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Keyword Record - Bulk

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Defines a keyword that can be downloaded and uploaded in a bulk file.

You can download all Keyword records in the account by including the DownloadEntity value of Keywords in the DownloadCampaignsByAccountIds or DownloadCampaignsByCampaignIds service request. Additionally the download request must include the EntityData scope. To include the Keyword Relevance, Landing Page Relevance, Landing Page User Experience, and Quality Score fields within the downloaded Campaign records, you must also include the QualityScoreData scope. If you also include the BidSuggestionsData scope, the Bulk file can also contain separate Keyword Best Position Bid, Keyword Main Line Bid, and Keyword First Page Bid records corresponding to each downloaded keyword. For more details about the Bulk service including best practices, see Bulk Download and Upload.

The following Bulk CSV example would add a new keyword if a valid Parent Id value is provided.

Type,Status,Id,Parent Id,Campaign,Ad Group,Client Id,Modified Time,Keyword,Match Type,Bid,Param1,Param2,Param3,Name,Final Url,Mobile Final Url,Tracking Template,Final Url Suffix,Custom Parameter,Bid Strategy Type
Format Version,,,,,,,,,,,,,,6.0,,,,,,
Keyword,Active,,-1111,ParentCampaignNameGoesHere,AdGroupNameGoesHere,ClientIdGoesHere,,red shoes,Broad,0.5,,,,,https://www.contoso.com/womenshoesale,https://mobile.contoso.com/womenshoesale,,,{_promoCode}=PROMO1; {_season}=summer,ManualCpc

If you are using the Bing Ads SDKs for .NET, Java, or Python, you can save time using the BulkServiceManager to upload and download the BulkKeyword object, instead of calling the service operations directly and writing custom code to parse each field in the bulk file.

var uploadEntities = new List<BulkEntity>();

// Map properties in the Bulk file to the BulkKeyword
var bulkKeyword = new BulkKeyword
{
    // 'Parent Id' column header in the Bulk file
    AdGroupId = adGroupIdKey,
    // 'Ad Group' column header in the Bulk file
    AdGroupName = "AdGroupNameGoesHere",
    // 'Campaign' column header in the Bulk file
    CampaignName = "ParentCampaignNameGoesHere",
    // 'Client Id' column header in the Bulk file
    ClientId = "ClientIdGoesHere",
                
    // Map properties in the Bulk file to the 
    // Keyword object of the Campaign Management service.
    Keyword = new Keyword
    {
        // 'Bid' column header in the Bulk file
        Bid = new Bid
        {
            Amount = 0.50,
        },
        // 'Bid Strategy Type' column header in the Bulk file
        BiddingScheme = new ManualCpcBiddingScheme { },
        // 'Destination Url' column header in the Bulk file
        DestinationUrl = null,
        // 'Mobile Final Url' column header in the Bulk file
        FinalMobileUrls = new[] {
            // Each Url is delimited by a semicolon (;) in the Bulk file
            "https://mobile.contoso.com/womenshoesale"
        },
        // 'Final Url' column header in the Bulk file
        FinalUrls = new[] {
            // Each Url is delimited by a semicolon (;) in the Bulk file
            "https://www.contoso.com/womenshoesale"
        },
        // 'Id' column header in the Bulk file
        Id = null,
        // 'Match Type' column header in the Bulk file
        MatchType = MatchType.Broad,
        // 'Param 1 column header in the Bulk file
        Param1 = null,
        // 'Param 2' column header in the Bulk file
        Param2 = null,
        // 'Param 3' column header in the Bulk file
        Param3 = null,
        // 'Status' column header in the Bulk file
        Status = KeywordStatus.Active,
        // 'Text' column header in the Bulk file
        Text = "red shoes",
        // 'Tracking Template' column header in the Bulk file
        TrackingUrlTemplate = null,
        // 'Custom Parameter' column header in the Bulk file
        UrlCustomParameters = new CustomParameters
        {
            // Each custom parameter is delimited by a semicolon (;) in the Bulk file
            Parameters = new[] {
                new CustomParameter(){
                    Key = "promoCode",
                    Value = "PROMO1"
                },
                new CustomParameter(){
                    Key = "season",
                    Value = "summer"
                },
            }
        },
    },
};

uploadEntities.Add(bulkKeyword);

var entityUploadParameters = new EntityUploadParameters
{
    Entities = uploadEntities,
    ResponseMode = ResponseMode.ErrorsAndResults,
    ResultFileDirectory = FileDirectory,
    ResultFileName = DownloadFileName,
    OverwriteResultFile = true,
};

var uploadResultEntities = (await BulkServiceManager.UploadEntitiesAsync(entityUploadParameters)).ToList();

For a Keyword record, the following attribute fields are available in the Bulk File Schema.

Ad Group

The name of the ad group that contains the keyword.

Add: Read-only and Required
Update: Read-only and Required
Delete: Read-only and Required

Note

For add, update, and delete, you must specify either the Parent Id or Ad Group field.

Bid

The maximum amount that you want to pay each time someone clicks your ad.

You bid against other advertisers using the same keyword, so in general, higher bids help get your ad to display in more desirable locations on the search results page.

Instead of using the default ad group level bid, you can set custom bids for each keyword. Custom bids for keywords override the ad group default bid for those specific keywords. With custom bids, you can focus your time and money on the most profitable keywords but will need to spend more time on managing the individual bids.

If the keyword level bid is not set, the Ad Group Cpc Bid is used. For more information, see Budget and Bid Strategies.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Bid Strategy Type

The bid strategy type for how you want to manage your bids.

The bid strategy type for ad groups and keywords is "InheritFromParent".

Note

As of April 2021, you cannot set any bid strategies for ad groups or keywords. If you attempt to set bid strategies for ad groups or keywords, the request will be ignored without error. Ad groups and keywords will inherit their campaign's bid strategy.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Campaign

The name of the campaign that contains the keyword.

Add: Read-only
Update: Read-only
Delete: Read-only

Client Id

Used to associate records in the bulk upload file with records in the results file. The value of this field is not used or stored by the server; it is simply copied from the uploaded record to the corresponding result record. It may be any valid string to up 100 in length.

Add: Optional
Update: Optional
Delete: Read-only

Custom Parameter

Your custom collection of key and value parameters for URL tracking.

In a bulk file, the list of custom parameters are formatted as follows.

  • Format each custom parameter pair as Key=Value, for example {_promoCode}=PROMO1.

  • Microsoft Advertising will accept the first 8 custom parameter key and value pairs that you include, and if you include more than 8 custom parameters an error will be returned. Each key and value pair are delimited by a semicolon and space ("; "), for example {_promoCode}=PROMO1; {_season}=summer.

  • A Key cannot contain a semicolon. If a Value contains a semicolon it must be escaped as '\;'. Additionally if the Value contains a backslash it must also be escaped as '\'.

  • The Key cannot exceed 16 UTF-8 bytes, and the Value cannot exceed 250 UTF-8 bytes. The Key is required and the Value is optional. The maximum size of the Key does not include the braces and underscore i.e., '{', '_', and '}'.

    Note

    With the Bulk service the Key must be formatted with surrounding braces and a leading underscore, for example if the Key is promoCode, it must be formatted as {_promoCode}. With the Campaign Management service you cannot specify the surrounding braces and underscore.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. To remove all custom parameters, set this field to delete_value. The delete_value keyword removes the previous setting. To remove a subset of custom parameters, specify the custom parameters that you want to keep and omit any that you do not want to keep. The new set of custom parameters will replace any previous custom parameter set.
Delete: Read-only

Destination Url

The URL of the webpage to take the user to when they click the ad. The keyword's destination URL is used if specified; otherwise, the ad's destination URL is used.

Important

As of November 2018 the keyword destination URL cannot be added or updated. You can use Final Url instead, otherwise Microsoft Advertising will use the ad's Final URL. For more details see Migrating your keyword destination URLs to final URLs.

Add: Not allowed
Update: Not allowed
Delete: Read-only

Editorial Appeal Status

Determines whether you can appeal the issues found by the editorial review.

Possible values are described in the table below.

Value Description
Appealable The editorial issue is appealable.
AppealPending The editorial issue is appealable and an appeal has been submitted.
NotAppealable The editorial issue is not appealable.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Location

The component or property of the keyword that failed editorial review.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Reason Code

A code that identifies the reason for the failure. For a list of possible reason codes, see Editorial Reason Codes.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Status

The editorial status of the keyword.

Possible values are described in the table below.

Value Description
Active The keyword passed editorial review.
ActiveLimited The keyword passed editorial review in one or more markets, and one or more elements of the keyword is undergoing editorial review in another market. For example the keyword passed editorial review for Canada and is still pending review in the United States.
Disapproved The keyword failed editorial review.
Inactive One or more elements of the keyword is undergoing editorial review.

Add: Read-only
Update: Read-only
Delete: Read-only

Editorial Term

The term that failed editorial review.

This field will not be set if a combination of terms caused the failure or if the failure was based on a policy violation.

Add: Read-only
Update: Read-only
Delete: Read-only

Final Url

The landing page URL. The keyword's final URL is used if specified; otherwise, the ad's final URL is used.

The following validation rules apply to Final URLs and Final Mobile URLs.

  • The length of the URL is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • You may specify up to 10 items for both Final URLs and Final Mobile URLs; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.

  • Each URL is delimited by a semicolon and space ("; ").

  • Usage of '{' and '}' is only allowed to delineate tags, for example "{lpurl}".

  • Each URL must be a well-formed URL starting with either http:// or https://.

  • If you specify Final Mobile URLs, you must also specify Final Url.

Also note that if the Tracking Template or Custom Parameter fields are set, then the Final Url field is required.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Final Url Suffix

The final URL suffix can include tracking parameters that will be appended to the end of your landing page URL. We recommend placing tracking parameters that your landing page requires in a final URL suffix so that your customers are always sent to your landing page. For more details and validation rules see Final URL Suffix in the technical guides.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Id

The system-generated identifier of the keyword.

Add: Optional. You must either leave this field empty, or specify a negative identifier. A negative identifier set for the keyword can then be referenced in the Parent Id field of dependent record types such as Keyword Label. This is recommended if you are adding new keywords and new dependent records in the same Bulk file. For more information, see Bulk File Schema Reference Keys.
Update: Read-only and Required
Delete: Read-only and Required

Inherited Bid Strategy Type

The bid strategy type that is inherited from the parent campaign or ad group if the keyword's Bid Strategy Type is set to InheritFromParent. This value is equal to the parent campaign or ad group's Bid Strategy Type field. Possible values are EnhancedCpc, ManualCpc, MaxClicks, MaxConversions, TargetCpa, and TargetRoas.

Add: Read-only
Update: Read-only
Delete: Read-only

Keyword

The keyword text.

The text can contain a maximum of 100 characters.

You should specify the keyword in the locale of the Language value that you specified for the ad group to which the keyword belongs.

Add: Required
Update: Read-only
Delete: Read-only

Keyword Relevance

A numeric score that indicates how likely your ads will be clicked and how well your keyword competes against other keywords targeting the same traffic. This score predicts whether your keyword is likely to lead to a click on your ads, taking into account how well your keyword has performed in the past relative to your ad's position.

Note

Keyword Relevance is equivalent to the Expected Click-Through Rate label used in the Microsoft Advertising web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

Data for this column is typically updated 14-18 hours after the UTC day ends.

Add: Read-only
Update: Read-only
Delete: Read-only

Landing Page Relevance

A numeric score that indicates how relevant your ad and landing page are to the customer's search query or other input.

Note

Landing Page Relevance is equivalent to the Ad Relevance label used in the Microsoft Advertising web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

Data for this column is typically updated 14-18 hours after the UTC day ends.

Add: Read-only
Update: Read-only
Delete: Read-only

Landing Page User Experience

A numeric score that indicates whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.

Note

Landing Page User Experience is equivalent to the Landing Page Experience label used in the Microsoft Advertising web application.

A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.

If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score.

Data for this column is typically updated 14-18 hours after the UTC day ends.

Add: Read-only
Update: Read-only
Delete: Read-only

Match Type

The type of match to compare the keyword and the user's search term.

The supported match type values for a keyword are Broad, Exact and Phrase.

Note: If you've enabled Predictive targeting for your Search campaign, the match type is "Predictive". In this case, you can't add, update, and delete the match type because we use predictive targeting to match your ads with relevant search queries.

Add: Required
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Read-only

Mobile Final Url

The mobile landing page URL. The keyword's final mobile URL is used if specified; otherwise, the ad's final mobile URL is used.

The following validation rules apply to Final URLs and Final Mobile URLs.

  • The length of the URL is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • You may specify up to 10 items for both Final URLs and Final Mobile URLs; however, only the first item in each list is used for delivery. The service allows up to 10 for potential forward compatibility.

  • Each URL is delimited by a semicolon and space ("; ").

  • Usage of '{' and '}' is only allowed to delineate tags, for example "{lpurl}".

  • Each URL must be a well-formed URL starting with either http:// or https://.

  • If you specify Final Mobile URLs, you must also specify Final Url.

Also note that if the TrackingUrlTemplate or UrlCustomParameters element are set, then at least one final URL is required.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Modified Time

The date and time that the entity was last updated. The value is in Coordinated Universal Time (UTC).

Note

The date and time value reflects the date and time at the server, not the client. For information about the format of the date and time, see the dateTime entry in Primitive XML Data Types.

Add: Read-only
Update: Read-only
Delete: Read-only

Param1

The string to use as the substitution value in an ad if the ad's title, text, display URL, or destination URL contains the {Param1} dynamic substitution string.

Note

Although you can use {Param1} to specify an ad's destination URL, you are encouraged not to. Instead, you should set the keyword's DestinationUrl element.

The string can contain a maximum of 1,022 characters. The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad's title can contain a maximum of 25 characters.

When implementing dynamic text in your ad copy you should provide a default string e.g. {Param1:default} that the system will use if Param1 for a keyword is null or empty, or if including the Param1 substitution value will cause the expanded string to exceed the element's limit; otherwise the ad will not serve with this keyword. For more information, see the Microsoft Advertising help article Automatically customize your ads with dynamic text parameters.

Also note that if the ad group only has one ad, and if that ad uses {Param1} but does not provide a default string e.g. {Param1:default}, then you must supply a valid Param1 value for that substitution. Otherwise this keyword cannot be added or updated.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Param2

The string to use as the substitution value in an ad if the title, text, display URL, or destination URL contains the {Param2} dynamic substitution string.

Typically, you use the {Param2} substitution string in the title or text (ad copy description) elements of an ad.

The string can contain a maximum of 70 characters. The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad's title can contain a maximum of 25 characters.

When implementing dynamic text in your ad copy you should provide a default string e.g. {Param2:default} that the system will use if Param2 for a keyword is null or empty, or if including the Param2 substitution value will cause the expanded string to exceed the element's limit; otherwise the ad will not serve with this keyword. For more information, see the Microsoft Advertising help article Automatically customize your ads with dynamic text parameters.

Also note that if the ad group only has one ad, and if that ad uses {Param2} but does not provide a default string e.g. {Param2:default}, then you must supply a valid Param2 value for that substitution. Otherwise this keyword cannot be added or updated.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Param3

The string to use as the substitution value in an ad if the title, text, display URL, or destination URL contains the {Param3} dynamic substitution string.

Typically, you use the {Param3} substitution string in the title or text (ad copy description) elements of an ad.

The string can contain a maximum of 70 characters. The actual limit depends on the length of the element that references the substitution string. For example, the length of a text ad's title can contain a maximum of 25 characters.

When implementing dynamic text in your ad copy you should provide a default string e.g. {Param3:default} that the system will use if Param3 for a keyword is null or empty, or if including the Param3 substitution value will cause the expanded string to exceed the element's limit; otherwise the ad will not serve with this keyword. For more information, see the Microsoft Advertising help article Automatically customize your ads with dynamic text parameters.

Also note that if the ad group only has one ad, and if that ad uses {Param3} but does not provide a default string e.g. {Param3:default}, then you must supply a valid Param3 value for that substitution. Otherwise this keyword cannot be added or updated.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only

Parent Id

The system-generated identifier of the ad group that contains the keyword.

This bulk field maps to the Id field of the Ad Group record.

Add: Read-only and Required. You must either specify an existing ad group identifier, or specify a negative identifier that is equal to the Id field of the parent Ad Group record. This is recommended if you are adding new keywords to a new ad group in the same Bulk file. For more information, see Bulk File Schema Reference Keys.
Update: Read-only
Delete: Read-only

Note

For add, update, and delete, you must specify either the Parent Id or Ad Group field.

Publisher Countries

The list of publisher countries or regions whose editorial guidelines do not allow the specified term.

In a bulk file, the list of publisher countries or regions are delimited with a semicolon (;).

Add: Read-only
Update: Read-only
Delete: Read-only

Quality Score

The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the Keyword Relevance, Landing Page Relevance, and Landing Page User Experience sub scores. If available, the quality score can range from a low of 1 to a high of 10.

Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for syndicated networks do not affect quality score. The value in the file will be "" (empty string) if the score was not computed. This can occur if there have been no impressions for the keyword for 30 days or more.

Quality score is typically updated 14-18 hours after the UTC day ends. Keywords in all time zones will be assigned a quality score for the corresponding UTC day.

If you run the report multiple times in a day, the quality score values could change from report to report based on when you run the report relative to when the scores are calculated.

If you specify a time period that spans multiple days, the quality score is the current and most recently calculated score and will be reported as the same for each day in the time period. Use the historic quality score to find out how quality score may have changed over time. Historical quality score is a daily snapshot of the rolling quality score. For more information on historic quality score, see the HistoricalQualityScore column in Report Attributes and Performance Statistics.

Add: Read-only
Update: Read-only
Delete: Read-only

Status

The status of the keyword.

Possible values are Active, Paused, Inactive, or Deleted.

Add: Optional. The default value is Active.
Update: Optional. If no value is set for the update, this setting is not changed.
Delete: Required. The Status must be set to Deleted.

Tracking Template

The tracking template to use as a default for the URL specified with FinalUrls.

The following validation rules apply to tracking templates. For more details about supported templates and parameters, see the Microsoft Advertising help article What tracking or URL parameters can I use?

  • Tracking templates defined for lower level entities e.g. ads override those set for higher level entities e.g. campaign. For more information, see Entity Limits.

  • The length of the tracking template is limited to 2,048 characters. The HTTP or HTTPS protocol string does count towards the 2,048 character limit.

  • The tracking template must be a well-formed URL beginning with one of the following: http://, https://, {lpurl}, or {unescapedlpurl}.

  • Microsoft Advertising does not validate whether custom parameters exist. If you use custom parameters in your tracking template and they do not exist, then the landing page URL will include the key and value placeholders of your custom parameters without substitution. For example, if your tracking template is https://tracker.example.com/?season={_season}&promocode={_promocode}&u={lpurl}, and neither {_season} or {_promocode} are defined at the campaign, ad group, criterion, keyword, or ad level, then the landing page URL will be the same.

Add: Optional
Update: Optional. If no value is set for the update, this setting is not changed. If you set this field to the delete_value string, the prior setting is removed.
Delete: Read-only