see reports on keywords and phrases? Perhaps another system you have already provides them?
  2. How many unique keywords and phrases will you be passing to the ad server? The ad server performs a lot of data grouping operations, such as per-campaign or per-zone reports by day. Having tens of thousands of unique keywords and phrases can lead to the size of your database tables growing out of control!

To enable the logging and reporting, go to Settings > Expert > Statistics and check all of the boxes for keywords.