Create negative keywords

You can prevent entire campaigns or specific ad groups from showing on a certain query by applying negative keywords to them. For example, the negative keyword cruise tells the Google system to not show your ad for any search containing the term cruise.

By filtering out unwanted impressions on the negative keywords, you can reach the most appropriate prospects, reduce your cost per click (CPC), and increase your return on investment (ROI). In this manner, you can generate more highly targeted impressions for content sites on the Google Network.

(Bing Ads only) If you have added negative keywords directly on Bing Ads, please run a sync on this account before adding negative keywords in DoubleClick Search. If you don't run the sync first, the existing negative keywords on Bing Ads will be deleted.

Create negative keywords for an entire campaign

  1. Navigate to a campaign.
  2. Click the Negative keywords tab.

  3. Click + New negative keyword, which appears below the Campaign level heading.

  4. In the text box that appears, enter one negative keyword per line. Use one of the following formats depending on the engine account:
    • AdWords: Keyword, match type (broad, exact, phrase)

      For example:
      red shoes, phrase
      sneakers, exact

    • Bing Ads: Bing Ads only supports negative keywords with the exact or phrase match type, specified in the following formats:
      Keyword (specifies a phrase match. Note that this format does not use quotation marks to specify a phrase match.)
      [Keyword] (specifies an exact match)

      For example:
      red shoes
      [sneakers]

  5. Click Save.

Create negative keywords for a specific ad group

  1. Navigate to an ad group.
  2. Click the Negative keywords tab.

  3. Click + New negative keyword, which appears below the Ad group level heading.

  4. In the text box that appears, enter one negative keyword per line. Use one of the following formats depending on the engine account:
    • AdWords: Keyword, match type (broad, exact, phrase)

      For example:
      red shoes, phrase
      sneakers, exact

    • Bing Ads: Bing Ads only supports negative keywords with the exact or phrase match type, specified in the following formats:
      Keyword (specifies a phrase match. Note that this format does not use quotation marks to specify a phrase match.)
      [Keyword] (specifies an exact match)

      For example:
      red shoes
      [sneakers]

  5. Click Save.