Keyword Basics

To help serve your mobile search ads to the correct audience, you can take advantage of keywords.

Use Keywords in the Yahoo Native UI to search for keywords, view keywords, and to review the performance statistics and bid information associated with those keywords.

Topics to Navigate



How to use match types for keywords

Describes how to use keyword match types to specify how close your customer search query matches your keyword.

How to use Native’s broad match modifier

Describes how to use Native’s broad match modifier.

How to use negative keyword lists

Describes how to use negative keyword lists.

How to use the Keyword planner to capture market data

Describes how to use the Keyword planner tool.

How to use the bid landscape tool to forecast & recommend keyword bids

Describes how to use tools for forecasting and keyword bids.

Alerts for keywords without ads

Describes how to use alerts for keywords without ads.

How To Access Keywords

To access Keywords:

  1. Create a new keyword or select an existing keyword like this:

keywords new value status
  1. New keyword: Click New keyword to create a new keyword if needed.

  2. Existing Keyword: Click an existing keyword.

Check Keyword and Negative Keyword Level Status




Keyword is running.


Keyword is paused.


Your keyword was rejected due to policy reasons.

On Hold

This keyword is being reviewed by the editorial team, they won’t be long!

Sort Keyword Table Columns

Sort your existing keywords by the following columns:

  • Keyword: Entered Keyword.

  • Status: See status chart above.

  • Match Type: The match type determines how a search term is matched to your ads. All keywords added in the UI are set to Broad. Only keywords that have been added via API or Bulk can be set to Exact match.

  • Max. Bid: Maximum bid per click,

  • Clicks: The number of times users have clicked on your ads.

  • CTR%: Click-through rate for ads containing this keyword. It’s the number of clicks received divided by the number of impressions generated.

  • Spend: The amount you have spent for the user actions that you have achieved. Please note that this should be used as guidance only as the amount you are charged may differ.

  • Average CPC: The average cost per click is the average amount you have paid for each click.

  • Average Position: The average position of an ad containing this keyword relative to other ads within the results.

Find a Keyword

  1. Log in to your Native Ads account. The Manage ads tab is open by default on the Choose your campaign objective landing page.

  2. Find your desired campaign by:

  • Search: Start typing your keyword in the Search box on the right. The system will filter as you type.

  • View: Use the pulldown menu to filter the keywords list by All Match Types, Broad Match, Negative Keywords by Campaign, or Negative Keywords by Ad.

Use Negative Keywords

Negative keywords are search terms you want to prevent from being used to match to the ads in your account.

The excluded words feature lets you refine your matching by blocking words that you believe are not relevant to your products or services. This can help keep your ad be relevant to searchers.


Adding too many negative words or phrases can result in a limited audience for your ads. The advantage, however, of using negative keywords is that your ads can reach more targeted audiences.

This table illustrates some examples of using negative keywords.



Keywords: Red car, Sports Car


  • Red car

  • Sports car

  • Red Sports car

  • Red car limited

  • Red car small

  • Sport car red

  • Shown

  • Red car

Negative Keywords: (none entered)

Keywords: Red car

Not Shown:
  • Red car limited
    • Red car small

    • Sports car limited

    • Sports car small

Negative Keywords: limited, small

For more detailed information on how to create and build lists of negative keywords, see Use Negative Keyword Lists.

About Keyword Duplicates

A keyword duplicate is a version of the same keyword but with a slight difference, like punctuation.

For example, salt-and-pepper verses salt and pepper. Your duplicate keywords will be flagged and you can remove either the original or duplicate keyword without effecting your campaign.