Definition Negative keywords also have match types: exact, phrase, and broad. Negative exact match blocks only the exact phrase. Negative broad match blocks queries containing all the words together.
How it works The system adds negative lists to the ad eligibility pool. If a user query matches a negative, the ad does not fire. Negative keyword lists can apply at campaign and account level. Regular search term reports surface new negative candidates: off-topic queries, wrong intent queries, and low-converting queries.
Where you see it in Scope Trends **Ad Command Center** > **Negative Keywords** manages lists. The **Negative Suggester Agent** auto-extracts negative candidates from search term reports and adds them on approval.
Frequently asked questions **How many negative keywords are enough?** No fixed number. With regular reviews, 10-30 new negatives per week is typical.
**Is negative exact too narrow?** It blocks only the exact phrase. Use negative phrase or broad to catch close variants.