---
metadata:
  - name: generator
    content: Diplodoc Platform v5.52.0
alternate:
  - https://yandex.com/dev/direct/doc/dg-v4/en/concepts/phrase.md
  - https://yandex.com/dev/direct/doc/dg-v4/ru/concepts/phrase.md
  - href: en/concepts/phrase.md
    type: text/markdown
    title: Markdown version
  - href: ../llms.txt
    type: text/markdown
    title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com/dev/direct/doc/dg-v4/en/llms.txt

# Phrase

The 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](https://yandex.ru/dev/direct/doc/dg-v4/reference/GetBanners.html), [GetBannerPhrases](https://yandex.ru/dev/direct/doc/dg-v4/reference/GetBannerPhrases.html) and[GetBannerPhrasesFilter](https://yandex.ru/dev/direct/doc/dg-v4/reference/GetBannerPhrasesFilter.html) methods.

Use the [CreateOrUpdateBanners](https://yandex.ru/dev/direct/doc/dg-v4/reference/CreateOrUpdateBanners.html) 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](https://yandex.com/dev/direct/doc/dg-v4/en/concepts/targeting.md)).

## Bids

You can make bids manually for keywords, or use automatic bid management strategies (see [Display Strategy](https://yandex.com/dev/direct/doc/dg-v4/en/concepts/strategy.md)).

## Statistics

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).

## Status

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.