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How the CMax Keyword Model Works
With Commerce Max, you can decide to target your own specific keywords in addition to the keywords that are automatically generated by the platform, or simply let the automatically generated keywords run. For Search placements, we enable two types of keyword models: the manual keyword management model and the automated keyword model to work in unison.
Delivering ads on the automated keyword model enables you to target the most relevant and best-performing keywords for your SKUs, which includes top search values and long-tail values that the engine identifies for the best conversion and return.
The automated keyword model shows great relevancy of more than 92% (versus only 39% for a manual keyword model), enabling campaigns to have a better winning rate (66% of the campaigns using the automated keyword model have more than a 70% winning rate) and ultimately a more robust performance.
This level of relevancy is correlated to the algorithm constantly linking new keywords to SKUs based on the first-party data that the Criteo engine ingests from Search and Product Pages. The model identifies both top and long-tail keywords that achieve a better ROAS than other potential keywords.
To manage the search terms added by the automatic keyword model, you can leverage the negative keyword tool to ensure you do not target certain keywords.
Keyword Matching
With CMax, you can let Criteo’s smart algorithm kick in, plus manually adjust your keyword selection.
Automated Keyword Model
Built on 12 years of Criteo machine-learning and first-party data ingestion, the Criteo Automated Keyword Model ensures optimal ad delivery and minimal bid filtration, by automatically targeting the most relevant and performing keywords. It includes head to long-tail and misspelled terms.
Our keyword model identifies which keywords are best for driving conversions, return and scale. It also enables faster campaign setup, by removing the burden of keyword research and selection.
Manual Keyword Targeting
All the promoted products selected in your line item(s) already have keywords automatically associated to them by our advanced keyword model (see above). In addition, you can negate terms or submit new ones that would not be covered by our model, thanks to the manual keyword targeting tool at line item level.
The real-time negative keyword feature ensures that you capture only the wanted traffic by allowing you to negate specific broad or exact match terms.
The ability to submit manual keywords allows you to reach additional keywords if they are approved by the retailer.
Commerce Max is designed to give its users as much flexibility and control as possible. Users of CMax can choose how strict and specific they want their matching to be. Commerce Max's Automated Keyword Model automatically associates over 100 keywords to your line items for targeting based on the products your line item features. Your line items will then target shoppers who use search terms that match the terms assigned to your line item for targeting.
Keyword matching can be set to either Broad or Exact matching for both negative and positive targeting.
Match Types:
Broad Match and Exact Match have very different impacts on the delivery of your campaigns.
Broad match has a broader scope, blocking words that are similar or variations of your input terms.
Exact match is more precise about blocking terms. It only blocks search terms that match your inputs.
The image to the left shows how negative keyword matching may impact your ad delivery and targeting.