To help you reach more potential customers, your ads will now show on content that matches any of the topics, placements or display/video/search keywords you target. For example, if you targeted 'bikes' as a topic and 'cycling' as a display/video keyword, your ads will show on content that matches either.
You’ll also notice contextual targeting simplified into a single page in Google Ads, so you can manage all content targeting types (topics, placements, display/video keywords and exclusions) in a single view. The new page can be found in the 'Content' section under Campaigns 
Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).
This article explains how negative keywords work and when they might be useful. Learn how to add negative keywords to campaigns
How they work
One key to a highly targeted campaign is choosing what not to target.
When selecting negative keywords for Search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product. For example, if you're an optician who sells spectacles, you may want to add negative keywords for search terms like 'wine glasses' and 'drinking glasses'.
If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but bear in mind that negative keywords work differently for Display and Video campaigns than they do for search. Depending on the other keywords in your ad group, some places where your ad appears may occasionally contain excluded terms. For Display and Video ads, a maximum of 1,000 negative keywords is considered at the account level.
Account-level negative keywords
When you create your account-level list of negative keywords, it will automatically apply to all eligible search and shopping inventory in relevant campaign types. This enables you to create a single, global, account-level list that applies negative keywords across all search and shopping inventory in your account. Learn more about account-level negative keywords
Types of negative keywords
For Search campaigns, you can use broad match, phrase match or exact match negative keywords. However, these negative match types work differently than their positive counterparts. The main difference is that you'll need to add synonyms, singular or plural versions, misspellings and other close variations if you want to exclude them.
For Display campaigns, a set of negative keywords will be excluded as an exact topic. Ads won’t show on a page even if the exact keywords or phrases aren't on the page explicitly, but the topic of the content is strongly related to the excluded set of negative keywords.
For example, a set of negative keywords like 'women’s trousers' would block bidding on a page with content about women’s jeans, even if the exact phrase 'women’s trousers' didn't appear on the page. However, we wouldn't generalise beyond the concept of women’s trousers to other kinds of women’s bottoms (for example, skirts) or men’s slacks. This is different from how we would treat a positive keyword, such as shoes, which we would also match to a broader category like footwear.
Negative broad match
This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.
Example
Negative broad match keyword: running shoes
| Search | Could an ad show? |
|---|---|
| blue tennis shoes |  |
| running shoe | |
| blue running shoes |  |
| shoes running | |
| running shoes | |
Negative phrase match
For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order. The search may also include additional characters to a word and the ad will show even when the rest of the keyword terms are included in the search in the same order.
Example
Negative phrase match keyword: running shoes
| Search | Could an ad show? |
|---|---|
| blue tennis shoes | |
| running shoe | |
| blue running shoes | |
| shoes running | |
| running shoes | |
Negative exact match
For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.
Example
Negative exact match keyword: running shoes
| Search | Could an ad show? |
|---|---|
| blue tennis shoes | |
| running shoe | |
| blue running shoes | |
| shoes running | |
| running shoes | |
Symbols in negative keywords
You can use three symbols in your negative keywords: ampersands (&), accent marks (á) and asterisks (*). Negative keywords with accent marks are considered two different negative keywords, like sidewalk cafe and sidewalk café. Similarly, 'socks & shoes' is different from 'socks and shoes'.
Here are some of the symbols that the system doesn't recognise:
- Ignored symbols: You can add periods (.) to your negative keywords, but these will be ignored. That means the keywords New St. and New St, for example, are considered identical negative keywords. If you add pluses (+) to your negative keywords they will usually be ignored (for example blue+car). However, in some cases if a + is at the end of a word (for example C++) it won't be ignored.
- Invalid symbols: You'll get an error message if you add negative keywords that contain certain symbols. Some of the symbols that can't be used in your negative keywords are: , ! @ % ^ () = {} ; ~ ` <> ? \ |.
- Site and search operators: The 'site:' operator will be removed from your negative keywords. That means that if you add the negative keyword [site:example.com dark chocolate], it’ll be considered the same as [dark chocolate]. Search operators will also be ignored. For example, if you add the search operator "OR" to the negative keyword dark chocolate, like “OR dark chocolate”, the "OR" command will be ignored and your negative keyword will be just dark chocolate.
- Other search operators: Adding a minus (-) operator to the front of a keyword will cause this keyword to be ignored for negative keyword matching. For example, if you have a negative keyword 'dark -chocolate', it’ll be considered the same as just 'dark'.
Bear in mind
- Choose your negative keywords carefully. If you use too many negative keywords, your ads might reach fewer customers.
- Negative keywords don't match to close variants, so your ad might still show on searches or pages that contain close variations of your negative keyword terms.
- Your ad might still show when someone searches for a phrase that's longer than 16 words, and your negative keyword follows that 16th word. For example, if your negative keyword is 'discount,' your ad can show when someone searches for 'nice clean hotel rooms or bed and breakfast rentals in Los Angeles CA close to beach discount' because your negative keyword is the 17th word in the phrase. However, we won't show your ad when someone searches for 'nice clean hotel rooms or bed and breakfast rentals in Los Angeles close to beach discount' because your negative keyword is the 16th word in the phrase.
