---
title: Keyword
framework: Apple Ads Platform API
role: symbol
role_heading: Object
platforms: [apple ads platform api 1.0+]
path: apple-ads-platform-api/keyword
---

# Keyword

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

## Declaration

```data
object Keyword
```

## Properties

adAccountId: The ad account this keyword belongs to. Informational. Read-only. campaignId: The campaign ID of the parent campaign for this keyword. Informational. Filterable (EQUALS). Read-only. adGroupId: The ad group this keyword belongs to. Filterable (EQUALS, IN). Immutable after creation. text: The original advertiser-given keyword text. Filterable (EQUALS, STARTS_WITH). Immutable after creation. matchType: Keyword match type. Values: EXACT, BROAD, PHRASE, CATEGORY. See KeywordMatchType. Filterable (EQUALS, IN). Immutable after creation. bid: Keyword bid amount override. Overrides the ad group default bid. On create, omit or pass null to default to the ad group’s bid strategy. On update, bid must be a valid Money object. null returns an error. Not used with Maximize Conversions bid strategy campaigns. See Money. Mutable. status: Whether the keyword is active and eligible to serve. See KeywordStatus. Filterable (EQUALS, IN). Mutable. id: The unique identifier for this keyword. Filterable (EQUALS, IN). Read-only. creationTime: Timestamp when the keyword was created. Read-only. modificationTime: Timestamp of the last modification to the keyword. Read-only. deleted: Indicates if the keyword has been deleted. Filterable (EQUALS). Read-only. displayStatus: The computed display status of the keyword, reflecting the combined state of the keyword, its ad group, and campaign. See KeywordDisplayStatus. Read-only.

## Discussion

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 for details on constructing queries. Example {   "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

- [Keyword.DisplayStatus](apple-ads-platform-api/keyword/displaystatus-data.typealias.md)
- [Keyword.MatchType](apple-ads-platform-api/keyword/matchtype-data.typealias.md)
- [Keyword.Status](apple-ads-platform-api/keyword/status-data.typealias.md)

## See Also

- [KeywordCreate](apple-ads-platform-api/keywordcreate.md)
- [KeywordUpdate](apple-ads-platform-api/keywordupdate.md)
- [KeywordResponse](apple-ads-platform-api/keywordresponse.md)
- [KeywordQueryResponse](apple-ads-platform-api/keywordqueryresponse.md)