360 Search Ads Promotion Keyword Adding and Setting Guide!

What are keywords?

Keywords are words or short phrases that you use to target potential customers when promoting your product. When searching on 360, Internet users will use some specific words or short sentences, which are called search terms. You can select words that netizens may search for and have commercial value, and submit them for search promotion. When netizens search for products/services they are interested in, the system will match keywords that are highly relevant to the netizens' searches and display the corresponding creative ideas to them.

How many keywords and creatives can I add?

You can create 100 promotion plans, 1,000 promotion groups in each promotion plan, and up to 5,000 keywords and 50 creatives in each promotion group.

What are negative keywords for search promotion?

Negative keywords allow you to exclude searches from non-potential customers. If you think that netizens who use certain search terms are not your potential customers, you can add negative keywords to prevent search terms containing these words from triggering your promotion results. Negative keywords are only effective for "broad" and "phrase" matching keywords; your promotion results will not be displayed if and only if the netizen's search term is exactly the same as the negative keyword.

I'm in the web game industry, can you help me with some words like "point card recharge"?

You can submit keywords like "point card recharge", which are what we call "crowd-related words".

"Crowd-related words" refer to words that netizens do not directly express their demand for products or services through search terms, but instead express potential needs or interests that have various associations with the business. By submitting these words, you can display your web game materials in front of netizens who have the need for "point card recharge", stimulate their desire to click, and thus attract more customers.

However, it should be noted that if the words are significantly different from the search intent of netizens or your main business, it will not only affect the quality of your promotion, but also reduce the search experience of netizens. Therefore, in order to optimize your chances of gaining customer attention, we strongly recommend that you submit keywords that are highly relevant to your industry and Internet users' search intent.

Do words with low search volume need to be removed?

The search volume is too low because netizens have searched for the term less frequently in the recent period. However, netizens' search behavior is changing. If you delete such words, when netizens pay attention to them, your search results will not be displayed in time, thus affecting your promotion effect. Therefore, we do not recommend deletion, but you can pause them in a planned manner.

Can I submit a competitor's brand name as a keyword?

The system cannot determine whether the word you submitted belongs to a competitor's brand word, but from the perspective of promotion effect, we recommend that you submit keywords related to your own business as much as possible. This will bring you high-quality visiting customers and avoid a decline in quality and a waste of promotion costs.

What are negative keywords and exact negative keywords?

Negative keywords are only effective for "broad" and "phrase" matching keywords; your promotion results will not be displayed if and only if the netizen's search term completely contains the negative keyword. Each negative keyword is on a line, with a maximum length of 20 Chinese characters or 40 English characters.

Exact negative keywords are only effective for "broad" and "phrase" matching keywords; your promotion results will not be displayed if and only if the netizen's search term is exactly the same as the negative keyword. Each negative keyword is on a line, with a maximum length of 20 Chinese characters or 40 English characters.

How do negative keywords and exact negative keywords work?

Negative keywords are a kind of "inclusive negation" method, that is, your promotion results will not be displayed if and only if the netizen's search terms completely include the negative keywords you added. Exact negative keywords are a kind of "exact negation" method, that is, your promotion results will not be displayed if and only if the netizen's search terms are exactly the same as the exact negative keywords you added.

For example, if you add the negative keyword "flower delivery", netizens may still see your promotion results when searching for "flowers" or "flowers to send", but they will not see your promotion results when searching for "Beijing flower delivery". If you add the exact negative keyword "Beijing flower delivery", your promotion results will not be seen only when netizens search for "Beijing flower delivery".

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