microsoft-ads-mcp

add_keywords

Assign keyword texts to an ad group with configurable match type, bid, and tracking options.

Instructions

Add keywords (Active) to an ad group.

Tool call template

Replace each placeholder with a value matching the input schema. Only required parameters are included; add optional parameters as needed.

{
  "id": 1,
  "jsonrpc": "2.0",
  "method": "tools/call",
  "params": {
    "arguments": {
      "ad_group_id": "<ad_group_id>",
      "keywords": "<keywords>"
    },
    "name": "add_keywords"
  }
}

Input Schema

Name	Required	Description	Default
`keywords`	Yes	Keyword texts to add.
`match_type`	No	"Broad", "Phrase", or "Exact" (default "Broad").	Broad
`ad_group_id`	Yes	The ad group id.
`default_bid`	No	Default CPC bid in account currency (default 1.0).
`final_url_suffix`	No	Optional Final URL suffix (applies to every keyword in this batch).
`tracking_url_template`	No	Optional keyword-level tracking template (applies to every keyword in this batch; overrides ad-group/campaign templates).
`url_custom_parameters`	No	Optional {key: value} URL custom parameters, referenced in templates/suffixes as {_key} (applies to every keyword in this batch).

Output Schema

Name	Required	Description	Default
`ok`	Yes
`ids`	No
`message`	Yes
`partial_errors`	No

Schema Changelog

Changes observed during successful MCP inspections.

First observedv0.4.0Jul 29, 2026

TDQS

B3.2/5.0

Behavior2/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

The description discloses the action (add) but provides no additional behavioral traits beyond the annotation's readOnlyHint=false. It does not mention whether duplicates are handled, the impact on existing keywords, or any rate limits.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is a single, front-loaded sentence with no unnecessary words. It efficiently conveys the core action and scope.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness2/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Despite having an output schema, the description is too brief. Given the tool's complexity (7 parameters), it lacks guidance on when to use it, prerequisites, and limitations, leaving an agent underinformed.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 100%, so each parameter is already described in the schema. The tool description adds no extra meaning beyond what the schema provides, earning the baseline score of 3.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description clearly states the action 'Add keywords' and the resource 'ad group', along with the status '(Active)'. This distinguishes it from sibling tools like 'update_keyword' or 'add_negative_keywords'.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines2/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

No explicit guidance on when to use this tool vs alternatives. It does not mention prerequisites like the ad group must exist or be active, nor does it compare with 'update_keyword' or 'add_negative_keywords'.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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