Excluded words, also called negative keywords, are search terms you want to prevent from being used to match to the ads in your account. The excluded words feature lets you refine your matching by blocking words that you believe are not relevant to your products or services. This can help keep your ad relevant to searchers.

Using excluded words helps provide more control over Advanced Match traffic. In addition, it may help you to receive more targeted leads by allowing you to block searches not related to what you are selling.

Note: In order to leverage Excluded Words, you need to have the Advanced match type enabled. You can set up the match type at the account, campaign, ad group and keyword levels.

You can specify up to 500 excluded words for the account and each of the ad groups. In addition, you can also specify up to 1250 at the Campaign level. Adding too many excluded words or phrases can result in a limited audience for your ads. However, using excluded words means that your ads can display to a more targeted audience.

• Adding or Editing Excluded Words at the Account Level

• Adding or Editing Excluded Words at the Campaign Level

• Adding or Editing Excluded Words at the Ad Group Level

Adding or Editing Excluded Words at the Account Level

1. Navigate to the Account Tactic Settings page. To do this:

   1. Go to the Administration tab to display the Account Summary page.
   2. On the Account Summary page, select Tactic Settings to display the Account Tactic Settings page.

2. Make sure Sponsored Search Status is set to On, and Match Type is set to Advanced. (You can still specify Excluded Words when Sponsored Search is turned off and/or the Standard match type is selected; however, the excluded words will not take effect.)

3. In the Excluded Words text area, enter or edit excluded words for the account - one word or phrase per line.

Note: You can specify up to 500 excluded words for the account. Excluded words set at the account level will apply for all campaigns.

4. Click Save Changes.

Adding or Editing Excluded Words at the Campaign Level

1. Navigate to the Campaign Tactic Settings page. To do this:

   1. Go to the Campaigns tab to display the Campaign page.
   2. On the Campaigns page, select a campaign to add or edit excluded words. The Campaign Settings option displays.
   3. Click on Campaign Settings.
   4. On the Campaigns Settings page, click edit under Tactic Settings to display the Campaigns Tactic Settings page.

2. Make sure Sponsored Search Status is set to On and Match Type is set to Advanced. (You can still specify excluded words when Sponsored Search is turned off and/or the Standard match type is selected; however, the excluded words will not take effect.)

3. In the Excluded Words text area, enter or edit excluded words for the campaign - one word or phrase per line. This will apply to all ad groups within the campaign.

Note: You can specify up to 1250 excluded words for your campaign. To avoid exceeding the maximum limit on the number of excluded words allowed, refer to the dynamic counter that keeps track of the words entered. Adding too many excluded words or phrases can result in a limited audience for your ads. However, using excluded words means that your ads can display to a more targeted audience.

4. Click Save Changes.

Adding or Editing Excluded Words at the Ad Group Level

1. Navigate to the Ad Group Settings page. To do this:

   1. Go to the Campaign tab, then the Ad Groups subtab to open the Ad Groups page.
   2. At the Ad Groups page, select an ad group from the table.
   3. Once your Ad Groups details page displays, select Ad Group Settings.
   4. On the Ad Group Settings page, select Tactics to display the Ad Group Tactic Settings page.

2. Make sure Sponsored Search Status is set to On, and Match Type is set to Advanced. (You can still specify excluded words when Sponsored Search is turned off and/or the Standard match type is selected; however, the excluded words will not take effect.)

3. Review the excluded words that are specified for the account. Excluded words at the account level apply to this ad group in addition to the ad group excluded words you are about to define.

4. In the Excluded Words text area, enter or edit excluded words for this ad group—one word or phrase per line.

Note: You can specify up to 500 excluded words for each ad group.

5. Click Save Changes.

Note: In addition setting up your ad group Excluded Words in the Ad Group Tactics Settings page, you also have the opportunity to set up Excluded Words when you are choosing the keywords for a new ad group. See the Choose Keywords and the Choose/Add Keywords topics for more information.

To learn more about tactic settings, see:

• Account Tactic Settings

• Campaign Tactic Settings

• Ad Group Tactic Settings