Sponsored Products Line Items

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Line Items

Each campaign consists of one or several line items. With the Criteo Retail Media API, you can run an ad only after creating a campaign and, at least, one line item. A line item is where you will select the products and the retailer you want to advertise. Each line item can consist of multiple featured products but can only run across one retailer. You will need to create multiple line items to run across multiple retailers. Several line item settings also help you spend your budget wisely and optimize delivery. To see all of your existing line items, please refer to Line Items

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Keywords

Criteo API provides the capability to control search placements based on keywords that shoppers may use on a search page. Using a single API call, you can specify which keywords to target or avoid, and optimize your line item by setting bids on the most relevant keywords.

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Negative Keyword Targeting

Negative keyword targeting helps determine where a line item should or should not serve, based on product keywords that shoppers use in searches or purchases. Negative Keywords may be entered as either Broad Match or Exact Match

Match Type	Negative keyword	Ads won’t show for	Ads may show for
Broad match	Men’s shoes	Men shoes, Blue men’s shoes, Men’s shoe size 9	Shoes, Boy’s shoes, Men’s basketball shoes
Exact match	Men’s shoes	Men’s shoes, Mens shoes, Mens shoe	Shoes, Blue men’s shoes, Mens shoe size 9

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Summited Keywords

Submitted (or Positive) keyword targeting enables targeting based on a pool of search phrases that closely match what shoppers type. The API allows you to specify these phrases using the PositiveExactMatch match type, comparing the shopper’s search term with your specified keywords for an exact match. Submitted Keywords will always be entered as Exact Match.

Submitted keyword match type	Positive keyword	Ads will show for	Ads won’t show for
Exact match	Women’s shoes	Women’s shoes, Womens shoes, Womens shoe	Shoes, Blue women’s shoes, Womens shoe size 9

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Keyword Normalization Involves:

• Removing stop words (“a,” “the,” “at”, …)
• Stemming the remaining words by trimming common prefixes and suffixes (“runner” => “run”)
• Sorting the remaining words alphabetically.

You can also prune phrases using NegativeExactMatch and NegativeBroadMatch to remove unwanted matches.

• A negative exact match must match a normalized positive phrase exactly for that phrase to be removed
• A negative broad match can match any substring of a positive phrase for that phrase to be removed

The remaining positive phrases are sent to delivery for bid qualification on search pages, while delivery does not use negative keywords.

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Submitted Keyword Approval Workflow

When you submit a positive keyword, it enters a pending state. Criteo’s validation system will automatically review and approve or reject the keyword:

• If the keyword is already mapped in the automated keyword model, it is approved.
• If the keyword contains a competitor’s brand name, it is rejected and deactivated.
• If the keyword cannot be validated automatically, a Criteo reviewer will manually assess its eligibility.

 

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Keyword Bidding

• Keyword bidding offers more granular control over your ad spend by allowing specific bids on keywords.
• The bid must respect the minimum CPC bid of the line item.

Outcomes Based on Keyword Status:

• Approved: Keyword bids take effect immediately.
• In Review:: Bids are not effective until the keyword is approved.
• Rejected: Bids have no effect.

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