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Add negative keywords to campaigns

By adding negative keywords to your Search and Display Network campaigns, you can avoid targeting sites that contain those terms.

This article shows you how to add negative keywords to your Search and Display campaigns. You can also learn more about how to edit, remove or download negative keywords.

Before you begin

If you’re new to negative keywords, learn more about negative keywords.

Bear in mind

Negative keywords aren't as precise on the Display Network as they are on the Search Network. Your ad may still occasionally appear on pages containing these terms. For Display ads, a maximum of 5,000 negative keywords is considered. Site category options and content exclusions are the best ways to avoid targeting unrelated sites or videos. 

For Display and Video campaigns, all negative keywords will be added as exact match, and you won't be able to change the match type.

Select the AdWords experience that you're using. Learn more

 

Add negative keywords to a Search campaign

  1. Sign in to your AdWords account.
  2. Go to your Keywords tab.
  3. Click the Negative keywords tab.
  4. Click + Keywords.
  5. You’ll see 'Select an ad group'. Choose a campaign and ad group that you want to add negative keywords to.
  6. Add your keywords, one per line, and use the appropriate symbols to control the match type. Make sure that your negative keywords don't overlap with your regular keywords, because this will cause your ad not to show.
  7. Click Save.

Add negative keywords to a Display campaign

  1. Sign in to your AdWords account.
  2. Go to your Display Network tab.
  3. Click + Targeting.
  4. You’ll see "Ad group targeting and exclusions" and "Campaign exclusions". Choose the ad group or campaign that you want to add negative keywords to.
  5. Click either the “Add ad group exclusions” or “Add campaign exclusions” drop-down menu and select “Display keywords”.
  6. Add your keywords (one per line). Make sure that your negative keywords don't overlap with your regular keywords, because this will cause your ad not to show.
  7. Click Save.

 

 

Tip

Try excluding sites or categories to limit the visibility of your Display ads.

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