The "shortest common string" wins: If a client wants 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 10-20 keywords and with more specific keywords look to add at least 25-35 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.”
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