Use Native Keyword Retargeting to Customize Search Targeting at the Keyword Level

Verizon Media now provides you with a new feature capability for native keyword retargeting (KRT) as an option when you define your audience in the Native & Search UI.


native keyword retargeting user interface

How It Works

With a simple click of a checkbox in the native campaign workflow, you can define your target audience and enable your campaigns to:

  • Drive more traffic: Serve your ads on Verizon Media’s massive native supply to consumers who have signaled their intent related to your product or service. This is accomplished through a search query on Yahoo Search and other Verizon Media properties and partner search sites.
  • Tailor creatives: Ad creatives and landing pages based on your KRT campaigns and tailored to the individual query that consumers have performed, enabling stronger personalization and user engagement.
  • Maintain control: Adjust your bids at the keyword level by supply group to optimize to your performance goals. Performance reports for your KRT campaigns, including impression tracking, are available, together with your native campaign reporting.

Important

The power of native keyword retargeting comes from tapping into Verizon Media’s access to consumer search queries as intent signals for ad retargeting. That means, you can find and retarget consumers many times after they perform a search across Verizon Media properties and partner sites.

As an advertiser, you now have the tools and capability to customize search intent targeting at the keyword level with match types and variants.

Workflow Steps

To set up native keyword targeting for your campaigns:

  1. In the Native & Search UI, navigate to Manage ads > Campaign objective.
  2. In the Choose your campaign objective panel, select the Visit my website campaign objective.

visit website retarget
  1. In the Define your audience panel, click the checkbox for Target audience intent based on keyword-level search history option.

check target audience
  1. Save your settings and click to continue to the next panel for Ad group settings.
  2. Enter your ad information in the required fields.
  3. Enter the keywords that you wish to target in the Keywords panel.

keywords retargeting

Consumer Scenario on Mobile

The sequence of actions for consumers on mobile, once target audience intent has been activated:

  1. The consumer enters a search query for a particular product based on their search history:

search on mobile
  1. Based on the customized match type keywords and variants, the consumer sees the product as it appears again on mobile.

output retargeting

Coolness Factor

Consumers will see personalized ads as soon as 15 minutes after their search query.

Caveats

When working with this initial release of KRT, note the following:

  • A native keyword retargeting campaign cannot be converted into a standard native campaign.
  • A standard native campaign, however, can be converted into a native keyword retargeting campaign, but age, gender and audience targeting are not supported in this release.
  • Cloning a search campaign and converting it to KRT is not supported at this time. Bulksheet support is, however, provided.
  • Account sync for Google Ads is not supported currently, but will be in a future release.
  • Available currently only for Visit my website campaign objectives.

FAQs

What assets are required for a KRT campaign?

The same as other standard native campaigns, including:

  • Title
  • Description
  • Image
  • Landing page

I’m not familiar with search keyword match types. How should I format keywords in broad, phrase and exact match?

Use these types of keyword matches:

Type Description
Keyword Broad match keyword: If a user searches on relevant words in the same or similar order as your keyword, then your ads may show. It’s the default match type for all the keywords in Native & Search. Ads may appear on search queries that contain all relevant variants, such as close variants, synonyms, and related searches. For example, if your keyword is purple point, then your ads can be triggered by purple point, point is purple, point purple, purple circle, or point circle.
Keyword (wrapped in quote marks) Phrase match keyword: If a user searches on words that contain a phrase or close variations of the phrase as your keyword, then your ads may show. For example, if you enter your phrase match keyword in quotation, such as “purple point”, then your ads can be triggered by get a purple point, or get purple points.
[Keyword] Exact match keyword: If a user searches on the exact words or close variants as your keyword, then your ads may show. For example, if you enter your exact match keyword in brackets, such as [purple point], then your ads can be triggered only by purple point or purple points.
-Keyword Negative keyword: Your ads will not show if a search term contains the keyword you defined as negative. For example, if you enter your negative match keyword with a minus sign, such as -purple point, then your ads will not be triggered when users search for purple point. By default, the negative terms are phase matched. If you want to blacklist a particular term, you can add brackets at the beginning/end of the phrase, such as -[red car]. By doing so, even if you bid “car” as broad match, your ads won’t be shown with the query “red car”. Native & Search supports both negative exact match and negative phrase match. You can define the negative match types in the bulksheet.

For more information on match types of keywords, refer to How to Use Match Types for Keywords.

What is the maximum number of keywords supported in KRT?

  • Keywords per advertiser account: 5,000,000
  • Keywords per ad group: 10,000
  • Negative keywords per advertiser account: 5,000,000

What languages are supported for KRT?

Currently, only English is supported. Additional languages are in the works for future releaases.

Is forecasting support provided via the Spend Planner and Audience Summary?

No. Forecasting support in Spend Planner or in the native campaign creation workflow is not available at this time. Use the Keyword Planner (under Tools in the UI) to see Avg. Monthly Searches for directional guidance.

Is impression tracking supported for KRT?

It is coming soon.

Is Account Sync for Google Ads supported?

Not currently, but look for support in soon-to-come feature releases.

On what percentage of traffic will Native Keyword Retargeting serve?

100% of native traffic is eligible.

What happen if I take no action on my Search and Search on Native campaigns? What happens?

As long as your search campaign is active and has budget, the Search on Native (SoN) campaign will continue to serve at the modified search bid. The default Search on Native bid is at 70% bid, if you have not modified it.

Deep Dive

Native search retargeting is, by all accounts, a highly effective targeting technique that major brands and agencies are using to deploy successful desktop and mobile campaigns that target consumers based on their search behavior. Search retargeting offers the advantage of both reach and effectiveness for search marketers and display marketers alike. Typically, paid search conversion rates are less than 5%, but search retargeting has given marketers the ability to extend the engagement with consumers with the other 95% through relevant display ads across thousands of websites while also maintaining the same keyword level bidding and optimization control.

With KRT, Verizon Media offers advertisers the capability to tap into its massive supply of consumer intent data and signals from its properties and partner search sites. By using keyword match types and a wide range of variants, advertisers can extend reach and drive conversions for ROI.

Learn more

For more information on how to build lists of negative keywords, refer to Use Negative Lists.

To learn more on how to use the Native & Search Keyword Planner, refer to Use Keyword Planner to Capture Market Data.

Information about Native Bid Adjustments is availabe in Use Native Bid Adjustments to Optimize Supply & Device Placement.