Q: How do I set up inclusion and exclusion keyword lists?
A: Within the Content tab, you’ll choose “Keywords”. You can create a Keyword List or use one that has already been created. To use the Keyword List as an inclusion list, you will choose the “+” to include these keywords for your targeting. To use the Keyword List as an exclusion list, you will choose the “-” to exclude this list of keywords for your targeting.
Q: How does Comscore Keyword targeting and avoidance work?
A: Keyword matching is best used when you want to include or exclude specific words or phrases. It is important to note that Proximic by Comscore uses exact match technology that can be set up within the Proximic Activation Platform.
Q: If I created a custom segment with a negative keyword list, should I include or exclude the segment in my DSP?
A: Proximic by Comscore will setup the custom segment to flag content that does not contain one of the keywords from your negative keyword list. Therefore, you should apply include targeting to the custom segment.
Q: What are some common best practices when it comes to keywords?
A: Please find details below:
- The "shortest common string" wins: If you want to target pages which contain "food delivery", you do not need to add "food delivery nyc", "food delivery chicago", "online food delivery", "food delivery services", "Chinese food delivery", etc. since all of these contain the root “food delivery.”
- Handling plurals: Since the system looks for the exact match of words, you need to account for plurals, such as adding in both “food delivery” and “food deliveries.”
- Common/broad words: Be careful including or excluding common words found on webpages like “body” or "style” and including or excluding words that are too broad or have multiple meanings like “Apple.”
- Number of keywords required: There is no set recommendation for the number of keywords that should be used for positive targeting, as this will largely depend upon how broad (Apple) or specific (Microsoft) the keywords are. For broader keywords, look to add at least 15-20 keywords, and with more specific keywords, look to add at least 30 keywords.
- Brand safety: For negative keyword targeting to keep a brand safe, Comscore recommends first starting with the standard brand safety segments. For example, With the terrorism category our technology does not simply rely on looking for keywords on the page, such as “bomber” because this would grossly over categorize pages into the terrorism category. For example, the article “The 10 Best Bomber Jackets for Fall” is a great article to advertise on for a clothing retailer but would be excluded using a negative keyword list that includes the word “bomber.”
Q: How are diacritics (accent marks) handled?
A: If a keyword contains diacritics (accent marks), the matching logic also applies to keywords without the diacritics. For example: "Público de la Red Técnica Española de Televisión" will match both "Público de la Red Técnica Española de Televisión" and "Publico de la Red Tecnica Espanola de Television."
The scanned content on a page is left as is, which means that diacritics are always preserved. There is a match if either of the above examples appears on a page's content. The keyword will not match if the accents are used inconsistently, e. g. "Publico de la Red Tecnica Española de Television".
Q: Is the keyword list case sensitive?
A: The keywords are not upper/lower case sensitive. For example, if you have the keyword “terrorism” this will cover “Terrorism” and “terrorism.”
Q: How are symbols handled?
A: If a keyword contains a symbol it will be normalized to increase the chance of a match. For example, the keyword "leukemia & lymphoma" will be transformed to "leukemia lymphoma". This term then matches pages containing:
- "leukemia & lymphoma"
- "leukemia - lymphoma"
- "leukemia + lymphoma"
- "leukemia, lymphoma"
- "leukemia lymphoma"
Q: How is keyword targeting handled for mobile app inventory?
A: Proximic by Comscore offers exact match keyword targeting. For desktop and mobile web inventory, the Proximic contextual engine will scan the entire page for the keywords helping your ad to run alongside content with one of the keywords or phrases from your include list. For mobile app inventory, the Proximic contextual engine will scan information about the app, such as the app description on Google Play and the Apple App Store to search for the keywords. Based on this we categorize the app as a whole, not individual pages.
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