About Onsite Display Page Types
A page type is the specific kind of retailer page your ad serves on, such as the homepage or a search results page. Your page type choices decide where on the retailer's site your line item can appear.
How Many Page Types a Line Item Can Use
This depends on your campaign's buy type:
Auction: a line item can serve on several page types at once.
Preferred Deals and Sponsorship: a line item serves on a single page type.
The Page Types
The page types available to you depend on the retailer you selected. Not every retailer offers every page type. Depending on the retailer, you may see:
Homepage
Search
Category
Product Detail
Merchandising
Deals
Order Confirmation
Some page types need targeting inputs before a line item can serve on them: Search needs keywords, and Category needs categories.
Choosing a Page Type for Your Objective
Different page types suit different goals:
Homepage reaches a broad audience and typically serves far more impressions, which suits awareness.
Search reaches high-intent shoppers and usually delivers the strongest return on ad spend.
Category sits between the two.
Align the page types you choose with what the campaign is trying to do.
Targeting a Search Page With Keywords
To serve on a Search page, enter at least one search term in the Keywords box. A term can be a single word or a short phrase, one per row.
How keyword matching works:
The model identifies the root of each keyword and serves on any search that contains that root. For example, the root of "running shoes" is "run shoe," so your ads serve on "shoes for running" as well.
Matching ignores punctuation, capitalization, and spacing. "mac & cheese" and "mac cheese" both match, as do "follow-up" and "followup."
Matching covers word combinations. "computer keyboard" also serves on "keyboard computer."
You can also add suggestions from Recommended Keywords by clicking a keyword or Add, or Add All to take them all. Recommended keywords are validated by the retailer automatically and need no further review.
Keep your keywords relevant to the products in the line item. Competitor or irrelevant keywords are discouraged, and the retailer may refuse the submission.
Targeting a Category Page
To serve on a Category page, select categories from the retailer's taxonomy. At least one category is required.
Category levels are shown with a ">". In "Appliances > Small Appliances > Small Appliance Sets," Appliances is level 1 and Small Appliances is level 2.
Selecting a category automatically includes its child pages. Choose the most specific level that applies, and review the child pages for accuracy.
To exclude a category's child pages, clear the checkbox in the Include Child column.
Keep categories relevant to the products in the line item; the retailer may refuse an irrelevant submission.
Changing Page Targeting After Launch
Once a line item is active, changes to its keywords and categories follow the same rule as other properties on an Auction line item:
Adding keywords or categories requires retailer review, and the line item stops spending on those additions until approved.
Removing keywords or categories does not require review.
Recommended keywords and categories are always approved automatically. A keyword or category marked "non-recommended" must pass retailer review before it can serve. To learn more, please see Edit an Onsite Display Line Item.