Key Capabilities

1. Campaign / Ad Group Level Control
   Apply negative keywords at either the campaign or ad group level.

   • Campaign-level negatives block unwanted search terms across all ad groups.

   • Ad group-level negatives give you fine-grained control for specific ad sets.

2. Phrase and Exact Match Support
   Choose between phrase or exact match types when adding negative keywords.

   • Phrase match blocks any search containing the phrase.

   • Exact match blocks only that exact search term.

3. Product- or Keyword-Level Selection
   Add exclusions based on either product ASINs (to block specific items) or keywords (to refine your keyword targeting).

4. Create & Update Actions

   • Create → Used to add new negative keywords directly from search term insights.
     This helps you quickly stop irrelevant searches that waste ad budget.

   • Update → Lets you change the status of existing negative keywords — for example, marking them as Archived (to temporarily disable) or Enabled (to re-activate).

5. Centralized Review Page
   After creation or updates, you can easily review, edit, or delete these entries anytime on the Negative Keywords page.
   This provides a full audit trail and keeps your targeting strategy organized.