Add negative keywords to campaigns

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By adding negative keywords to your account or campaigns, you can avoid targeting content that contains those terms. By using negative keywords with other exclusions or content targeting methods, your ads will target any of the selected content in your ad group and help you reach a broader audience.

This article shows you how to add negative keywords at the account and campaign level. You can also learn more about how to edit, remove or download negative keywords.

Before you begin

If you’re new to negative keywords, start by learning more About negative keywords.

Bear in mind

Negative keywords aren't as precise on the Display Network as they are on the Search Network. Your ad may still occasionally appear on pages containing these terms. For Display and video campaigns, a maximum of 1,000 negative keywords is considered. Site category options and content exclusions are the best ways to avoid targeting unrelated sites or videos.

For Display and Video campaigns, all negative keywords will be considered broad matches.

Add negative keywords at the account level

You can add negative keywords at the account level and they will automatically apply to all search and shopping inventory in relevant campaign types. There is a limit of 1,000 negative keywords that can be added at the account level. Learn more About account level negative keywords.

Note: Negative keyword lists can't be excluded from Smart display campaigns and keywords can be excluded manually only from Smart display campaigns.

Tip

Try excluding sites or categories to limit the visibility of your Display ads.

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