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Negative keywords

Yandex.Direct shows your ads for search queries that match your complete keyword.

Let's say you sell trips to the moon. An ad with the keyword trip to the moon is displayed for the query buy a trip to the moon, but also for less relevant queries such as books about trips to the moon and the first trip to the moon.

To prevent Yandex.Direct from serving ads for non-relevant searches, add negative keywords.

How it works

Negative keywords are words or phrases that you don't want your ads to be shown for.

One-word negative keywords are added at the keyword level. For example, if you add the negative keyword books to the keyword trip to the moon, your ad won't be shown to users who search for books about trips to the moon.

To exclude an entire phrase, add the negative keyword at the campaign or ad group level. Your ad won't be displayed for search queries that contain all the words in the negative keyword. However, the ad can be displayed for search queries that only contain some of the words in the negative keyword.

For example, if you add the negative keyword aquarius constellation, ads might still be shown for trip to the taurus constellation.

Negative keywords that are identical to a keyword are ignored.

How to add negative keywords

For individual keywords, you can only add one-word negative keywords. For an ad group or campaign, you can add multi-word negative keywords.

Negative keywords at the keyword level

Specify words with the minus sign (-) after the keyword. To add a new keyword with its own list of negative keywords, separate it from the previous keyword with a comma.

Negative keywords at the ad group level

In the Negative keywords section on the ad group editing page, enter words or phrases separated by commas or the minus sign (-). A negative keyword can contain a maximum of 7 words and 4096 characters, not including spaces.

Negative keywords at the campaign level

In the Negative keywords section on the campaign parameters page, enter words or phrases separated by commas or the minus sign (-). A negative keyword can contain a maximum of 7 words and 20,000 characters, not including spaces.

Negative keywords at the keyword level work together with negative keywords at the ad group or campaign level. They do not replace each other. If negative keywords are set at the keyword level as well as at the ad group and campaign levels, they are all applied to the keyword together, so there won't be impressions for any of the negative keywords.

To add negative keywords to multiple ads at once, you can use XLS/XLSX files, batch operations in multi-editing, Direct Commander, or the Yandex.Direct API.

Using operators in negative keywords

Negative keywords support the operators " ", [], ! and +.

Keyword

Negative keyword for a group

When we show ads

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-grey dapple

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buy horse with gray dapples

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-grey +with !dapples

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-"grey dapple" 

dapple gray horse video

grey horse with dapples

dappled grey

grey dapple

-[grey dapple]

grey horse with dapples video

grey horse dappled

buy horse grey dapple

grey dapple horse images

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