About negative keyword themes in Smart campaigns

Use negative keyword themes to be sure your ads don’t show on searches that aren’t relevant to your business. This article explains how negative keyword themes work and provides tips for choosing negative keyword themes for your Smart campaigns.

How it works

One key to a successful campaign is choosing when to show your ads in Search, and when not to.

When adding negative keyword themes, look for search terms that are similar to your keyword themes, but might cater to customers searching for a different product. For example, if you're an optometrist who sells eyeglasses, you may want to add negative keyword themes for “wine glasses” and "drinking glasses."

Keep in mind

  • Choose your negative keyword themes carefully. If you have too many negative keyword themes, your ads might reach fewer customers.
  • Negative keyword themes don’t match to close variants, so your ads might still show on searches that contain close variations of your negative keyword themes.

To add or remove negative keyword themes

  1. Find the campaign to edit.
  2. On the “Keyword themes & search terms report” card, click Edit.
  3. Click the Negative keyword themes tab.
  4. Click Edit to add or remove negative keyword themes.
  5. Click Save.

You can also add negative keyword themes from the search terms report.

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