Ignored symbols: You can add periods (.) to your negative keywords, but these will be ignored. Here are some of the symbols that our system doesn't recognize: Similarly, “socks & shoes” is different than “socks and shoes”. Negative keywords with accent marks are considered two different negative keywords, like sidewalk cafe and sidewalk café. You can use three symbols, ampersands (&), accent marks (á), and asterisks (*) in your negative keywords. Your ad may still show if the search contains the keyword terms with additional words. Negative phrase match keyword: "running shoes" Searchįor negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. The search may also include additional characters to a word and the ad will show even when the rest of the keyword terms are included in the search in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order. Negative broad match keyword: running shoes Searchįor negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. Your ad may still show if the search contains only some of your keyword terms. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. This type is the default for your negative keywords. shoes, which we would also match to a broader category like footwear. This is different from how we would treat a positive keyword, e.g. However, we would not generalize beyond the concept of women’s pants to other kinds of women’s bottoms (i.e. 
Ads won’t show on a page even if the exact keywords or phrase are not on the page explicitly, but the topic of the content is strongly related to the excluded set of negative keywords.įor example, a set of negative keywords like "women’s pants" would block bidding on a page with content about women’s jeans, even if the exact phrase "women’s pants" did not appear on the page. The main difference is that you'll need to add synonyms, singular or plural versions, misspellings, and other close variations if you want to exclude them.įor Display campaigns, a set of negative keywords will be excluded as an exact topic. However, these negative match types work differently than their positive counterparts. Types of negative keywordsįor search campaigns, you can use broad match, phrase match, or exact match negative keywords. You can also avoid targeting unrelated sites or videos by implementing site category options and content exclusions. For Display and Video ads, a maximum of 5,000 negative keywords is considered. Depending on the other keywords or targeting methods in your ad group, some places where your ad appears may occasionally contain excluded terms. If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search.
For example, if you exclude the negative broad match keyword flowers, ads won’t be eligible to serve when a user searches red flowers, but can serve if a user searches for red flower. Negative keywords won’t match to close variants or other expansions. Before the upcoming changes, combining methods can limit campaign performance. Until your account is migrated, we recommend that you only use one content targeting method (topics, placements, OR Display/Video keywords) per ad group.
For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video keyword, your ads will show on content that matches either.
Your ads will target any of your selected content in your ad group. Exclusions will also be consolidated into a single report in the same page ("Content"). "Topics", "Placements", "Display/Video keywords" will be consolidated into a single "Content" page and report. For "Exclusions", click the drop-down arrow to the right of the term "Exclusions" to select exclusions for topics, placements or Display/Video keywords. "Topics", "Placements", "Display/Video keywords", and "Exclusions" for all types of content targeting are now categorized under the "Content" tab in the side navigation menu. To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you’ll see the following improvements in Google Ads:Īll types of content targeting can now be found under “Content” in the side navigation:
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