Create negative keywords

Negative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment. When you add terms as negative keywords, your ad won't show to people searching for those terms. For example, the negative keyword cruise tells the engine to not show your ads for any search containing the term cruise.

You can add negative keywords at the campaign level or the ad group level. Negative keywords at the campaign level apply to all ads in the campaign, while negative keywords at the ad group level prevent specific ad groups from showing ads for specific queries.

(Bing Ads only) If you have added negative keywords directly on Bing Ads, be sure to sync the change before adding more negative keywords in DS. If you don't sync first, the existing negative keywords in Bing Ads will be removed.

Create negative keywords for an entire campaign

  1. Navigate to a campaign.

    Steps for navigating to a campaign
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    DoubleClick Search displays the campaign page.

  2. Click the Negative keywords tab.

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

  4. In the text box that appears, enter one negative keyword per line.
    Use the negative-keyword format supported by the specific engine account that contains the campaign.

  5. Click Save.

Create negative keywords for a specific ad group

  1. Navigate to an ad group.

    Steps for navigating to an ad group
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click the advertiser that contains the engine account.

    5. In the Account list, click the engine account that contains the campaign.

    6. In the Campaign list, click the campaign that contains the ad group.

    7. In the Ad group list, click the ad group.

    8. Click Apply or press the Enter key.

    DoubleClick Search displays the ad group page.

  2. Click the Negative keywords tab.

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

  4. In the text box that appears, enter one negative keyword per line. |
    Use the negative-keyword format supported by the specific engine account that contains the ad group.

  5. Click Save.

Formats for negative keywords

AdWords

Keyword, match type (broad, exact, phrase)

For example:
red shoes, phrase
sneakers, exact

Bing Ads

Bing Ads 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]

Baidu

In Baidu, negative keywords can have a maximum length of 20 Chinese characters or 40 English characters, and can specify the broad or exact match type. Use the following format to define negative keywords:
Keyword, match type (broad, exact)

For example:
red shoes, broad
sneakers, exact

Maximum number of negative keywords

Baidu allows a maximum of 200 negative keywords per match match type at each level.

For example, at the campaign level, you can create up to:

  • 200 negative keywods with the broad match type
  • 200 negative keywords with the exact match type

Then if you also need to define negative keywords that apply only to specific ad groups, in each ad group you can create up to:

  • 200 negative keywords with the broad match type.
  • 200 negative keywods with the exact match type