ThePhrase object defines the ad's target audience, sets a bid, and contains statistics for impressions.

A keyword has an ID (PhraseID), which is specified in the response to the GetBanners, GetBannerPhrases, and GetBannerPhrasesFilter methods.

Use the CreateOrUpdateBanners method to set up keywords. The following structure contains the minimal set of keyword parameters.

params = {
   "PhraseID": (long),
   "Phrase": (string),
   "Price": (float)

There are additional parameters provided for keywords, which are described below. A full list of parameters is given in the response to the GetBannerPhrases method.

Target audience

Keywords determine the target audience of an ad group (for more information, see Targeting).


You can make bids manually for keywords, or use automatic bid management strategies (see Display Strategy).


The Shows parameter specifies how many times the ads in an ad group are shown for a given keyword, and the Clicks parameter specifies how many click-throughs were made to the advertiser's website. Data is given for the past 28 days.

Similar statistics for the Yandex Advertising Network are contained in the ContextShows and ContextClicks parameters (Live 4).


The StatusPhraseModerate parameter specifies the moderation results for the keyword. The StatusPaused parameter (Live 4) specifies whether the keyword is in use or disabled.

Substitution variables

In the UserParams structure, you can set the values of the {param1} and {param2} substitution variables for using in links in the Href and Sitelinks banner parameters. These variables let you change the website link depending on the keyword that was used for selecting and displaying an ad. For more information about substitution variables, see Transferring ad data in URLs in the Help for Yandex.Direct.