Negative keywords prevent your ads from appearing on searches that are not relevant to your app. Adding them to a campaign or ad group helps you avoid spend on unqualified traffic and keeps your targeting focused.
This article explains how to add negative keywords from the Negative Keywords layer in Ads Manager.
If you need to add regular bidding keywords instead, see Add keywords to an ad group.
Before you start
You can apply negative keywords at two levels: the campaign level or the ad group level.
Campaign-level negative keywords apply across all ad groups within that campaign. Ad group-level negative keywords apply only to the specific ad group you select.
Negative keywords added here are exact match by default in Apple Ads.
Open the Add Negative Keywords panel
Open Ads Manager and select the Negative Keywords tab. Click the + button above the table to open the Add Negative Keywords panel.
Step 1: Select your target
Under Apply negative keywords to, click the Level dropdown and select either Campaign or Ad Group depending on where you want the negative keywords applied.
Once you select a level, a selector appears showing your available apps, campaigns, and ad groups. Choose the specific target you want to apply the negative keywords to.
Step 2: Add negative keywords
In the Added negative keywords panel, enter or paste your keywords into the text field. You can separate multiple keywords with a comma or enter one per line. When your list is ready, click Add keywords to move them into the list below.
The list shows each negative keyword alongside its match type. You can filter the list by keyword using the search field on the right, or select keywords and delete them using the trash icon if you want to remove any before applying.
Apply your negative keywords
When your list is ready, select Apply. The negative keywords are added to the selected campaign or ad group and will appear in the Negative Keywords table in Ads Manager.
After you finish
Your negative keywords appear in the Negative Keywords layer of Ads Manager, where you can copy, delete, upload, or download them at any time using the Actions menu.
To copy all negative keywords from one campaign or ad group to another, use the Copy All or Copy Selected options in the Actions dropdown.
Related links
- Add keywords to an ad group
- Create an ad group in Ads Manager
- Edit your campaigns in Ads Manager
- Ads Manager overview
Need more help?
If you have further questions, contact your dedicated Customer Success Manager or reach out via live chat.