Create a negative keyword template
- Sign in to your Search Ads 360 experience.
- Navigate to the relevant sub-manager account.
- From the page menu, under “Tools & settings”, click the Templates drop-down.
- Click Templates.
- Click the plus button .
- Click + Negative keyword template.
- Follow the instructions in the sections below, starting with Negative keyword template pre-stage.
Click Continue to complete each stage and proceed to the next one.
For information about configuring dynamic template elements, refer to the articles About custom columns in templates and Configure custom columns in templates.
For dynamic settings, examples based on a flights theme are provided. Click below to view the brief flights feed table to which they refer.
"Flights" feed table
In this example, the "Flights" feed table contains the following columns of product data supplied by a new Search Ads 360 customer, Example Airways.
Example Airways operates two brands. Albatross Flights sells transatlantic tickets between the US and European destinations, while Golden Eagle Flights markets route tickets within Europe.
The example feed table only contains information for one route for each brand to ease understanding.
Feed column name | Column description | Column value example 1 | Column value example 2 |
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"product_id" | Flight origin airport international air transport association (IATA) code –destination airport IATA code | CDignoredLHR | SEA-CDG |
"brand" | The brand name for the flight | Golden Eagle Flights | Albatross Flights |
"availability" | Flight ticket availability | Available | Not available |
"seats_left" | Number of unsold seats on the flight | 11 | 0 |
"origin_iata" | Flight origin airport’s IATA code | CDG | SEA |
"origin_name" | Flight departure location | Paris | Seattle |
"origin_country" | Flight origin country’s name | France | USA |
"destination _iata" |
Flight destination airport´s IATA code | LHR | CDG |
"destination_name" | Flight destination´s name | London | Paris |
"destination_country" | Flight destination country’s name | UK | France |
"price_usd" | The flight price in US dollars | 400 | 900 |
Click the headings below to learn about each stage in the template creation flow, including stage settings with dynamic content examples.
Negative keyword template pre-stage
Stage | Panel | Applies to | Settings and descriptions |
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"Pre-stage" | "Apply to" |
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Stage 1 Negative keyword template settings
Stage | Panel | Applies to | Settings and descriptions |
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Stage 1
"Template settings" |
"Template name"
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"Ad group templates"/ "Campaign templates" |
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Data source |
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Multiplier |
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Status |
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Stage 2 Negative keyword settings
Stage | Panel | Applies to | Settings and descriptions |
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Stage 2
"Negative keyword settings" |
"Keywords" |
For all advertising platforms and client accounts:
For specific advertising platforms and client accounts:
Static and/or dynamic negative keywords can be configured. For example:For our example, Albatross Flights may not want ads to show for airports from which it has no flights. These are entered as static text:
If the Golden Eagle Flights brand has a separate client account, the same negative keyword policy can be applied using a custom setting to prevent clicks for routes from which the airline does not fly:
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Stage 3 Confirmation
Stage | Panel | Applies to | Settings and descriptions |
Stage 3 "Confirmation" | Negative keyword preview |
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