Add negative keywords or negative products

Negative keywords

Negative keywords can be used with phrase and exact match types:

• Negative phrase: Ads don't show on shopping queries that contain the complete phrase or close variations. There’s a maximum limit of 4 words per negative keyword. There’s an 80 character limit.
• Negative exact: Ads don't show on shopping queries that contain the exact phrase or close variation. There’s a maximum limit of 10 words per negative keyword. There’s an 80 character limit.

You can't change the match type of an existing negative keyword. Learn more about keyword match types

How to add negative keywords to an existing campaign

1. Go to campaign manager and find your campaign and ad group.
2. Select your campaign and ad group, then click Negative targeting.
3. To add negative keywords, click Add Negative keywords.
4. Enter your negative keywords, set the match type, and then click Save.

Negative products

These product targets prevent your product targeted or automatically targeted ads from displaying when the ASIN of a product page matches the negative product target. Negative product targets created at the ad group level affect product attribute targets or automatic targets configured in the same ad group. Negative product targets created at the campaign level affect product attribute targets or automatic targets in any ad group within the campaign.

Please note the following buffer periods for negative targeting to take effect:

• Negative keywords: 72 hours
• Negative products/ASINs: 96 hours

How to add negative products to an existing campaign

1. Go to campaign manager and find your campaign or ad group.
2. Select your campaign and ad group, then click Negative targeting.
3. To add negative products or brands, click Add negative product targets.
4. You can exclude products by brands or by products by using the search option or entering a list and then click Add negative product targets.