Negative Keywords
You can use negative keywords in adCenter to prevent Bing from displaying your ad if the user’s search query contains one of your negative keywords. adCenter uses the following types of comparisons to determine whether a negative keyword applies to the search query.
|
Match Type |
Description |
|---|---|
|
Exact match |
A match is prevented if all the words in the negative keyword exactly match the user's query. To use an exact match comparison, enclose the negative keyword in square brackets (for example, [old dog]). |
|
Phrase match |
Phrase match is the default match type. A match is prevented if all the words in the negative keyword are present in the user's query and are in the same order. For example, if your ad group contains "dog tricks" as a keyword and "old" as a negative keyword, searching for "old dog tricks" would prevent a match because the query string contains the negative keyword, old. |
You can specify negative keywords at the campaign and ad group level. If you specify negative keywords at both levels, both lists will be used to compare to the user’s query.
You can specify a maximum of 10,000 negative keywords at both the campaign and ad group level. Each negative keyword can contain a maximum of 100 characters.
You should specify the negative keywords in the same locale of the Language value that you specified for the ad groups in the campaign.
Add or Modify Negative Keywords
To specify negative keywords for a campaign or ad group, call the SetNegativeKeywordsToCampaigns and SetNegativeKeywordsToAdGroups operations, respectively.
Updating an entity’s negative keywords will overwrite its existing negative keywords.
Remove Negative Keywords
To remove negative keywords from an ad group, set the NegativeKeywords element of the AdGroupNegativeKeywords object to an empty array, and then pass the object to the SetNegativeKeywordsToAdGroups operation.
To remove negative keywords from a campaign, set the NegativeKeywords element of the CampaignNegativeKeywords object to an empty array and pass the object to the SetNegativeKeywordsToCampaigns operation.
Find Conflicts Between Your Negative Keywords and Keywords
The reporting service provides a negative-keyword conflict report that lists the negative keywords that you also specify as keywords. Specifying a negative keyword that is also a keyword negates the keyword. For more information, see the NegativeKeywordConflictReportRequest request.
