Keyword Data Object

Microsoft Advertising APIs

Keyword Data Object

Represents a Microsoft adCenter keyword.

Syntax

<xs:complexType name="ArrayOfKeyword">
  <xs:sequence>
    <xs:element minOccurs="0" maxOccurs="unbounded" name="Keyword" nillable="true" type="tns:Keyword" />
  </xs:sequence>
</xs:complexType>
<xs:element name="ArrayOfKeyword" nillable="true" type="tns:ArrayOfKeyword" />
<xs:complexType name="Keyword">
  <xs:sequence>
    <xs:element minOccurs="0" name="BroadMatchBid" nillable="true" type="tns:Bid" />
    <xs:element minOccurs="0" name="CashBackInfo" nillable="true" type="tns:CashBackInfo" />
    <xs:element minOccurs="0" name="ContentMatchBid" nillable="true" type="tns:Bid" />
    <xs:element minOccurs="0" name="EditorialStatus" nillable="true" type="tns:KeywordEditorialStatus" />
    <xs:element minOccurs="0" name="ExactMatchBid" nillable="true" type="tns:Bid" />
    <xs:element minOccurs="0" name="Id" nillable="true" type="xs:long" />
    <xs:element xmlns:q17="http://schemas.microsoft.com/2003/10/Serialization/Arrays" minOccurs="0" name="NegativeKeywords" nillable="true" type="q17:ArrayOfstring" />
    <xs:element minOccurs="0" name="OverridePriority" nillable="true" type="tns:OverridePriority" />
    <xs:element minOccurs="0" name="Param1" nillable="true" type="xs:string" />
    <xs:element minOccurs="0" name="Param2" nillable="true" type="xs:string" />
    <xs:element minOccurs="0" name="Param3" nillable="true" type="xs:string" />
    <xs:element minOccurs="0" name="PhraseMatchBid" nillable="true" type="tns:Bid" />
    <xs:element minOccurs="0" name="Status" nillable="true" type="tns:KeywordStatus" />
    <xs:element minOccurs="0" name="Text" nillable="true" type="xs:string" />
  </xs:sequence>
</xs:complexType>
<xs:element name="Keyword" nillable="true" type="tns:Keyword" />

Elements

Element	Description	Data Type	Add	Update	Rules
`BroadMatchBid`	Specifies the amount of the broad match bid for a keyword.	Bid	Optional	Optional	Bid Amounts
`CashBackInfo`	Contains information about the Bing cashback rebate program for the keyword.	CashBackInfo	Optional	Optional	CashBackInfo Element
`ContentMatchBid`	Specifies the amount of the content match bid for a keyword.	Bid	Optional	Optional	ContentMatchBid Element Bid Amounts
`EditorialStatus`	Specifies the review status of the keyword.	KeywordEditorialStatus	Not used	Not used	EditorialStatus Element
`ExactMatchBid`	Specifies the amount of the exact match bid for a keyword.	Bid	Optional	Optional	Bid Amounts
`Id`	Identifies the keyword.	`long`	Read-only	Required Identifies the keyword to update.	None
`NegativeKeywords`	Specifies one or more negative keywords.	`string` array	Optional	Optional	NegativeKeywords Element
`OverridePriority`	Specifies the ad parameter usage priority for the keyword.	OverridePriority	Optional	Optional	OverridePriority Element
`Param1`	Specifies the first substitute parameter that can be inserted into an ad title, description, display URL, or destination URL.	`string`	Optional	Optional	Param1 Element
`Param2`	Specifies the second substitute parameter that can be inserted into an ad title, description, display URL, or destination URL.	`string`	Optional	Optional	Param2 Element
`Param3`	Specifies the third substitute parameter that can be inserted into an ad title, description, display URL, or destination URL.	`string`	Optional	Optional	Param3 Element
`PhraseMatchBid`	Specifies the amount of the phrase match bid for a keyword.	Bid	Optional	Optional	Bid Amounts
`Status`	Specifies the status of the keyword.	KeywordStatus	Not used	Not used	Status Element
`Text`	Specifies the text of the keyword.	`string`	Required	Read-only	None

Business Rules

Bid Amounts

When adding a new keyword, you specify to use the default ad group bid by passing null for the bid object. Otherwise, pass the keyword bid amount in the Amount element of the Bid object.

When updating an existing keyword, you specify to use the default ad group bid by passing null for the Amount element of the Bid object. Passing null for the bid object in this case causes the existing bid amount to not be changed. Passing a valid value in the Amount element of the Bid object causes that bid amount to be updated.

You can specify up to two decimal places for the BroadMatchBid, ExactMatchBid, PhraseMatchBid, and ContentMatchBid values.

For more information, see Bid Amounts.

Element Rules

CashBackInfo Element

This API element can be used only by members of the cashback rebate program.

If the CashBackInfo element is null, the keyword is not enabled for the cashback rebate program. Otherwise, this element contains a CashBackInfo object that contains the cashback rebate program information.

For more information about the cashback rebate program, see Cashback Rebate Program.

ContentMatchBid Element

To display content ads with the Microsoft adCenter API, your ad group must target the United States distribution region.

If you use the ContentMatchBid element and your ad group doesn't target the United States distribution region, your service operation calls return successfully. However, the ContentMatchBid element is not used.

Only search ad values are used by adCenter if your ad group doesn't target the United States distribution region.

EditorialStatus Element

The review status is read-only and cannot be changed by the user.

OverridePriority Element

This API element can be used only by members of the user segment targeting pilot program.

The OverridePriority element determines which ad parameters are applied to an ad when a match is found. The ad parameters applied to the ad are the following elements of either the Keyword or SegmentTargetBid data object:

CashBackInfo
Param1
Param2
Param3

Param1 Element

The maximum length of the Param1 element is 1,022 characters. Because the maximum length of this parameter matches the maximum length of the destination URL, this substitute parameter is especially useful for inserting keywords into a destination URL.

Param2 Element

The maximum length of the Param2 element is 70 characters. Because of this limitation, you should use this substitute parameter only for descriptive text. For destination URLs, you should use only the Param1 element.

Param3 Element

The maximum length of the Param3 element is 70 characters. Because of this limitation, you should use this substitute parameter only for descriptive text. For destination URLs, you should use only the Param1 element.

NegativeKeywords Element

The NegativeKeywords element must contain an empty array if no negative keywords are specified. Negative keywords can be specified only for a keyword that has a broad or phrase match type. For more information about negative keywords, see Negative Keywords.

The maximum length of a single string in this array is 100 characters. The maximum combined length for all strings in this array is 1,022 characters.

Status Element

The Status element can be changed only by using either the PauseKeywords or the ResumeKeywords service operation.

Requirements

WSDL: CampaignManagementService.svc in version 6.