Negative keywords

Exact and broad match negatives

• Exact match negative — the ad stays off that exact search term. Use it to block one search while keeping the ones around it.
• Broad match negative — the ad stays off every search that contains the words of the negative keyword. Use it for a word that is never relevant, such as watch for an app with no watch version.

A negative keyword can sit on a whole campaign or on a single ad group. A campaign-level negative applies to every ad group in that campaign; an ad group negative applies only to that ad group.

When to add negative keywords

• Search terms with taps and no installs. Once a search term has had enough taps to judge, one that never converts is spend without a return.
• Searches for something else. A term that shares a word with your app but asks for a different product.
• Keeping campaigns apart. When an exact-match campaign already bids on a keyword, adding it as an exact negative to your broad or Search Match campaign stops the two from competing for the same search.

Storelift's Apple Ads screens use the same name, Negative keywords, for this list.

Common mistakes with negative keywords

• Blocking too early. A search term with a few taps and no install yet may simply need more time; decide on enough taps.
• Broad negatives that are too wide. A one-word broad negative blocks every search containing that word, including the ones that convert.
• Blocking your own brand. A broad negative that contains a word from your app name can keep your ad off your own brand searches.

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