Set up negative keyword templates

Create a negative keyword template

Sign in to your new Search Ads 360.
Navigate to the relevant sub-manager account.
Click Tools and settings.
Click Templates.
On the 'Templates' page, click
Click + Negative keyword template.
Follow the instructions in the sections below, starting with Negative keyword template pre-stage.
Click Continue to complete each stage and proceed to the next one.

For information about configuring dynamic template elements, see 'About custom columns in templates' and 'Configure custom columns in templates'.

For dynamic settings, examples based on a 'Flights' theme are provided. Click below to view the brief 'Flights' feed table to which they refer.

'Flights' feed table

In this example, the 'Flights' feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.

Example Airways operates 2 brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.

The example feed table only contains information for one route for each brand to ease understanding.

Feed column name	Column description	Column value example 1	Column value example 2
'product_id'	Flight origin airport International Air Transport Association (IATA) code – destination airport IATA code	CDG-LHR	SEA-CDG
'brand'	The brand name for the flight	Golden Eagle Flights	Albatross Flights
'availability'	Flight ticket availability	Available	Not available
'seats_left'	Number of unsold seats on the flight	11	0
'origin_iata'	Flight origin airport’s IATA code	CDG	SEA
'origin_name'	Flight departure location	Paris	Seattle
'origin_country'	Flight origin country’s name	France	USA
'destination _iata'	Flight destination airport´s IATA code	LHR	CDG
'destination_name'	Flight destination´s name	London	Paris
'destination_country'	Flight destination country’s name	UK	France
'price_usd'	The flight price in US dollars	400	900

Click the headings below to learn about each stage in the template creation flow, including stage settings with dynamic content examples.

Negative keyword template pre-stage

Stage	Panel	Applies to	Settings and descriptions
'Pre-stage'	'Apply to'		Click Ad group templates or Campaign templates. As appropriate to your selection, in the 'Ad group templates' or 'Campaign templates' panel shown, click the pencil icon to select the specific parent(s) you require. Note: The feed is inherited from the parent template(s) as displayed. Click Add filter to add filters to modify the feed for your ad groups.

Stage 1: Negative keyword template settings

Stage	Panel	Settings and descriptions
Stage 1: 'Template settings'	'Template name' Required Must be unique at the sub-manager level	Name your keyword template.
	'Ad group templates'/ 'Campaign templates'	Inherited from the previous stage and not editable.
	Feed	Inherited from parent(s). Add filters if required.
	Multiplier	Multipliers define the columns from which the unique value combinations are derived. The unique value combinations determine the negative keyword instances that are generated from negative keyword templates. You must select feed columns to create 1 negative keyword for each unique value combination. Click Select multipliers. Select the required multiplier columns from the feed columns. Click Done.
	Status	Select Remove or No changes to set the template and both new and existing negative keyword statuses when items are no longer found in the feed.

Stage 2: Negative keyword settings

Stage Panel Applies to Settings and descriptions

Stage	Panel	Applies to	Settings and descriptions
Stage 2: 'Negative keyword settings'	'Keywords'		For all advertising platforms and client accounts: Set the keyword by selecting the match type – Broad, Phrase or Exact – from the drop-down menu, then enter the negative keyword text as a custom column. The negative keyword can be static or dynamic using a custom column. Click Add keyword to enter additional keywords. For specific advertising platforms and client accounts: Click Add a custom setting to create different negative keywords by account type or a specific client account to better customise your negative keywords. Static and/or dynamic negative keywords can be configured. For example: For our example, Albatross Flights may not want ads to show for airports from which it has no flights. These are entered as static text: `"JFK", "MIA", "JFK airport", "Miami airport"` If the Golden Eagle Flights brand has a separate client account, the same negative keyword policy can be applied using a custom setting to prevent clicks for routes on which the airline does not fly: `"GLA", "LGW", "Glasgow Airport", "London Gatwick"`

Stage 2:

'Negative keyword settings'

'Keywords'

For all advertising platforms and client accounts:

Set the keyword by selecting the match type – Broad, Phrase or Exact – from the drop-down menu, then enter the negative keyword text as a custom column.
The negative keyword can be static or dynamic using a custom column.
Click Add keyword to enter additional keywords.

For specific advertising platforms and client accounts:

Click Add a custom setting to create different negative keywords by account type or a specific client account to better customise your negative keywords.

Static and/or dynamic negative keywords can be configured.

For example:

For our example, Albatross Flights may not want ads to show for airports from which it has no flights. These are entered as static text:

"JFK", "MIA", "JFK airport", "Miami airport"

If the Golden Eagle Flights brand has a separate client account, the same negative keyword policy can be applied using a custom setting to prevent clicks for routes on which the airline does not fly:

"GLA", "LGW", "Glasgow Airport", "London Gatwick"

Stage 3: Confirmation

Stage	Panel	Applies to	Settings and descriptions
Stage 3: 'Confirmation'	Negative keyword preview		The first 100 negative keywords are generated for preview. Return to previous settings stages to make any changes you require. Click Create template at this stage to create the negative keyword template.

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