Create and report on Google Ads dynamic search ads in Search Ads 360

Create and remove negative dynamic ad targets using bulksheets

To exclude pages on your site from being advertised by a dynamic search ad, create a negative dynamic ad target either at the campaign level or a specific ad group level. Learn more.

Note that you can't use bulksheets to edit negative dynamic ad targets. Instead, you'll need to remove the target you want to change and create a new one.

  1. Download a bulksheet that contains existing negative targets (even if you haven't created any  targets, follow these steps to download a bulksheet that contains the columns and IDs you'll need to create targets):
    1. Navigate to a Google Ads engine account, campaign, or ad group.
    2. Click the Targets ▼ tab,  click Dynamic ad targets, and then click Excluded
      If you don't see Dynamic ad targets, the current scope is not set up for dynamic search ads.
    3. Click the download icon Download icon, which appears above the reporting table and make the following selections in the download panel:
      • Scope: Current selection in table
      • Columns: Editable columns (for re-upload)
      • Include types: Negative campaign dynamic ad targets and Negative ad group dynamic ad targets
      • Filters: Include rows with no impressions
    4. Click Download to start generating a bulksheet.
      When Search Ads 360 finishes generating the bulksheet, a Download now link appears above the reporting table.
    5. Click Download now.
      Your browser downloads the bulksheet to its download directory.
  2. To create a new negative target, add a new row to the bulksheet.
    You can copy an existing row and edit the data in the columns.
  3. Enter or edit information in the bulksheet columns described below.
  4. Upload the bulksheet

Bulksheet columns for creating or removing negative dynamic ad targets

Row type

Enter Negative campaign dynamic ad target or Negative ad group dynamic ad target.


Enter one of the following:

  • create to create a new negative target.
  • pause to pause an existing negative target
  • remove to remove an existing negative target

Account, Campaign, Ad group

Enter the names of the engine account and campaign that you want to contain the negative target. If you're creating a negative target in a specific ad group, you'll also need to specify the ad group ID.

Dynamic search ad target:

Sets criteria for excluding pages under the site domain. If you're editing an existing target, leave the column empty to keep the current setting.

You can specify up to three criteria in a logical AND statement. The target will only exclude pages that match all criteria.

Here's the syntax:
AND(criteria, criteria, criteria)
Even if you specify only one criterion, you still need the AND statement:

For example: 
AND(CATEGORY = "shoes/outdoor/sneakers", PAGE_CONTENT CONTAINS "mens", PAGE_TITLE CONTAINS "casual")

Here are the types of criteria you can specify:

  • CATEGORY = "mycategory":  Google automatically assigns predefined categories to the pages on your site based on the content of the pages. To see the categories that Google has assigned to your site, use the Search Ads 360 UI. Learn more

    If you're targeting second or third-level categories, separate each level by a slash:
    CATEGORY = "top-category/second-level-category/third-level-category"

  • URL CONTAINS "string":  Excludes pages with URLs that contain the string you specify.

    The match is not case sensitive, nor does it support wildcards.

    For example, if you specify
    URL CONTAINS "red",
    the negative target will exclude pages with these URLs:

  • PAGE_TITLE CONTAINS "string": Excludes pages with titles that contain the string you specify. This is the title that's specified in the pages <title> HTML element. Some browsers display the page's title in bar at the top of the browser window.

    The match is not case sensitive, nor does it support wildcards.

  • PAGE_CONTENT CONTAINS "string": Excludes pages that contain the string you specify. Specifically, the string needs to be within the page's <body> HTML element.

    The match is not case sensitive, nor does it support wildcards.

  • CUSTOM_LABEL = "string": Excludes pages from page feeds with a specified label. Separate each label with a comma.

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