Negative keywords are incorporated into algorithms to assess campaign and ad group eligibility. They differ from positive keywords as they focus solely on the words rather than their meaning. Google employs technologies like Gemini to comprehend search intent and align with relevant keywords. The optimal strategy for negative keywords aims to prevent ads from appearing for specific queries while still allowing campaigns to reach their objectives.
Negative keywords are one of the criteria the system checks for campaign and ad group eligibility. Unlike positive keywords, negative keywords look only at the words themselves and not the meaning.
For keyword eligibility, we use technologies like Gemini to better understand the intent behind the search query, and match to the most relevant, best performing keywords.
Your negative keyword strategy should aim to help prevent your ads from showing on certain queries while still enabling your campaigns to achieve their goals.
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