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# Keyword

The targeting unit that connects a user’s search query to the ad group’s ads.

```
object Keyword
```

## Discussion

A `Keyword` is the targeting unit that connects a user’s App Store search query to an ad group’s ads. Each keyword belongs to a single ad group and inherits the ad group’s default bid unless you set a bid in the keyword’s `bid` field. The `text` and `matchType` fields are immutable after creation. To change them, delete the keyword and create a new one.

- The `BROAD` match type serves ads when a user’s search term contains the keyword or close variants, maximizing reach.
- The `EXACT` match type restricts delivery to searches that precisely match the keyword, giving tighter control over targeting and spend.
- The `PHRASE` match type allows flexibility while staying focused on the keyword’s intent.
- The `CATEGORY` match type targets based on the Maps business category associated with the keyword.

Pausing a keyword via `status` halts delivery without deleting the object, preserving historical performance data. A `deleted` keyword is soft-deleted and excluded from serving but remains queryable.

You can use fields marked **Filterable** in the dictionary keys as filter criteria in query endpoint requests. See [Calling the Apple Ads Platform API](/documentation/Apple-Ads-Platform-API/calling-apple-ads-platform-api) for details on constructing queries.

### Example

```json
{
  "adAccountId": 123456789,
  "campaignId": 987654321,
  "adGroupId": 555666777,
  "text": "awayfinder travel app",
  "matchType": "EXACT",
  "bid": {
    "amount": "2.50",
    "currency": "USD"
  },
  "status": "ENABLED",
  "id": 111222333,
  "creationTime": "2025-01-10T08:00:00.000",
  "modificationTime": "2025-01-12T09:30:00.000",
  "deleted": false,
  "displayStatus": "RUNNING"
}
```

## Topics

### Type Aliases

[`string Keyword.DisplayStatus`](/documentation/Apple-Ads-Platform-API/Keyword/DisplayStatus-data.typealias)

Rolled-up delivery state for a keyword, combining advertiser settings and parent entity status.

[`string Keyword.MatchType`](/documentation/Apple-Ads-Platform-API/Keyword/MatchType-data.typealias)

The matching behavior used to compare this keyword against user search queries.

[`string Keyword.Status`](/documentation/Apple-Ads-Platform-API/Keyword/Status-data.typealias)

Advertiser-configurable serving state for this keyword.

---

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