Help Center

  1. Accounts
      1.1 Manage Account
      1.2 Create Account
      1.3 Manage Account Access
      1.4 Edit User Profile
      1.5 Billing
  2. Campaigns
      2.1 Manage Campaigns
      2.2 Create Campaign
      2.3 Ad Rotation
      2.4 Geo Targeting
  3. Ad Groups
      3.1 Manage Ad Groups
      3.2 Create Ad Groups
  4. Ads
      4.1 Manage Ad Variations
      4.2 Create ad
      4.3 Dynamic Substitution
  5. Keywords
      5.1 Manage Keywords
      5.2 Keyword Optimizer Tool
  6. Reports
      6.1 Main Reports
      6.2 Custom Reports
      6.3 Activity History
      6.4 Billing History
      6.5 Click Tracking
  1. Beginner Workshops
      7.1 Basics
  2. General Information
      8.1 Dashboard Alerts
      8.2 Pricing
      8.3 Credit Cards
      8.4 Coupons
      8.5 Review Process
      8.6 Ad Status
      8.7 Passwords
      8.8 Reporting Glossary
      8.9 File Encoding
  3. Editorial Guidelines
  4. Performance Tips
  5. Terms & Conditions
  6. Contact Us
  7. Bulk Upload Tools
      13.1 Create Ad Groups, Ads, & Keywords Process
      13.2 Create Ad Groups Process
      13.3 Edit Ad Groups Process
      13.4 Create Ad Variations Process
      13.5 Edit Ad Variations Process
      13.6 Add Keywords Process
      13.7 Edit Keywords Process
      13.8 Move Ad Groups Process
      13.9 Import Google CSV Process

1.) Accounts

1.1 Manage Account

What is the difference between a campaign and an account?
An account is the umbrella under which your individual campaigns live. Contact and billing information are managed on the account-level. Ad groups are managed within a campaign.

What is the account balance?
Your account balance holds the funds that are used by all of your active campaigns.

What is the account description?
The account description is an optional field used to describe an account. This could be useful in helping you distinguish between similar accounts.

How can I deactivate my account?
To deactivate your account, simply turn off all the campaigns within that account. Please note that you may see a final charge to your credit card for any balance due. Should you have a surplus of funds in your account, see the Billing section for information on how to request a refund.

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1.2 Create Account

How can I create a new account?
To create a new account, select the Create Account link under the Accounts menu. Once you create an account, you must create a new campaign (under the Ads menu) to run ads. Most customers only require one account, and LookSmart recommends using one account unless you prefer to be billed separately for ads.

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1.3 Manage Account Access

How do I add a user to my account?
Certain customers have the ability to add users to their account. If you have this privilege, you can add a colleague or employee to your account via the Manage Account Access page. When adding the new user, you will have the option of granting them full or reporting-only access.

Why would I want to add a user?
Granting individuals access to your account allows them to view account information, see reports, add and update ads and modify campaign information (e.g. campaign daily budget and CPCs). You can specify the privileges you grant to specific users.

What does Account Access mean?
Permission levels determine the privileges a user has with respect to a particular account. The different access levels include:

  • Reporting Only: Users can only view account, campaign and ad information.
  • Full: Users with this privilege can view and update account, campaign and ad information and can also give other users access to the account.

How do I subscribe or unsubscribe to LookSmart AdCenter's email notifications?
You can change your subscriptions to LookSmart AdCenter email notifications by clicking on Manage Account Access under the Accounts menu. Then click on the check boxes for the notifications you wish to receive and save the changes.

What are the different types of email notifications I can subscribe or unsubscribe to?
Emails are an important part of managing your AdCenter ad business effectively. If you are not receiving any AdCenter emails, be sure to check your spam filters or check with your system administrator.

There are three types of AdCenter email notifications that you may subscribe to:

  • Billing emails concern billing issues related to your AdCenter account, including ad purchase receipts and monthly activity summaries.
  • Traffic emails concern any event that affects traffic to your ads. For example, an email will be sent when you meet the budget you set for a campaign and traffic to those listings has been paused.
  • Account emails concern changes to your account, including the approval of pending ads by LookSmart.

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1.4 Edit User Profile

How do I change my password?
Change your password using the Edit User Profile link under the Accounts menu.

How do I change my email address?
Update your e-mail address using the Edit User Profile link under the Accounts menu.

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1.5 Billing

How do I change the credit card associated with my account?
You can change your credit card information from the Credit Card area under the Accounts menu. Please be sure your credit card information is accurate and up to date.

Cardid

What is Card ID Number?
The Card ID Number is used as a security measure for online credit card transactions. It refers to the 3-digit code that can be found on the back of your credit card with the Visa or MasterCard Logo. For American Express cardholders, the same information can be found as the 4-digit code on the front of your card.

How do I pay with an invoice?
If you are currently conducting your AdCenter ad business via credit card and would like to be invoiced instead, please contact LookSmart Client Relations for assistance in making this transition.

How do I change the billing address for my account?
You can change your billing information from the Manage Account area under the Accounts menu. Please be sure your credit card information is accurate and up to date.

Can I keep more than one credit card on file for my account?
No. Only one credit card can be associated with your account. However, you can change your credit card from the Manage Account area under the Accounts menu. Please be sure your credit card information is accurate and up to date. If you'd like to pay for ads with a different credit card, you may either change your credit card on your current account or create another AdCenter account.

Can I use the same credit card for separate accounts?
Yes. However, if you are anticipating using all of the same billing and payment information, it may be easier to just create a new campaign.

Are my payments secure?
Yes. Security is a primary concern for LookSmart. All customer credit card data is encrypted and stored securely.

Who do I contact regarding billing questions?
For billing questions, please contact LookSmart Client Relations and select "Billing" as the subject of your inquiry.

When will you charge my card?
We will charge your card either when your balance is greater than your billing threshold or when a month has elapsed since the last charge. When we charge your card, we do so for the full amount outstanding so it may be greater than your billing threshold depending on how quickly you are spending.

What is my billing threshold?
Your billing threshold is the amount of spend allowed for your account before which your credit card will be charged. For example, if your billing threshold is $100, your credit card will be charged after you spend that amount. Billing thresholds start at $25 but can migrate over time based on both your history of successful charges as well as account spend.

How do I request a refund?
To request a refund for any remaining account balance contact LookSmart Client Relations. Note that before requesting a refund, you must turn off all ads in every campaign in your account.

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2.) Campaigns

2.1 Manage Campaigns

What is a campaign?
A campaign is an aggregation of ad groups. There are many different ways to set up your campaigns to make it easy to manage your ad inventory. Some common examples include separating campaigns by season, theme or product line. At present ad groups, daily budget and CPCs are managed at the campaign level. There is no limit to the number of campaigns you can create within an account.

What is a daily budget?
The daily budget is the maximum amount you want to spend on clicks within a campaign per day. Active ads will receive clicks until the cost of those clicks (based on your max CPCs) reaches your pre-selected daily budget. You will never be charged more than that. Once your daily budget has been reached, all ads in your campaign will be taken out of distribution until the beginning of the following day. Of course, depending on the traffic of your campaign, you may not receive enough clicks to reach your daily budget.

How can I increase my daily budget?
Increasing your daily budget is easy via the Manage Campaigns area under the Ads menu.

What is the campaign Max CPC?
The campaign max CPC represent the default bid for any the keywords in your campaign. That is, any keyword that does not have a bid set, will use the ad group level max CPC. If the ad group does not have a max CPC, then the campaign-level max CPC will be used.

How does daily budget affect my account balance?
Your daily budget is set at the campaign-level and your account balance reflects the funds that are used by all of your campaigns.

What does Budget Reached mean?
Budget Reached indicates that campaign has reached its daily budget. When this happens, we temporarily turn off that campaign until the start of the following day or until you increase your daily budget. If you find your campaigns are being turned off sooner in the day than you would like, you should consider increasing your daily budgets .

How do I turn a campaign on or off?
You can turn a campaign on or off by clicking the ON or OFF radio buttons in the campaign details information box on the Manage Ad Groups page or on the Manage Campaigns page.

What happens if I turn my campaign off?
If you turn a campaign off, all of the ads in your campaign will be taken out of distribution. Potential customers will not be able to see any of your ads. To put them back into distribution, simply select the ON status in the campaign details information box on the Manage Ad Groups page or on the Manage Campaigns page.

What is the difference between the campaign max CPC, the ad group max CPC and targeting max CPC?
A general rule to follow when thinking about different max CPC values is the more granular the level in the advertiser account, the higher priority CPC.

Your campaign's maximum cost-per-click is the default amount you are willing to pay for a click in the campaign. The campaign level max CPC serves as the bid in the keyword auction when there is no ad group level or targeting level max CPC set.

Similarly, the ad group max CPC is the default amount you are willing to pay for a click in the ad group and serves as the bid in the keyword auction when there is no targeting level max CPC set.

A max CPC set at the targeting level will always be used in the keyword auction.

Can I use third party tools to manage my campaigns?
Yes. LookSmart has partnered with various bid management tool providers. Using a centralized interface, you can manage bids, track results of all online marketing efforts and manage creatives across multiple networks. To date we have launched partnerships with APEX Pacific, BidRank, ClickTracks, LivePerson, MakeMeTop, Omniture, Trellian and Atlas.

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2.2 Create Campaigns

How do I create a new campaign?
Use Create campaign under the Ads menu. To turn on your new campaign, set a daily budget, determine a Max CPC and compose your ads.

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2.3 Ad Rotation

What is ad rotation?
Ad rotation provides you the ability to target a single list of keywords to a set of ads, so that you may vary the ad copy that is shown in response to keyword searches.

How does it work?
At a high level, ad rotation involves two components: an ad group and an ad rotation type. The ad rotation type is set at the campaign level and simply states how you'd like the ads for the different ad groups within the campaign rotated. An ad group is simply an association between a set of ads and a list of keywords.

To rotate ads then, the ad server will simply display different ad copy in response to queries that match the keywords in the ad group, based on your specified ad rotation type.

What types of ad rotation are available?
At present LookSmart offers three types of ad rotation:

  • Equally Rotated: Ad variations are displayed on an even basis
  • CTR Optimized: Displays the best performing ads on a CTR basis more frequently
  • Smart Rotation: Displays the best performing ads on a CPA basis more frequently

Please note to use SmartRotation you need to have LookSmart conversion tracking in place and the Conversion Calculation Enabled checkbox enabled for your account.

How can I configure ad rotation for my campaign?

You can set the ad rotation type for your campaign by first navigating to the Edit Campaign page. Under the Ad Serving section, you will see the options available to you for ad rotation.

2.4 Geo-Targeting

What is Geo-Targeting?
Geo-Targeting allows your ads to receive traffic from web users in specific geographic areas that you designate.

What Geo-Targeting options are available?
Geo-Targeting is performed at the campaign level and is available for regions as large as a country or narrow as a postal code. Specifically, there are four geographic types you can use to target your campaigns:

  • Country
  • State or Region
  • City / Designated Marketing Area
  • Postal Code
Please note that at present Geo-Targeting options below the country level are only available for the United States, Australia, Canada and the United Kingdom.

It's also important to note that Geo-Targeting options can be combined. That is, you can target your ads to all of France, all of Arizona and Baltimore, MD. Should there be a conflict between two targeting options, the more broad option will be used. For example, if you choose to target all of New York State as well as New York, NY, only the former will be used. If all of New York State is targeted, ads will be delivered to New York City as well.

How can I use Geo-Targeting?
By default all new campaigns are targeted to the United States and Canada. However, targeting is not restricted to only those countries. The AdCenter allows advertisers to target their campaigns to any of the following:

Argentina
Australia
Austria
Brazil
Canada
Chile
Colombia
Czech Republic
Finland
France
Germany
Greece
Hungary
India
Indonesia
Ireland
Italy
Malaysia
Mexico
Netherlands
New Zealand
Norway
Peru
Philippines
Poland
Portugal
Russian Federation
Singapore
Slovenia
South Africa
Spain
Sweden
Switzerland
Thailand
United Arab Emirates
United Kingdom
United States
Viet Nam

In the AdCenter, Geo-Targeting can be managed by clicking the Locations tab on the Manage Ad Groups page. If you do not have any custom targeting options set, you should see a Customize Targeting button. Clicking on Customize Targeting shows you the list of the geo location types that you can target. From there, it takes just three simple steps to set Geo-Targeting for your campaign:

  1. Click the Edit button next to the desired Geo-Targeting location type.
  2. Use the selection interface to add the specific locations you wish to target.
  3. Click the Done button to save your targeting choices.
If you ever wish to remove custom Geo-Targeting from your campaign, simply click the Clear Targeting button. The Clear Targeting button will remove any targeting options you have set, and return your campaign back to the default country targeting.

Alternatively, Geo-Targeting can also be managed through the AdCenter API. For more information, please see the AdCenter API Guide.

How does it work?
At the time of the query, the ad server determines the physical location of a web site visitor using the IP address provided by the publisher. The ad server then uses the location information to deliver ads targeted to the users geographic location and search type.

Can I get reporting information broken out by geographic location?
Absolutely. If you select the Custom Reports link in the Reports menu, one of the reporting options you will see is "Location". Just select the appropriate geographic location type for your report.

Is Geo-Targeting available in the API
Yes. Please see the AdCenter API Guide for more information.

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3.) Ad Groups

3.1 Manage Ad Groups

What is an ad group?
An an ad group is an association between one or more ads and a list of keywords. Ad groups allow you to A/B test different ad copy against the same list of keywords. You can then use the performance data of the different ads to modify your campaigns, optimizing how your ads are displayed.

The ad group itself has several properties. All ad groups must have a unique name, and can optionally have a max CPC. You can also specify whether the ad group contains adult content so that it may be targeted appropriately.

Are there any restrictions on the number of ads I can have in an ad group? What about keywords?
A single ad group may contain no more than twenty (20) ads at any one time. While this number may seem small, please keep in mind that the point of being able to associate multiple ads to the same list of keywords, is to be able to optimize your campaign so that your best performing ads are displayed more often. Trying to optimize against a large number of ads really only serves to dilute the effectiveness of ad rotation.

At present, there is no limit on the number of keywords that can be associated with any single ad group.

How can I edit my ad group?
To edit an ad group, go to the Manage Ad Groups page and select the link for the ad group you wish to edit. Click the Edit Ad Group button to edit the ad group name, max CPC and adult status.

How can I edit more than one ad group?
To edit more than one ad group, first go the Manage Ad Groups page. Then, select the check boxes next to each ad group you would like to edit and click the Edit button. You should now be able to modify the name, max CPC and adult status of all the selected ad groups.

What is the ad group max CPC?
The ad group max CPC is the bid used in our auction for any targeting associated with the ad group that does not have a CPC set.

How can I set a max CPC for my ad group?
The easiest way to set a max CPC for one or more ad groups is to follow the process for editing a single ad group or editing multiple ad groups.

How can I see all the ads for my ad group? What about keywords?
To see all the ads associated with the ad group, go the Manage Ad Groups page and select the link for the appropriate ad group. On the lower right hand side of the page, you should see two tabs, one that says Keywords and another that says Variations. Selecting the former will display all keywords associated with the ad group and the latter all ads for the ad group.

How can I see off ads or keywords for an ad group?
Follow the same steps as above, finishing by selecting either the Keywords or Variations tab. Next, select the funnel icon in the Status column. You should see two options: Show On and Show All. Selecting Show All will display all ads or keyowrd associated with the ad group.

How do I add ads to my ad group? keywords?
Navigate to the Manage Ad Groups page and select the link for the appropriate ad group. On this page you should see a group of buttons directly beneath the Ads tab. The Create Ad Variation will allow you to add an new ad to the ad group. Similarly, the Add Targeting button will allow you to add targeting to the ad group.

How do I turn off my ad group?
On the Manage Ad Groups page indicate each ad group you want to turn off by clicking on its checkbox, and then click the Turn Off button.

How do I move an ad group between campaigns?
Similar to turning off an ad group, on the Manage Ad Groups page indicate each ad group you want to move by enabling its checkbox. Next click the Move button to choose the destination campaign for the ad groups. Clicking Move once more will complete the move operation.

What are Bulk Upload Tools?
The Bulk Upload Tools provide you with an easy way to manage the different elements in your campaign. Specifically, you can use the tools to create and edit ad groups, ads, and keywords as well as move ad groups between campaigns.

To use the LookSmart bulk tools, from the Manage Ad Groups page, click on the Bulk Upload Tools button. Select the action you want to take from the "Step 1: Download" drop down. This will generate a comma separated value (CSV) file that you will need to download to your computer to edit. You should be able to edit the CSV file using a spreadsheet program, such as Microsoft Excel. After you make your edits and save your changes, you'll need to upload the CSV file to looksmart. Under the "Step 2: Upload" section, choose the same action you chose for Step 1, and upload your saved file with the "Browse" button. You can then track the status of your upload with the My Jobs page located under the Ads menu.

Additionally, you can also use the bulk tools to see how your existing CPCs position your ads. In the Bulk Upload Tools page under the "Step 1: Download" drop down, select "CPCs by Position" to see details on your keywords, ads and what position your ads occupy with the configured Max CPCs.

Did my Bulk Upload work?
After you upload a file, you will be taken to the My Jobs page. The file has been uploaded successfully if you see "Complete" in the "Status" column. Use your "Refresh" or "Reload" button on your browser to update the status of the My Jobs page.

If you have errors with your upload, you will also see a red "Error" link in the "Files" column. Only the rows with errors appear here – all other rows were successful and do not need to be uploaded again. Click on the "Error" link to download the CSV file with the problem rows, make your corrections and upload again.

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3.2 Create Ad Groups

How do I create a new ad group?
You can create a new ad group by navigating to the Manage Ad Groups page and selecting the Create a New Ad Group button. You should then see a form on the Create New Ad Group page to create a new ad group.

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4.) Ads

4.1 Manage Ad Variations

How can I edit my ad (Title, Description, Display or Destination URL)?
On the Manage Ad Groups page click the name of the ad group to which the ad belongs. Select the Variations tab, enable the checkboxes next to the ads you would like to edit and click the "Edit" button. Note that you can also use Bulk Upload Tools functionality to edit your ads.

How do I turn an ad on or off?
To turn an ad off, go to the Manage Ad Groups page, and select the link of the ad group to which the ad belongs. Once there select the Variations tab, enable the checkboxes for the desired ads and click either the Turn Off or Turn On button.

My ad was showing up in the Sponsored Results but now I can't find it anymore. What happened to my ad?
If you have purchased an ad and it has stopped delivering, you most likely have reached your daily budget. When a campaign reaches its daily budget, the traffic to your site from ads in that campaign will be temporarily halted. All ads in that campaign will be put back into distribution at the beginning of the next day.

Why is my ad not showing up in my ad group?
If you do not see your ad in your ad group, it may be because your submission did not meet our Editorial Guidelines. If your ad or site was not accepted, you will receive an email notification.

How can I ensure that my changes are accepted?
To increase your ads' chances for approval, please make sure they adhere to our Editorial Guidelines.

What if my changes don't meet Editorial Guidelines?
Whenever possible, LookSmart will recommend changes to material that does not meet our Editorial Guidelines. However, in order to maintain the high quality of our ads, we may reject changes that do not meet our Guidelines. To ensure that changes to your title and description are accepted, please review the Editorial Guidelines carefully. You can always resubmit your ads.

When will I see the changes to my ad?
Newly created ads, or edits to existing ads should appear within a few hours on the LookSmart network.

How many ads can I purchase for my site?
While you may have no more than twenty (20) ads in any one ad group, there's no limit to the total number of ads you may have in your campaign. Also, please be sure that each ad meets the LookSmart Editorial Guidelines.

4.2 Create Ads

How do I create a new ad?
To add a new ad to an existing ad group go to the Manage Ad Groups page and select the link for the appropriate ad group. Clicking the Create Ad Variation button will allow you to add an ad to the ad group.

How do I upload more than 100 ads or keywords?
The best way to upload large numbers of ad groups, ads or keywords is to use bulk tools functionality. On the Manage Ad Groups page, click on the Bulk Upload Tools button. On the Bulk Upload Tools page download the appropriate template and make your changes offline. Finally, use the Bulk Upload Page to upload your edit changes back into the AdCenter. We recommend uploading only 2,500 listings at a time.

Also, please note that at present an ad group may only contain twenty (20) ads.

Is my submission guaranteed to get listed?
All sites that meet our Editorial Guidelines will be listed with LookSmart. Sites that do not meet these guidelines are not eligible. Please review the guidelines carefully before submitting your ads.

Can I write my own ad?
Absolutely. You alone are uniquely qualified to describe your business in terms that are relevant to your customers. As you choose your keywords and write your titles and descriptions, remember that an ad that is searchable and relevant will drive the most targeted traffic to your site. If your ad does not meet our Editorial Guidelines, we may adjust your title and description rather than reject it.

What is the Destination URL
The Destination URL links an ad to the relevant page on your site. The Destination URL, unlike the Display URL, is hidden from the viewer.

Also, through the use of substitution parameters, the Destination URL provides you with the ability to track user behavior, gain insight into traffic sources as well as monitor the performance of keywords in your campaign.

Example 1: A user searches on the term "car" and then clicks on your ad (that only contains the keyword "car") which has a Destination URL of "http://www.mydomain.com/index.php?keyword=car". In this case we have sent the user to our home page because they searched a general term but we are still able capture what keyword the user searched by placing our "keyword=car" parameter n the Destination URL.

Example 2: A user searches on the term "honda accord" and then clicks on your ad (that only contains the keyword "honda accord") which has a Destination URL of "http://www.mydomain.com/honda_accord.php?keyword=honda+accord". In this case we have sent the user to a page with content relevant to Honda Accord's because they searched on this term AND we are still able to capture what keyword the user searched by placing our "keword=honda+accord" parameter in the Destination URL.

Why can't I submit ads certain sites?
LookSmart does not accept ads for sites that promote hate or illegal activities. Please see our Editorial Guidelines for more information.

Can I automatically track the keyword that is matched in my Destination URL?
Yes. Please see the dynamic keyword substitution section for details.

Can I submit an affiliate link?
LookSmart accepts affiliate links that comply with all network and merchant terms and conditions. However, we reserve the right to delete your listings at the request of the owner of the site that you link to, or if your listings are otherwise in violation of LookSmart's Editorial Guidelines.

What if my site isn't in the United States?
Sites listed with LookSmart should be of use to a U.S. audience. While some international sites, such as those for travel-related services, may be suitable for the U.S., sites that provide services for a non-U.S. audience are not appropriate.

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4.3 Dynamic Substitution

What is dynamic substitution?
Dynamic substitution provides the advertisers to dynamically modify ad elements through the use of special variables.

What types of dynamic substitution are available?
At present LookSmart provides three types of dynamic substitution

  • Display Text - allows you to dynamically modify the title and description of an ad
  • Destination URL - allows you to dynamically modify the Destination URL of an ad
  • Geo Location - allows you to modify title, description and destination URL with the user's geo location

Display Text Substitution
The following dynamic substitution parameters can be used in the Title and Description fields of an ad. The ad server will automatically insert the actual values of these variables unless they cause the title or description fields of the ad to exceed the total character limit. In that case, the alternate text will be used instead.

  • {keyword: alternate text} - the matched keyword
  • {query: alternate text} - the user's search text (also known as the query term)

Destination URL Substitution
The following dynamic substation parameters can be used in the Destination URL field for click tracking purposes. As with Title and Description, the ad server will insert the actual values of these variables unless they cause the Destination URL to exceed the total character limit. In that case, alternate text will be used where available.

  • {keyword: alternate text} - matched keyword
  • {query: alternate text} - inserts the user's search text (also known as the query term)
  • {ad_id} - the Ad ID of the ad that was served
  • {keyword_id} - the Keyword ID of the keyword that was matched
  • {feed} - the unique ID of the query source

Geo Location Substitution

LookSmart also supports dynamic substitution parameters that are driven by the users location. That is, the ad server will replace the geo-location variable with the actual location of the user generating the query. The specific geo-location types are listed below and will work with all three of the Title, Description, and Destination URL parameters.

  • {country:alternate text}
  • {province:alternate text}
  • {state:alternate text}
  • {city:alternate text}
  • {postal_code:alternate text}

Again, the alternate text will only be used if the value for the geo-location type causes the ad element to exceed its total character limit

Can you show me an example of how dynamic substitution works?
Certainly. Let's take a look at the {keyword: alternate text} listed above. The keyword variable allows you to insert your Broad Match or Smart Match targeted keywords into your ad text or destination URL.

For example, using the dynamic keyword parameter you can create ad that looks like this:

Buy {keyword: digital gadgets}
Check out the {keyword: digital gadgets} section of our web site to get
expert opinions on the latest portable media gadgets.
http://reviews.example.com

With the Destintation URL:

http://reviews.example.com/?tracking={keyword: digital gadgets}

and the following keywords in your ad group

portable game devices
portable music players

When the keyword portable music players is matched, the ad will look like this:

Buy portable music players
Check out the portable music players section of our web site to get expert
opinions on the latest portable media gadgets.
http://reviews.example.com

and the destination URL will be served as:

http://reviews.example.com/?tracking=portable+music+players

Dynamic Substitution Capitalization
In addition to using {keyword:alternate text} and {query: alternate text} to simply insert your keyword or the query term into the title or description of the ad, you can also control their capitalization. That is, you can change the format of the {keyword:alternate text} and {queryterm: alternate text} variables to customize the capitalization of the keyword or search term as they appear in the ad title or description.

The formatting rules around the keyword and queryterm variables are both straightforward and easy to use. The rules, along with examples, are described respectively in the two following sections.

Keyword capitalization rules

  • {keyword: alternate text} -- All words in the purchased keyword are displayed with lowercase letters.
    For example, the keyword car insurance will be displayed as car insurance.

  • {Keyword: alternate text} -- The first letter in the first word in the advertiser's keyword is displayed in uppercase.
    The keyword car insurance will be displayed as Car insurance.

  • {KeyWord: alternate text} -- The first letter in the every word in the advertiser's keyword is displayed in uppercase.
    The keyword car insurance will be displayed as Car Insurance.

  • {KEYword: alternate text} -- Every letter in the first word in the advertiser's keyword is displayed in uppercase.
    The keyword car insurance will be displayed as CAR insurance.

  • {KEYWord: alternate text} -- Every letter in the first word and the first letter in every other word in the advertiser's keyword are displayed in uppercase.
    The keyword car insurance will be displayed as CAR Insurance.

  • {KEYWORD: alternate text} -- Every letter in every word of the keyword will be displayed in uppercase.
    The keyword car insurance will be displayed as CAR INSURANCE.

In each of the scenarios mentioned above, if alternate text is displayed, it will be displayed exactly as typed in by the advertiser.

Query Term capitalization rules
The capitalization rules for the {queryterm: alternate text} variable exactly mirror those of {keyword: alternate text}. For the sake of clarity they are repeated below.

  • {queryterm: alternate text} -- All words in the search term are displayed in lowercase letters.
    For example, the search term car insurance will be displayed as car insurance.

  • {Queryterm: alternate text} -- The first letter in the first word in the search term will be displayed in uppercase.
    The search term car insurance will be displayed as Car insurance.

  • {QueryTerm: alternate text} -- The first letter in the every word in the search term is displayed in uppercase.
    The search termcar insurance will be displayed as Car Insurance.

  • {QUERYterm: alernate text} -- Every letter in the first word of the search term is displayed in uppercase.
    The keyword car insurance will be displayed as CAR insurance.

  • {QUERYTerm: alternate text} -- Every letter in the first word and the first letter in every other word of the search term are displayed in uppercase.
    The search term car insurance will be displayed as CAR Insurance.

  • {QUERYTERM: alternate text} -- Every letter in every word of the search term will be displayed in uppercase.
    The search term car insurance will be displayed as CAR INSURANCE.

As with keyword capitalization, in each of the scenarios mentioned above, if the alternate text is displayed, it will be displayed exactly as typed in by the advertiser.

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5.) Keywords

5.1 Manage Keywords

What is Keyword Targeting?
Keyword Targeting places pay per click ads on web sites that provide a search tool. By targeting your ads to potential customers while they search, you can reach a very responsive audience. Your ads are matched to the words people search for. By using the Broad Match or Smart Match options, you can expand or narrow the range of possible matches within your chosen keyword list.

How does Smart Match work?
Smart Match is our most precise targeting option. Using Smart Match, your ad will be displayed for queries that match your keyword exactly or are a small variation on your keyword. These variations include plurals, common misspellings, shared "root" words, and different word orders. They do not include synonyms however.

How does Broad Match work?
Broad matching offers advertisers a broader targeting option than Smart Match. Keywords marked "Broad" will match for a wider range of queries, making it easier to drive more traffic to your site. To help avoid unqualified leads, our negative matching feature can be used to prevent specific queries from returning ads that are set to "Broad" matching.

What's the difference between Smart Match and Broad Match?
Smart Match is more precise, and Broad matching has more reach.

Let's say you purchase the keyword "Exhibition Stands." If you set it to Smart Match, your listing will be shown against queries for "exhibition stands", "stands for exhibitions" and " stands exhibition." If, however, you set that to Broad match, your listing will be shown against such queries as "I need a stand for an exhibition" , "all-inclusive Exhibition Stands", "designers of exhibition stands" and any other query that contains those terms. You can use negative matching to the limit the scope of your broad matched terms.

What are Negative keywords?
To help avoid unqualified leads to your Broad matched ads, our Negative matching feature can be used to prevent specific queries from returning ads. This helps prevent ads from coming up for irrelevant searches and avoids unwanted clicks. For example, if you bid on the keyword "tires" but don't sell tractor tires, it might be a good idea to add the negatively-matched keyword "tractor" to your campaign.

How can I change my keyword matching options?
To modify the matching options for your different targeting first go to the Manage Ad Groups page. Then, select the name of the ad group to which the particular targeting belongs. Next, select the Keywords tab to see all the keywords for the ad group. Finally, enable the checkboxes next to the appropriate targeting types and click the "Edit" button.

What is a Targeting Max CPC?
The Targeting max CPC is the maximum amount you are willing to pay for clicks for a specific targeting item. While setting CPCs for individual keywords is optional, it can help you optimize your campaign for the best results.

How do I set a max CPC for my keywords?
If you follow the same series of steps used for changing the targeting of your keywords, you will also be able to set or modify keyword max CPCs.

Are there any restrictions on the number of keywords I can buy?
You may buy as many keywords in your ad groups and campaigns as you like. Please be sure that your targeting is relevant to your site and that it meets the LookSmart Editorial Guidelines.

How can I see all the keywords in my ad group?
From the Manage Ad Groups page select the name of the appropriate ad group. Next, select the Keywords tab to see all the keywords for the ad group. For your convenience, you can download all of the keywords in your campaign using the Bulk Upload Tools

How do I turn a keyword off or on?
From the Manage Ad Groups page, select the name of the ad group. Next, click on the Keywords tab to display all the keywords for the ad group. Enable the checkboxes next to the appropriate keywords and use the Turn On and Turn Off buttons as appropriate.

How do I add a keyword to an existing ad group?
From the Manage Ad Groups page, select the name of the ad group to which you would like to add targeting. Next, click on the Add Targeting button to get to the Add/Optimize page. Enter the new keyword or keywords in the appropriate Smart, Broad or Negative match sections. Enter as many keywords as you wish, one keyword per line separated by a return. Optionally, click the Keyword Optimizer button to set prices for your keywords or to get suggestions for other related keywords.

5.2 Keyword Optimizer Tool

Selecting your keywords
Keyword selection is the most important component of building successful advertising campaign. Without highly targeted keywords or keyword phrases your ads will either be seen by the wrong audience or will not be seen at all. In the case of the former, you'll end up spending your budget on clicks that won't convert.

The best way to select the most targeted keywords or keyword phrases for your site is to think like your customer or visitor. Ask yourself what you might search if you were looking for a site with your products or services. Make a list of those words as you think of them and when you think the list is complete then go back through the list and think of the different synonyms, misspellings or alternative wording for each keyword or keyword phrase. A great tool to help you build this list is our Keyword Optimizer Tool. The Keyword Optimizer tool helps you find new keywords and keyword phrases that relate to your site as well as shows you how many searches and the CPC for the desired position.

What is the Keyword Optimizer Tool?
The Keyword Optimizer Tool is a handy, multifaceted tool that allows you to:

  1. View the bid landscape for keywords you have selected
  2. Get suggestions for additional keywords
  3. Change the desired position/CPC for any of your targeting selections
  4. Add any/all of your work to the current ad group

What is the Desired Position?
Desired Position refers to the position you would like your ad to receive in the auction. If you would like your ad to be in position one, then the majority of your targeting options should have CPCs equal to or greater than the CPC indicated for position one in the Keyword Optimizer Tool.

What are Negative keywords?
Please see the keywords section for the workings of negative keywords.

What are Estimated monthly clicks and how are they calculated?
Estimated monthly clicks are calculated by multiplying a click-through-rate (CTR) of 1.47% by the number of monthly queries for a keyword. Please note that this is only an estimate and the actual number of clicks you receive will be affected by your actual CTR, rank and the number of queries for your keyword.

How does Smart Match targeting work?
Please see the keywords section for details on smart match targeting.

How does Broad Match work?
Please see the keywords section for details on broad match targeting.

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6.) Reports

6.1 Main Reports

What information is in my Reports?
Data for your accounts, campaigns, ads and keywords can be viewed for the time periods you select. You can choose to view them in your web browser or to download them in a comma separated value (CSV) file.

What are Quick Reports?
Quick Reports are reports with pre-selected date ranges for easy access to your data. If you need different date ranges, you can go to the Reports menu and select Custom Reports

How do I create my own Report?
Custom Reports allow you to choose your own date ranges and viewing options. Use the Custom Reports link under the Reports menu to create a report that suits your specific needs.

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6.2 Custom Reports

How do I view my Report?
You can choose to view your custom report either in your web browser as an HTML page, or download it as a comma separated value (CSV) file.

What are View By options?

  • View by Date groups your data by day
  • View by Summary groups your data by account(s) or campaign(s)
  • View by Month groups your data by current calendar month
  • View by Quarter groups your data by financial quarter
  • View by Year groups your data by the current calendar year

Why do I see more columns in my spreadsheet download?
For certain keyword reports, there are too many columns to be easily viewed in a Web page. For that reason, those columns are only available by downloading the report as a CSV file.

What types of Reports are available?

  • Click Basic — Cost and click data. Updated hourly. Data is at most two hours old.
  • Impression Details — Impression, CTR, click and cost data. Updated hourly. Data is at least three hours old
  • Conversion Events — Conversion, click and cost data. Update daily. Data is from previous day.

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6.3 Activity History

What does activity history show?
Activity history shows you any edits that have been made to your account or campaign. Some examples of these items include account contact information edits, campaign Max CPC changes and turning campaigns on or off.

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6.4 Billing History

What does my Billing History include?
The Billing History section displays all charges made to your credit card . If you are an invoice customer, contact your account representative for billing information.

How do I change my billing information?
If you pay by credit card, you can change your credit card information on the Manage Account page under the Accounts menu. If you are an invoice customer, contact your account representative for billing information.

Why was I billed more than once this month?
In general, we will charge your card when your current balance is greater than your billing threshold. Depending on the frequency of your account spend and your billing threshold, this may be as frequent as several times per day or as seldom as once per month.

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6.5 Click Tracking

How do you track the amount of traffic sent to my site?
LookSmart has built a proprietary click-tracking system that enables us to count the number of clicks your ad receives across the LookSmart network of partners. The clicks tracked by our system are used to determine your traffic costs, which are then debited from your account.

Why do third-party tracking software packages (like Webtrends) report that my site is getting less clicks than LookSmart?
There are a number of reasons why third-party software fails to capture the correct amount of clicks, all of which arise from the way LookSmart counts the source of clicks. LookSmart counts the number of times a user clicks on one of our ads from anywhere in the LookSmart network. Many third-party tracking systems only count the number of times a user actually visits or "lands" on your site. If a site is broken, down for maintenance, or if the site or user has a poor connection, they may not be able to reach your Web site. Because LookSmart can't control whether or not a given page is operational, or if users have a good connection, we don't count clicks in this way. We count a click each time a user clicks on the link in your listing, not each time a user "lands" on your web site. In addition, clicks may not register through third-party click tracking methods for a variety of reasons including, but not limited to, the following:

  • If the third-party tracking system relies on referral information to track the source of visits, that system may undercount clicks from LookSmart, because many of LookSmart's ads are distributed to other sites. In other words, clicks from our partner sites may not register LookSmart as the initial source of those ads, and as a result, third-party tracking would not attribute those clicks to LookSmart. For example, your ad will likely generate clicks registered not only from LookSmart, but clicks from our partners.
  • If the third-party system counts users or "sessions" instead of actual clicks (as LookSmart does), the third-party data would likely be quite different from LookSmart data. Typically, tracking systems that count users or sessions use the IP address of the first click to establish where the visitor came from. An IP address is a unique code that identifies a user's computer when it connects to the Internet. Due to the use of proxy servers (which can mask individual IP addresses) by Internet Service Providers (ISPs) and businesses, many clicks coming from different users could appear to these tracking systems as one user or session, rather than tens or hundreds of different clicks. This would cause third-party numbers to be significantly lower than numbers provided by LookSmart.
  • If your site is not operational, if the link is dead, or if the user is prevented from accessing your site for any reason, LookSmart would still register that a user clicked on the link in your ad. For this reason, it's imperative that you ensure that your link and your site is functional 24/7. You're responsible for all clicks generated by your LookSmart ad even if your site is not operational.

What if my tracking does not match LookSmart reports?
The data produced by LookSmart's reporting tracks closely with third-party tracking systems. Generally, an accepted level of variance between two tracking systems +/- 10%, any greater difference warrants further analysis. If this is the case, contact LookSmart Client Relations at 877-512-LOOK (5665).

What is a Destination URL?
By adding code or parameters onto the end of the Display URL, you can more easily track the activity of visitors on your site. A Destination URL is a URL that you provide to LookSmart to help you monitor clicks to your LookSmart ads with your own system or via a third party provider. Destination URLs are also sometimes used by customers to track conversions or sales.

LookSmart says traffic to my ad has been turned OFF. Why do I still see my ad in search results?
As soon as a campaign meets its daily budget, all ads in that campaign are marked to be removed from distribution in the LookSmart network. However, there can be a delay anywhere from a few hours to as much as a day.

Can I limit the amount of traffic that is sent to my ads?
Yes, by choosing a campaign daily budget you determine how much you are willing to spend for each of your LookSmart campaigns.

Can I see my clicks in my Google Analytics reports?
Yes. Google describes how to tag your advertising campaigns in their Google Analytics Installation Guide. The basic idea is that you insert these parameters into your Destination URL. Then, the Google Analytics code you already have on your web site will interpret these values and incorporate the data into your online reports.

Here are some of the fields and values you might want to use (not all fields are required):

  • utm_source - looksmart-{feed}. This will allow you to track which of LookSmart's sites are the source of your clicks.
  • utm_medium - cost-per-click. Simply indicating you are running a cost-per-click campaign.
  • utm_term - {keyword_id}. The Ad Server wil insert the ID of your matched keyword. By capturing the keyword ID, you can use AdCenter tools to figure out the Max CPC and match type for that Keyword ID.
  • utm_content - {ad_id}. The Ad Server will insert the ID of the ad that was shown to your visitor. You can match this value with IDs in AdCenter ad level reports to see which of your ads received the most clicks, impressions or conversions.
  • utm_campaign The name of your campaign. This will allow you to uniquely identify the source campaign within your account. If you only have one campaign, another suggestion is to use the name of your ad group.

Here is what an example Destination URL might look like:

http://www.example.com/my_landing_page.html?utm_source=looksmart_{feed}&utm_medium=cost-per-click
&utm_term={keyword_id}&utm_content={ad_id}&utm_campaign=my-campaign-name

Your Destination URLs may look very different from these examples. Check with your webmaster or HTML designer to make sure you've set up the parameters correctly.

Can I use Atlas Search (formerly Atlas OnePoint) to track clicks and conversions?
Yes. To track clicks and conversions using the Atlas Search service, you'll need to perform the following steps:

  • Add the Atlas ProfitBuilder JavaScript code to the HTML of your web site. Atlas provides a simple JavaScript library designed for non-technical users that must be pasted into the HTML code of your web site. This JavaScript must appear on any page you wish to track clicks to. Atlas provides a PDF document that describes how to do this. You may also access this document by logging into your Atlas account and clicking on the JavaScript Tracking Code Setup link found in the Help menu under How To Documentation. If you have already added the ProfitBuilder code to your web pages, you can skip this step.
  • Create an AOP Campaign to track clicks and conversions. For each set of keywords that you want to track together, you need to create an AOP Campaign using your Atlas account. To do this:

    Part I: Create AOP Campaign

    1. Log into your Atlas Search (OnePoint) account.
    2. Click on the Manage Campaigns menu found under Tracking and Reporting...Setup.
    3. Click on the AOP Campaigns button that appears just above the Add New Campaign button.
    4. Click on the Add New Campaign button to create your first AOP Campaign.
    5. Fill in the required fields (refer to Atlas' online help for explanations) and click the Save Campaign button.
    6. Locate the name of the new campaign you just created in the table column labeled AOP Campaign Name. Write down the value you see in that row under the column Tracking Code. You will need the Tracking Code for your campaign in Part II.

    Part II: Modify Destination URLs

    1. Log into your LookSmart account.
    2. Click on the name of the Campaign you wish to modify in the table column labeled Campaign.
    3. On the Manage Ads page, click on the check box for each ad you wish to be tracked and click the Edit button.
    4. For each ad you wish to track in your AOP Campaign, modify the Destionation URL by adding the following text to it:
      • GCID=XXXXXXX-{feed}&KEYWORD={keyword: keyword_too_long}
      • Replace the XXXXXXX above with the Tracking Code you wrote down in Part I.
      • When you are finished, your Destination URLs may look something like this:

        http://example.com/mp3/portables.html?GCID=C12345x001-{feed}&KEYWORD={keyword: keyword_too_long}
    5. (Optional) Copy and paste your modified Destination URL into a separate web browser to confirm that your web page displays correctly.
    6. Click the Save button to save your changes.
  • Run Atlas Search Campaign reports to see conversions. Your first conversion reports may not be available for several hours after you complete Part II of the setup procedures above. However, after a few hours, try these steps to see your new conversion data:
    1. Log into your Atlas Search account.
    2. Choose the Campaign Overview Report menu under Tracking and Reporting.
    3. In the Campaign Type: pull-down, choose "NONPPCSE Campaigns Only" to restrict reports to only the AOP Campaigns you set up earlier.
    4. Click the Get Report button to see your data with the default reporting options.
    5. Consult the Atlas online help documentation to get explanations for the data presented.

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7.) Beginner Workshops

7.1 Basics

What is an account?
Accounts hold campaigns that contain ads. An account also represents your billing relationship with LookSmart. Traffic charges for ads inside campaigns are aggregated on an account level for billing. A customer can have multiple accounts if they would like to be charged separately for specific sets of ads.

What is a campaign?
A campaign was created for you automatically when you first signed up and created an ad. We encourage you to create new campaigns to manage your ads more easily. For example, you may want to create a campaign for one type of product line you sell and another campaign for a different product line. There is no limit to how many campaigns you can create within an account.

How can I be sure to get the maximum amount of traffic?
We recommend:

  1. Target your ads to related keywords and set your keyword Max CPC. This will give you the ability to boost your ads into the top tier of Sponsored Results.
  2. Raise your keyword Max CPC and campaign daily budget. A higher keyword Max CPC should boost the placement of your keyword-targeted ads in Sponsored Results. If you set your daily budget too low, you may notice a decrease in traffic to all of the ads in your campaign; try setting your daily budget close to our estimated daily budget in the Keyword Optimizer Tool to receive a constant heavy flow of traffic. Keep in mind that you only pay when your ad receives clicks, and any unspent funds in your account are refundable.
  3. Optimize your ads' titles and descriptions, to target them to the queries or context of your potential customers. Make sure you are familiar with our Editorial Guidelines, which offer tips on how to optimize the titles and descriptions of your ads.

What are Sponsored Results?
Sponsored Results are ads that relate to the search query or context on a given page. Results may be differently depending on how the Web publisher decides to display them on their site. Sponsored Results may appear at the above, to the right or within the content or search results. Results are ranked by an algorithm that factos in relevance and ad Max CPC.

On what sites do ads appear?
Keyword-targeted ads appear in Sponsored Results and other relevant ad placements across our network of partner sites.

Will my ads show up for common variations of my keywords?
If your ad is set to Smart Match, it will appear for variations such as plurals and common misspellings. If you have selected Broad matching, it will show up for all queries containing your keyword.

Where can I see my keyword-targeted ads?
To view your keyword-targeted ads, go to LookSmart and enter your keyword into the search box. Keyword-targeted ads are returned at the top of the page under the Sponsored Results section labeled "Results from our Sponsored Results"

What is the LookSmart AdCenter?
The LookSmart AdCenter is the online platform you will use to manage your LookSmart account.

How much traffic will my ads generate?
The number of clicks each of your LookSmart ads receive is determined by what users are searching for across the LookSmart network and how relevant your ads are to their needs. A LookSmart ad can receive hundreds or even thousands of targeted clicks per month.
The campaign daily budget you set determines the maximum amount you are willing to spend on traffic to the ad in that campaign each day.

Do LookSmart ads get priority placement in search results?
Keyword-targeted ads get priority placement in Sponsored Results. Placement of keyword-targeted ads within the Sponsored Results depends on the CTR (click-through rate) and the Maximum CPC (cost-per-click) for the ad. A few of LookSmart distribution partners may change the rank of ads when blending them with Sponsored Results from other providers.

How do I locate my ads?
Before searching for your ads on LookSmart or our partners' sites, please review the following information.
Things to remember about the AdCenter:

  • Keyword-targeted ads appear shortly after submission (about a few hours) in the Sponsored Results throughout the LookSmart network.
  • Each partner implements LookSmart ads in a different way. This means that their search results may be different than LookSmart's own search results. LookSmart is responsible for your ad's Title, Site Description, and keywords, but we do not always control how a given ad is published on our partner sites. For this reason, while we can offer advice for searching for your site, we may not always be able to precisely locate your ad on our partners' sites for you.
How To Search for Your Ad
As a first step to finding your site on our partners' sites, go to LookSmart or a partner's site and type your URL into the search field. For example, if your URL is "http://www.lampshades.com", strip out the beginning "http://www." and type in only "lampshades.com". This will likely return your site on that search site. While we know that this is not the optimal keyword, this method does allow you to quickly locate your site. Please remember, we do not guarantee that your ad will turn up for any specific keywords. Since a few of our partners have their own ranking technology, search results may vary when compared to those returned on LookSmart. You have a greater chance of showing up if you bid for a keyword using keyword-targeting and raise your keyword Max CPC.
If you are still having difficulty locating your ad on a particular partner site, try variations of your URL with and without the ".com". A search for your site's title as it appears on LookSmart may also help you locate your site on a partner's site.
If a couple of weeks have passed and you still cannot locate your ad on a partner site, please contact LookSmart Client Relations, and a member of our team will review your request. Please note: We will only respond to your query if there has been a delay or error on a partner site. We do not honor requests to locate a given site on our LookSmart network partner sites.

What is the LookSmart network of partners?
The LookSmart Network is a collection of sites and services that have partnered with LookSmart to display the ad of our advertisers. LookSmart puts your message in front of millions of customers at the exact moment they're looking for the products and services you sell. LookSmart partners include a number of national and regional Internet Service Providers (ISPs), as well as major Web portals and search engines.

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8.) General Information

8.1 Dashboard Alerts

What are Alerts?
Alerts notify you when you need to take action on your account or campaign and are sorted by order of importance, with urgent issues appearing at the top. Alerts help you improve the performance of your campaign and offer a recommended next step. If you need help, click on the "More Info" link to see the related Help topics or contact LookSmart Client Relations. To collapse the Alerts box from view, click the "Hide" link in the top right corner of the Alerts box. The "Show" link expands to display all of your current Alerts.

Why did my credit card fail?
The most common reasons for credit card failure is incorrect or incomplete information. To make sure your card and billing information are correct, go to Manage Account. Next, make sure you haven't exceeded your credit limit. If the problem persists, you may wish to contact your credit card's issuing bank to address a possible problem with your card.

What does Refund Due mean?
This is an Alert you'll see on the Dashboard if you have canceled all of the ads in your account. To reactivate your account or to receive a refund of your remaining balance, contact LookSmart Client Relations.

What does Account Empty mean?
This Alert will be posted if you have created an account, but have not created any ads or campaigns. To create an ad, go to the Ads menu and select Create Ad.

What does Campaign Empty mean?
This Alert will be posted if you have created a campaign, but have not created any ads. To create an ad, go to the Ads menu and select Create Ad.

What does Targeting Max CPC Low mean?
The Alert will be posted if you have selected Max CPCs for specific keywords that are below the minimum price to compete in the auction. You may enter a Max CPC for the keyword that is below this price, but you will receive fewer clicks.

What does Billing Information Incomplete mean?
This Alert will be posted if you have signed up for an account, but not completed registration by adding payment information. To add payment information, such as a credit card, go to the Accounts menu and select Manage Account.

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8.2 Pricing

How much does it cost to submit and edit ads?
There are no fees associated with submitting or editing an ad.

How are ads priced?
Ads are priced on a cost-per-click (CPC) basis. CPC pricing means you only pay when a user clicks on your ad. Keyword-targeted ads are positioned using both an ad's Max CPC and the ad's CTR. However, in order to provide your ads with optimal placement on certain partner sites, our systems may take into account several other factors when setting the amount to bid on that partner site including: competitive ads, prices, partner type and your business category.

When do Max CPC changes take effect?
Because Max CPC changes influence the position of each ad, these changes will take effect every time the system re-ranks ads. Across much of our distribution keyword-targeted ads are re-ranked on an hourly basis. These changes take into account amounts that we bid on partner sites, newly created ads and ads that drop out or are turned off. Changes in click-through-rate (CTR) for your ad, another ranking factor, are only adjusted on a daily basis.

What determines the rank of keyword-targeted ads in the Sponsored Results?
The rank of keyword-targeted ads in LookSmart search results is determined by multiplying each ad's max CPC and CTR, and comparing that value to other ads that have purchased the same keyword. Higher values mean higher ranks. This approach gives customers more control over their rank, while ensuring that LookSmart has the most relevant search results possible by rewarding relevant listings (those with higher click-through-rates) with higher position. In order to provide your listings with the optimal placement on certain partner sites, our systems will take into account several additional factors when setting the amount to bid on that partner site including competitive listings, prices, partner type and your business category. Please note that some of LookSmart's distribution partners may change the rank of listings when blending them with paid listings from other providers.

How often does the rank change?
Across much of our distribution, including LookSmart.com, keyword-targeted listings are re-ranked on an hourly basis. These changes take into account amounts that we bid on partner sites, newly added listings and listings that drop out when they hit their budgets or are canceled. Changes in click-through-rate for your listings, however, are only adjusted on a daily basis.

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8.3 Credit Cards

How do I change the credit card on my account?
You can change the credit card information from the Manage Account page. Simply complete the credit card information and save the changes.

How do I change the billing address for my account?
You can change the billing address for your credit card from the Manage Account page. Simply complete the billing information and save the changes.

My credit card was rejected. What should I do?
First, go to the Manage Account page and make sure that the billing address you have associated with your credit card matches the address on file with your bank or credit card company. If the problem persists, contact your bank, or the company that issued the credit card, to confirm the billing information. If the card is still not being accepted after you have confirmed with your financial institution that the billing address and security codes are correct, and that the card is in good standing, please call 877-512-LOOK (5665) and ask one of our Advertising Professionals for additional help.

My bank confirmed that my credit card and billing address are valid, but it keeps getting rejected. What should I do?
Several factors are considered as part of our fraud protection service. If you have confirmed that the billing address and security codes on the card are correct and the card is still not being accepted, please call 877-512-LOOK (5665) and one of our Advertising Professionals can help you determine what is keeping the card from being accepted.

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8.4 Coupons

What is a coupon?
Occasionally, LookSmart sends discount coupons to customers and prospective customers. The amount of the discount and the products to which the holder can apply it varies.

How do I use my coupon?
Coupons may be applied to both new and existing advertiser accounts.

For new accounts, coupon codes are redeemed on the Activate step when creating new accounts. Simply, enter the coupon code in the Payment Details section and click the Apply button.

Existing accounts may apply coupons on the Deposit Funds page. To get to the Deposit Funds page, first select Accounts from the main navigation menu, and then select the Deposit Funds link. To redeem a coupon, follow these three steps

  1. Enter the coupon code in the Coupon Code field.
  2. Click the Apply Coupon button.
  3. Click the Deposit Funds button (you may leave the Deposit Funds field blank).
To ensure that the coupon code is entered accurately, we recommend that you type in the code rather than cutting and pasting it from your email. Note that most coupons are valid for a limited time only and cannot be used after the expiration date. Some coupons may only be valid for certain products, which will be identified in your special offer email. If you have problems redeeming a coupon, please call 877-512-LOOK (5665) and one of our Advertising Professionals will help.

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8.5 Review Process

Why are my ads reviewed?
To bring our users high quality search results, we require that our ads adhere to certain Editorial Guidelines. Although you are responsible for the content of your ad, our Quality Review team may suggest changes that will improve the relevancy of your results. The Quality Review team may also change the wording of your Title and Site Description.

How long does the review process take?
Keyword-targeted ads should appear within a few hours in Sponsored Results. All ads are reviewed periodically to ensure adherence to our Editorial Guidelines.

What if my ad is rejected?
If your ad is rejected, we recommend that you modify the content of the site that you originally submitted so that it conforms to our Editorial Guidelines and then resubmit your ad.

Why is my title and/or description different from what I originally submitted?
Our Quality Review team will make every effort to use your submitted Title and Description whenever possible. However, in order to maintain the high quality of our ads for our partner network, we will not accept suggestions for changes that do not meet our Editorial Guidelines. To ensure that the suggested changes to your ad Title and Description are accepted, please review the Editorial Guidelines carefully. Common problems include:

  • Extreme punctuation (e.g. Best Site Ever!!!!) will not be accepted. Avoid exclamation marks.
  • Do not capitalize entire words or phrases.
  • Avoid superlatives such as "Best", "Greatest", etc.
  • Always use proper spelling and grammar.

When will my ad be live?
Keyword-targeted ads should appear within a few hours in the Sponsored Results

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8.6 Ad Status

What does it mean if my ad is OFF?
When your ad is OFF it has stopped ranking and receiving clicks as a "Sponsored Result" throughout our Advertising Network.

What does it mean if my ad is ON?
When your ad is ON your ad is ranking and receiving clicks as a "Sponsored Result" throughout our Advertising Network.

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8.7 Passwords

How do I change my password?
To change your password, log in to the AdCenter and access the Edit User Profile page. If you do not remember your password, visit the Forgot your Password page and we will email you a temporary password.

How do I recover my password?
If you do not remember your password, visit the Forgot your Password page and we will email you a temporary password.

I cannot login to my account. What should I do?
If you are having problems logging in, please read our tips below to find answers to common login questions:

  • Your AdCenter login is the email address you used during your initial purchase or registration. Please use this email address when logging in to your account. Once logged in, you can change this login email address at any time.
  • To ensure accuracy, we recommend that you type in your password instead of copying and pasting it from a different application. Copying can pick up unseen characters from other programs, which can interfere with your password.
  • Passwords are case-sensitive, so be sure the Caps Lock key on your keyboard is not on (most keyboards will show a light above "Caps" at the right-hand side of the keyboard if Caps Lock is on).
  • Your email address must be in the standard email format; for example, "your_name@your_host.com". Please verify that your email address is in the correct format.
  • Passwords must be at least four characters in length and should contain at least one number and one capital letter.
  • If you continue to have problems, please call 877-512-LOOK (5665) and one of our Advertising Professionals will help.

I forgot my password and have a new email address. Can I still log in to the AdCenter?
If you do not remember your password and/or have a new email address, please call 877-512-LOOK (5665) and one of our Advertising Professionals will help.

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8.8 Reporting Glossary

Main Reports Glossary
Main Reports gives you a high-level view of your current daily spending costs across any accounts you are linked to.

  • Account - the advertiser account for which clicks and cost are reported. Main Reports will display costs for each account separately if your user login is linked to several accounts.
  • Today's Clicks - the total number of billable clicks accumulated for the current calendar day.
  • Today's Cost - the total dollar amount spent on billable clicks for the current calendar day.
  • Remaining Account Balance - for credit card accounts, the total unspent balance remaining for the given account.

Custom Reports Glossary
Custom Reports allow you to view detailed performance data for each of your keywords, campaigns, and accounts.

  • Report Type - see What types of Reports are available?
  • Report Level - report will be summed up by keyword, account, or campaign depending on this value
  • Date - reported clicks and costs apply only to this date
  • Account - reported clicks and costs apply only to this account
  • Campaign - reported clicks and costs apply only to this campaign
  • Keyword - reported clicks and costs apply only to this keyword
  • Match - displays Search if ads were matched keyword search results
  • Max CPC - the current Max CPC price set for this target; field is empty if Max CPC bid is inherited from the Campaign Max CPC bid
  • Avg. CPC - this is calculated by the formula Cost / Billable Clicks
  • Clicks - the total number of valid clicks received within your budget for this keyword, campaign, or account (depending on the value of Report Type)
  • Cost - the total amount of budget spent for the recorded valid clicks
  • Impressions - the total number of times your ad was made available to our distribution network
  • CTR - this is the click through rate, calculated as clicks/impressions
  • Conversions - the total number of conversion events that match back to a click for this keyword, campaign or account
  • Percent Conversion Rate - this is the percentage of clicks that converted calculated as conversions/clicks
  • CPA - this is the cost per action calculated as conversions/cost

Billing History Glossary
The Billing History page displays a record of all credit card charges (if any), credits, and adjustments. No records are shown for advertisers billed by invoice.

  • Order Date - the date that the order was processed
  • Order ID - an internal ID used to track the order; clicking this ID will display the order details for the transaction
  • Description - a short description of the transaction
  • Amount - the total dollar amount applied to the account balance as a result of the transaction; a negative amount implies a credit or refund to the credit card holder

Activity History Glossary
The Activity History page shows a list of changes made to the account, including credits or debits from the account balance.

  • When - the date that the account change was made
  • Who - the user ID of the individual that made the account change; will display adcenter@looksmart.net if an automated system process made the change
  • Item - the type of record that was modified in the transaction (e.g. Campaign, Account)
  • Identifier - the identifier of the record that was modified
  • Action - the action taken on the record

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8.9 File Encoding

The AdCenter allows users to upload and download files in two formats. You may use either US Windows Excel or UTF-8. To change your preference go to the Edit Profile Page and select your desired encoding from the File Encoding drop-down.

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9.) Editorial Guidelines

Standard ad text field lengths:

  • Titles may contain up to 25 characters.
  • Descriptions may contain up to 70 characters.
  • Display URLs may contain up to 35 characters.
  • Destination URLs may contain up to 1000 characters.

Expanded ad text field lengths (not compatible with all sites):

  • Titles may contain up to 65 characters.
  • Descriptions may contain up to 190 characters.
  • Display URLs may contain up to 1000 characters.
  • Destination URLs may contain up to 1000 characters.

Titles, Descriptions & Display URLs Guidelines:

  • Titles and Descriptions must accurately represent the content of each product or service to which they link. It must be apparent that the product or level of service implied by the ad is offered.
  • Titles, Descriptions and URLs must contain relevant keywords and/or ideas related to the keyword or keyword phrase of your ad.
  • Descriptions must have four or fewer sentences and use proper spelling, capitalization and punctuation.
  • Words in all caps are not permitted unless they are used as initials, as an acronym (Ex. "VCR," "NATO," or "YMCA") or they are trademarked in that style.
  • Keyboard characters, punctuation or symbols should not be used in the place of words (Ex. "Earn $$" instead of "Earn Money") or repeated excessively to indicate emphasis (Ex. "**Lowest** Prices Guaranteed!").
  • An ad may contain only one exclamation point.
  • Titles and Descriptions should not use universal call-to-action phrases (Ex. "Click Here!") Call-to-actions phrases should be specific to your particular product or service (Ex. "Start Your Subscription Today!").
  • Titles and Descriptions should not contain superlatives (Ex. "Lowest," "Best" or "Greatest"), unless verified by a third party (Ex. "Voted Best by Motor Trend!").
  • Titles, Descriptions and URLs may contain your domain name or company name.

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Destination URLs Guidelines:

  • URLs that automatically redirect won't be accepted.
  • URLs cannot contain white spaces. Spaces should be replaced with '+' or '%20.'
  • URLs with anchor tags are not permitted.
  • URLs must begin with either "http://" or "https://" protocols.

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Keywords Guidelines:

  • Search engines, directories, encyclopedias and similar reference or portal sites covering a wide range of content may not bid on keywords that relate to content found only by searching or browsing deep within the site.
  • General terms can be used only for pages that cover a topic with a wide range of products, services or offers.
  • Adult terms are acceptable but must be reviewed as Adult Content by checking "This Ad Contains Adult Content" in the ad creation process
  • Geographic keywords or keyword phrases should include a product or service in addition to the geographic location (Ex. "Tractors in Austin, TX"). Geographic keywords may not be purchased for pages that serve a national US audience or for pages that serve all individuals through online fulfillment, regardless of geographic location. However, national sites that include geographic specific pages may use geographic keywords.
  • English-language sites that target audiences outside the US may bid only on keywords and keyword phrases that include geographic modifiers explaining the targeted marketing (Ex. "Freight Forwarders in Germany" or "Electric motors in Italy").
  • Foreign-language keywords or keyword phrases may be purchased as long as the linking site is in English and the terms are relevant to that site.

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Adult Content Guidelines:

  • Unacceptable Adult Content has been defined as: child pornography; violent or forced sexual acts such as rape; obscene or otherwise inappropriate content; content that violates any law or regulation in any local, state, federal or foreign jurisdiction or content that was produced or developed that violates and law or regulation in any local, state, federal or foreign jurisdiction.
  • Sites that contain Unacceptable Adult Content will not be allowed to place ads in distribution.
  • Sites that sell materials containing or portraying Unacceptable Adult Content will not be allowed to place ads in distribution.
  • Sites that link to Unacceptable Adult Content (regardless if the initial site contains Unacceptable Adult Content or not) will not be allowed to place ads in distribution.
  • All sites containing Acceptable Adult Content must contain a disclaimer on the front page of the site indicating that all models are 19 or older.

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Defamatory or Offensive Material Guidelines:

  • Defamatory or Offensive Material is: to advocate harm or violence against a person or group; the use of epithets and derogatory terms against an individual or group; using hate speech or advocating hate crimes.
  • Sites that contain Defamatory or Offensive Material will not be allowed to place ads in distribution.
  • Sites that link to Defamatory or Offensive Material (regardless if the initial site contains Defamatory or Offensive Material or not) will not be allowed to place ads in distribution.
  • Sites that advocate political action related to a group or individual but do not advocate harm or violence towards the person or group are ACCEPTABLE.
  • Sites that report on hate crimes or the use of hate speech, use it in a historical context, or use it in the context of an established artist's work are ACCEPTABLE.

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Violent Content Guidelines:

  • Violent Content is: use of images or words to portray violence to harm people or animals are prohibited, except in limited circumstances.
  • Sites that contain Violent Content will not be allowed to place ads in distribution.
  • Sites that link to Violent Content (regardless if the initial site contains Violent Content or not) will not be allowed to place ads in distribution.
  • Violent Content in the context of historical events, current news, political advocacy, medical or clinical subjects or established artwork is ACCEPTABLE.
  • Sites that depict Violent Content or describe the use of animal products in established trades and hobbies, such as leather working or taxidermy are ACCEPTABLE.

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Illegal Activities Guidelines:

  • Illegal Activities is: instruction or advice about engaging in activities that are illegal; content about evading law enforcement; content that infringe on or violate the rights of others, or which distribute products that are illegal for purchase.
  • Sites that contain Illegal Activities content will not be allowed to place ads in distribution.
  • Sites that link to Illegal Activities (regardless if the initial site contains Illegal Activities or not) will not be allowed to place ads in distribution.
  • Sites that discuss Illegal Activities but do not distribute these types of products are ACCEPTABLE.
  • Sites that distribute products with age-of-sale restrictions, such as tobacco and alcohol, as well as sites that advocate the use of these types of products are ACCEPTABLE.

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Illegal Drugs Guidelines:

  • Illegal Drugs is: content that enables user to purchase Illegal Drugs or provide instructions on how to purchase, obtain, grow or manufacture Illegal Drugs; to distribute or sell drug paraphernalia.
  • Sites that contain Illegal Drugs will not be allowed to place ads in distribution.
  • Sites that link to Illegal Drugs (regardless if the initial site contains Illegal Drugs or not) will not be allowed to place ads in distribution.
  • Educational or advocacy sites about Illegal Drug topics are ACCEPTABLE.

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Sports and Gambling Guidelines:

Acceptable:
Sites promoting brick and mortar casinos and casino resorts are acceptable as long as the site does not display links to online gambling. Sites that provide information about gambling, such as information about the history of gambling, instruction and strategy for gambling and sports handicapping services are acceptable as long as they do not offer online gambling. Sites that offer free games, such as black jack and poker, are also acceptable.

LookSmart has the ultimate discretion to make decisions about whether any proposed advertisement meets LookSmart's guidelines. The Company, in its discretion, can refuse advertisement for any reason or no reason.

Not Acceptable
We do not accept sites that offer online gambling. Unacceptable sites include, for example, online casinos, sportsbooks, and online bingo and poker games. We do not accept sites that promote illegal sporting events.

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Medication or Medical Guidelines:

  • Sites that offer medications or medical products that are illegal to purchase will not be allowed to place ads in distribution.
  • Sites that discuss the health uses, benefits and side effects of any prescription drugs are ACCEPTABLE.

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Pharmaceutical Guidelines:

  • In the interest of consumer safety, we require that all online pharmacy advertisers be certified by one of the following pharmacy certification programs:In order to demonstrate certification, the advertiser must qualify with one of the above programs and display a valid pharmacy certification seal on the advertiser's site. Unless the advertiser has received certification of its site from one of these programs and displays the associated valid seal on its site, we will be unable to accept advertisements from that advertiser.

    We reserve the right to confirm the advertiser's ongoing compliance with this policy at any time. If the advertiser's certification under one of these programs expires or is otherwise terminated, the advertiser must immediately inform us.

  • Advertising from pharmaceutical affiliates will not be placed in distribution.

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10.) Performance Tips

Optimizing your campaign
Even if you're satisfied with your account's performance, it's a good idea to fine-tune. Here's guidance from LookSmart's experts to get you started.

As always, contact LookSmart Client Relations team for a free optimization. Email or call us at 877-512-LOOK (5665). Our optimization team will respond within one business day with customized tips.

  1. Review your ads' titles and descriptions: Your title and description serve as an introduction to potential customers. The more relevant your ad, the more likely a click will convert. Because first impressions are so important, we've outlined a few tips.
    • Use the standard, shorter text lengths. The system will by default let you enter very long Titles and Descriptions for your ads, but these long-format ads will not be accepted by all publishers. Instead, use the shorter text lengths specified in our Editorial Guidelines section.
    • Be informative. Clicks are more likely to convert if you include specific information about your business and highlight compelling details (e.g. free shipping and sale items).
    • Use standard grammar and punctuation to ensure that your ad is readable and easy to understand.
    • We've found that including your keyword in the ad description increases click-throughs.
    • Use call to action phrases like "Browse the selection of power drills" or "Check rates and availability of our training days."
    • Update your copy to let customers know about holiday promotions and hot, new products or services.
  2. Run the right ads with the right targeting: These are the words that trigger your ads on the LookSmart network. They are links to potential customers, so make them as clear and relevant to your business as possible.
    • Based on your marketing goals and the nature of the ad, select the best targeting options.
    • To capture more traffic and query variations, use ;Broad matching. Broad matching is our most comprehensive targeting option, matching for all queries that contain your chosen keywords.
    • Use Smart Match for ads that require more specific targeting, matching for your keyword exactly and slight variations.
    • Be specific. For example, the marketer for the Management Training courses should bid on "management training" and "management courses" instead of general terms like "training" and "courses."
    • Users often look for businesses by location, so it can pay to add keyword phrases referring to specific cities, towns, states and even countries.
    • Buy keywords that mix seasonal messaging with your brand to capitalize on how people search ("holiday lawn decorations" and "Christmas sweaters").
    • We've found that keyword phrases of one to four words work best.
  3. Adjust your daily budget and Max CPC: Consider how much you want to spend, the positioning you'd like to achieve and how much a lead is worth to you. By setting your campaign's maximum bid and daily budget, you limit the amount you spend per day.
    • Your Max CPC is the maximum you are willing to pay on a click to your ad. In LookSmart's auction-based system, if you aren't getting the placement you want, adjust your Max CPCs.
    • The campaign daily budget allows you to control how much you spend on a campaign per day. We'll never charge more than this. If you aren't getting distribution throughout the day, raise your campaign daily budget(s).

Optimization is not an exact science. You may need to try several of the above tips to find out what works best for you. Contact us for assistance or call 877-512-LOOK (5665).

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11.) Terms & Conditions

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12.) Contact Us

Where can I get help?
You can always email us or call 877-512-LOOK (5665) for answers to questions or for help in optimizing your campaigns.

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13.) Bulk Upload Tools

13.1 Create Ad Groups, Ads, & Keywords Process

This spreadsheet allows you to fill-in the following values to create new ad groups, ads, and keywords in your account.
To edit existing ad groups, ads, and keywords, use the "Edit Ad Groups", "Edit Ads", or "Edit Keywords" process.

NOTE: Please read "Important tips" for additional information about how to successfully complete the Create Ad Groups, Ads, & Keywords process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Campaign ID* — Must be an existing Campaign
Ad Group Name* — Must be unique to the campaign and not exceed 190 characters
Ad Group Max CPC — If left blank, will default to the campaign Max CPC
Adult — Valid values are: Yes, No, True, False
Ad Group Status — Valid values are: Adult, Approved, Banned, Deleted, Gambling, Off, On, Pharmacy, Questionable, Rejected
Ad Display URL* — Should not begin with http:// or https:// and not exceed 35 characters
Ad Destination URL* — Must begin with http:// or https:// and not exceed 1000 characters
Ad Title* — Should not exceed 25 characters
Ad Description* — Should not exceed 70 characters
Ad Status — Valid values are: Off, On
Keyword* — A keyword may only be used once per Ad Group
Keyword Max CPC — If left blank, will default to the ad group or campaign Max CPC
Keyword Match* — Valid values are: Broad, Negative Broad, Negative Smart, Smart
KW Destination URL — Must begin with http:// or https:// and not exceed 1000 characters
Keyword Status — Valid values are: Off, On

* Required Column — cannot be left blank.

Example CSV File


Campaign ID Campaign Name Ad Group Name Ad Group Max CPC Adult Ad Group Status Ad Title Ad Description Ad Display URL Ad Destination URL Ad Status Keyword Keyword Max CPC Keyword Match KW Destination URL Keyword Status
999 Valid Campaign Name Valid Ad Group Name 9.99 On
999 Valid Campaign Name Valid Ad Group Name Valid Title Valid Description www.validdomain.com http://www.validdomain.com On
999 Valid Campaign Name Valid Ad Group Name Valid Keyword 9.99 Broad http://www.validdomain.com On

Important tips:

  1. Make sure that you’ve created a campaign for each of the ad groups you want to upload. You will need to enter the Campaign ID in every row of your spreadsheet. You may upload ad groups for multiple campaigns in a single spreadsheet. You can obtain Campaign ID information using the Bulk Uploads tools located on the Manage Campaigns page.
  2. For every ad group you want to create, use a new and unique Ad Group Name. You may also add new ad variations and keywords to existing ad groups.
  3. For every ad variant or keyword you want to upload, use a separate row in your spreadsheet. Make sure that you include the Campaign ID and Ad Group Name for every row, and make sure to use separate rows for ad variations and keywords.
  4. For every row that contains an Ad Variation, be sure to include the Ad Title, Ad Description, Ad Display URL, Ad Destination URL and Ad Status.
  5. For every row that contains a Keyword, be sure to include the Keyword, the Keyword Max CPC, the Keyword Match (type), the KW Destination URL and Keyword Status.
  6. If you are constructing your spreadsheet by hand, create all of your new ad groups in the first rows of your spreadsheet, then create all of your ad variations in the subsequent rows, and all of the keywords in the final rows of your file. This separation will help you better track which ad groups you are working on and help you avoid mistakenly adding keywords or ad variations to the wrong ad groups.
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13.2 Create Ad Groups Process

This spreadsheet allows you to fill-in the following values to create new ad groups in your account.
To edit existing ad groups, use the Edit Ad Groups process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Name* — Must be unique to the campaign and not exceed 190 characters
Max CPC — If left blank, will default to the campaign Max CPC
Ad Group Status — Valid values are: Adult, Approved, Banned, Deleted, Gambling, Off, On, Pharmacy, Questionable, Rejected
Adult — Valid values are: Yes, No, True, False
Campaign ID* — Must be an existing Campaign

* Required Column — cannot be left blank.

Example CSV File


Name Max CPC Adult Ad Group Status Campaign Name Campaign ID
Valid Ad Group Name 9.99 No On Valid Campaign Name 999

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13.3 Edit Ad Groups Process

This spreadsheet allows you to edit the following values associated with existing ad groups in your account.
To add new ad groups, use the Create Ad Groups process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Name — Must be unique to the campaign and not exceed 190 characters
Max CPC — If left blank, will default to the campaign Max CPC
Ad Group Status — Valid values are: Adult, Approved, Banned, Deleted, Gambling, Off, On, Pharmacy, Questionable, Rejected
Adult — Valid values are: Yes, No, True, False
Revision ID* — For internal use only, please do not change the downloaded value and always download the template each time to ensure this value is current

* Required Column — cannot be left blank. The following column is also required even though it is not updateable: Ad Group ID

Example CSV File


Ad Group ID Name Max CPC Adult Ad Group Status Campaign Name Campaign ID Revision ID
999 Valid Ad Group Name 9.99 No On Valid Campaign Name 999 1

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13.4 Create Ad Variations Process

This spreadsheet allows you to fill-in the following values to create new ads in your account.
To edit existing ads, use the Edit Ad Variations process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Display URL* — Should not begin with http:// or https:// and not exceed 35 characters
Destination URL* — Must begin with http:// or https:// and not exceed 1000 characters
Title* — Should not exceed 25 characters
Description* — Should not exceed 70 characters
Ad Group ID* — Must be an existing Ad Group

* Required Column — cannot be left blank.

Example CSV File


Title Description Display URL Destination URL Ad Group Name Ad Group ID
Valid Title Valid Description www.validdomain.com http://www.validdomain.com Valid Ad Group Name 999

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13.5 Edit Ad Variations Process

This spreadsheet allows you to edit the following values associated with existing ads in your account.
To add new ads, use the Create Ad Variations process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Display URL — Should not begin with http:// or https:// and not exceed 35 characters
Destination URL — Must begin with http:// or https:// and not exceed 1000 characters
Title — Should not exceed 25 characters
Description — Should not exceed 70 characters
Ad Status — Valid values are: Off, On
Revision ID* — For internal use only, please do not change the downloaded value and always download the template each time to ensure this value is current

* Required Column — cannot be left blank. The following column is also required even though it is not updateable: Ad ID

Example CSV File


Ad ID Title Description Display URL Destination URL Ad Status Ad Group Name Ad Group ID Revision ID
999 Valid Title Valid Description www.validdomain.com http://www.validdomain.com On Valid Ad Group Name 999 1

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13.6 Add Keywords Process

This spreadsheet allows you to fill-in the following values to create new keywords in your account.
To edit existing keywords, use the Edit Keywords process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Keyword* — A keyword may only be used once per Ad Group
Keyword Status — Valid values are: Off, On
Max CPC — If left blank, will default to the ad group or campaign Max CPC
Match* — Valid values are: Broad, Negative Broad, Negative Smart, Smart
Destination URL — Must begin with http:// or https:// and not exceed 1000 characters
Ad Group ID* — Must be an existing Ad Group

* Required Column — cannot be left blank.

Example CSV File


Keyword Max CPC Match Destination URL Keyword Status Ad Group Name Ad Group ID
Valid Keyword 9.99 Broad http://www.validdomain.com On Valid Ad Group Name 999

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13.7 Edit Keywords Process

This spreadsheet allows you to edit the following values associated with existing keywords in your account.
To add new keywords, use the Add Keywords process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Keyword Status — Valid values are: Off, On
Max CPC — If left blank, will default to the ad group or campaign Max CPC
Match — Valid values are: Broad, Negative Broad, Negative Smart, Smart
Destination URL — Must begin with http:// or https:// and not exceed 1000 characters
Revision ID* — For internal use only, please do not change the downloaded value and always download the template each time to ensure this value is current

* Required Column — cannot be left blank. The following column is also required even though it is not updateable: Keyword ID

Example CSV File


Keyword ID Keyword Max CPC Match Destination URL Keyword Status Ad Group Name Ad Group ID Revision ID
999 Valid Keyword 9.99 Broad http://www.validdomain.com On Valid Ad Group Name 999 1

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13.8 Move Ad Groups Process

This spreadsheet allows you to move an existing ad group and its associated ads and keywords to another existing campaign.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
New Campaign ID* — Must be an existing Campaign

* Required Column — cannot be left blank. The following column is also required even though it is not updateable: Ad Group ID

Example CSV File


Ad Group ID Name Campaign Name Campaign ID New Campaign ID
999 Valid Ad Group Name Valid Campaign Name 999 111

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13.9 Import Google CSV Process

This spreadsheet allows you to use values exported from your Google AdWords campaigns to create new ad groups, ads, and keywords in your LookSmart account.   To edit existing ad groups, ads, and keywords, use the "Edit Ad Groups", "Edit Ads", or "Edit Keywords" process.

NOTE: Please read "Important tips" and "How to export the correct CSV file from Google" for additional information about how to successfully complete the Import Google CSV process.

Updateable Columns

The values of the following columns are the only ones which will be used when the file is uploaded; changes to the values in any other column will be ignored:
Ad Group* (Ad Group Name) — Must be unique to the campaign and not exceed 190 characters
Max CPC (Ad Group Max CPC/Keyword Max CPC) — If left blank, will default to the campaign Max CPC
Keyword* (Keyword) — A keyword may only be used once per Ad Group
Keyword Type* (Keyword Match) — Valid values are: Broad, Negative Broad, Negative Smart, Smart
Headline* (Ad Title) — Should not exceed 25 characters
Description Line 1* (Ad Description) — Should not exceed 70 characters
Display URL* (Ad Display URL) — Should not begin with http:// or https:// and not exceed 35 characters
Destination URL* (Ad Destination URL/KW Destination URL**) — Must begin with http:// or https:// and not exceed 1000 characters
Adgroup Status (Ad Group Status) — Valid values are: Adult, Approved, Banned, Deleted, Gambling, Off, On, Pharmacy, Questionable, Rejected
Creative Status (Ad Status) — Valid values are: Off, On
Keyword Status (Keyword Status) — Valid values are: Off, On

* Required Column — cannot be left blank. The following column is also required even though it is not updateable: Campaign
(AdCenter Column) — what the Google column is called in the LookSmart AdCenter
** — optional value
Additional Keyword Type Value — a value of Campaign Negative Keyword will create a Campaign Negative Broad Keyword for the Campaign if the Keyword column is not blank and the Ad Group column is blank.

Example CSV File


Campaign Campaign Daily Budget Languages Geo Targeting Ad Group Max CPC Max Content CPC Placement Max CPC Max CPM Max CPA Keyword Keyword Type First Page CPC Quality Score Headline Description Line 1 Description Line 2 Display URL Destination URL Campaign Status AdGroup Status Creative Status Keyword Status Suggested Changes Comment
Valid Campaign Name 100 en 506 Active
Valid Campaign Name Valid Ad Group Name 9 0 Active Active
Valid Campaign Name Valid Ad Group Name Valid Title Valid Description Line 1 Valid Description Line 2 www.validdomain.com http://www.validdomain.com Active Active Active
Valid Campaign Name Valid Ad Group Name Valid Title #2 Valid Description Line 1 Valid Description Line 2 www.validdomain.com http://www.validdomain.com Active Active Active
Valid Campaign Name Valid Negative Keyword Campaign Negative Broad
Valid Campaign Name Valid Ad Group Name 7 Valid Keyword Phrase 5 2 Active Active Active
Valid Campaign Name Valid Ad Group Name Valid Keyword #2 Broad 5 2 http://www.validdomain.com Active Active Active
Valid Campaign Name Valid Ad Group Name Valid Keyword #3 Exact 5 2 Active Active Active
Valid Campaign Name Valid Ad Group Name Valid Keyword #4 Negative Broad Active Active Active

How to export the correct CSV file from Google:

  1. You must use the Google Ad Words Editor to create the export file. Creating a CSV file from the Reports section on their web based application will result in the wrong file and may not import correctly.
  2. To export an individual campaign:
    1. Select the campaign you wish to export from the list
    2. From the "File" menu select "Export Spreadsheet (CSV)"
    3. From the "Export Spreadsheet (CSV)" submenu select "Export Current Campaign"
  3. To export all of the campaigns in you Google account (not recommended for large accounts):
    1. From the "File" menu select "Export Spreadsheet (CSV)"
    2. From the "Export Spreadsheet (CSV)" submenu select "Export Whole Account"
  4. Open your exported file in Microsoft Excel and be sure to save as type "CSV (Comma delimited)(*.csv)" to make sure that it is in comma separated format and not tab delimited. Otherwise, you will get a "Missing Columns" error when you upload it.

Important tips:

  1. Make sure that you’ve created a campaign, whose name matches that listed in the Campaign column, for each of the ad groups you want to upload. You may upload ad groups for multiple campaigns in a single spreadsheet.
  2. A value of "Campaign Negative Broad" in the Keyword Type column will create a Campaign Negative Broad Keyword for this campaign if the Keyword column is not blank and the Ad Group column is blank.
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