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New Google Ads Feature: Account-Level Negative Keywords

Google Ads introduces account-level negative keywords worldwide, providing advertisers with greater brand safety and suitability.

  • Account-level negative keywords in Google Ads offer greater brand safety and suitability by allowing advertisers to exclude traffic from all search and shopping campaigns.
  • Advertisers can manage negative keywords more efficiently at the account level, saving time and reducing the chances of human error.
  • This feature is an important step in giving brands more control over their advertising placements.
New Google Ads Feature: Account-Level Negative Keywords

Google Ads Liaison Ginny Marvin has announced that account-level negative keywords are now available to Google Ads advertisers worldwide.

The feature, which was first announced last year and has been in testing for several months, allows advertisers to add keywords to exclude traffic from all search and shopping campaigns, as well as the search and shopping portion of Performance Max, for greater brand safety and suitability.

Advertisers can access this feature from the account settings page to ensure their campaigns align with their brand values and target audience.

This is especially important for brands that want to avoid appearing in contexts that may be inappropriate or damaging to their reputation.

In addition to the brand safety benefits, the addition of account-level negative keywords makes the campaign management process more efficient for advertisers.

Instead of adding negative keywords to individual campaigns, advertisers can manage them at the account level, saving time and reducing the chances of human error.

You no longer have to worry about duplicating negative keywords in multiple campaigns or missing any vital to your brand safety.

Additionally, account-level negative keywords can improve the accuracy of ad targeting by excluding irrelevant or low-performing keywords that may adversely impact campaign performance. This can result in higher-quality traffic and a better return on investment.

Google Ads offers a range of existing brand suitability controls, including inventory types, digital content labels, placement exclusions, and negative keywords at the campaign level.

Marvin added that Google Ads is expanding account-level negative keywords to address various use cases and will have more to share soon.

This rollout is essential in giving brands more control over their advertising and ensuring their campaigns target the appropriate audience.


Featured Image: Primakov/Shutterstock

Category News PPC
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SEJ STAFF Matt G. Southern Senior News Writer at Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...