Using Negative Keywords in Shopping Campaigns
Negative keyword discovery is a feature that should not be neglected when targeting a Shopping ad campaign.
Negative keywords applied in a Shopping campaign act as an inhibitor, or overlay, on the positive targeting methods. They allow us to shape, with more precision, who the ads serve to and which searches are less likely to trigger ads.
Improving Search Query Matching
For example, we might exclude certain keywords that are slightly off-match for the products being advertised. This can help prevent ads from serving to searches that are not closely aligned with the correct product SKUs.
Using Negative Audiences and Demographic Exclusions
In addition to using negative keywords, it may be beneficial to exclude certain targeting audiences. Negative audiences can frequently improve campaign performance by making campaigns more selective.
Examples might include negative in-market audiences, interests, and demographic exclusions such as age, gender, income level, parental status, homeownership status, and other demographic information.
Related Shopping Campaign Resources
Related topics include Shopping campaigns, product feeds, PPC campaign management, and eCommerce advertising results.
For more context, see our related blog articles on negative keywords.
