Keyword Targeting and Data Keys allow you to display specific ads based on conditions or parameters you define. These tools give you greater control over which campaigns and ad items appear, ensuring you deliver the most relevant ads to your audience.

What is Keyword Targeting?

Keyword Targeting uses text-based rules to determine which ads to serve. When a zone tag includes a keyword, AdButler matches that keyword with campaigns or ad items targeting the same keyword.

Example Use Cases: - Show a "Back-to-School" banner only on pages tagged with school. - Display sports-related ads when the page includes the keyword football.

Adding Keywords to Campaigns or Ad Items

1. Go to Advertisers, then open the Campaign or Ad Item you want to edit.
2. Navigate to the Targeting section.
3. Add one or multiple Keywords (separated by commas).
4. Click Save.

Passing Keywords Through Zone Tags

To send keywords to AdButler, include them in your zone tag:

• kw=school,fall – Tells AdButler to only serve ads targeting school or fall.

What Are Data Keys?

Data Keys allow you to pass custom parameters into your ad requests for advanced targeting scenarios, such as: - Serving personalized ads based on user preferences (e.g., userType=premium). - Passing product IDs or categories for dynamic ad content.

Passing Data Keys in Tags

Include data keys in your ad tag like so:

In this example: - _abdk[userType]=premium is passed as a data key. - Campaigns or ad items targeting will serve to the user.

Recommended Reading: Learn more about Data Keys and Advanced Targeting.

Setting Targeting Rules for Data Keys

1. Open the Campaign or Ad Item you want to configure.
2. Go to Targeting > Data Keys.
3. Add the key name (e.g., userType) and its expected value(s) (e.g., premium).
4. Click Save.

Best Practices

• Use Keywords for Page-Level Targeting – Great for content categories or seasonal ads.
• Use Data Keys for Dynamic or User-Level Targeting – Ideal for personalization or advanced logic.
• Always Include a Fallback Campaign – Prevent empty ad slots if no targeted ads match.
• Test Targeting Rules – Use AdButler’s preview and debugging tools to confirm your setup.

Next up: Ad Scheduling and Flighting, where we’ll configure when your ads run, including start dates, end dates, and rotation options.