If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search.

For example, if you exclude the negative broad match keyword 'flowers', ads won’t be eligible to serve when a user searches 'red flowers', but can serve if a user searches for 'red flower'. Negative keywords won’t match to close variants or other expansions. Before the upcoming changes, combining methods can limit campaign performance. Until your account is migrated, we recommend that you only use one content targeting method (topics, placements, OR Display/Video keywords) per ad group. For example, if you targeted “bikes” as a topic and “cycling” as a Display/Video keyword, your ads will show on content that matches either. Your ads will target any of your selected content in your ad group.Exclusions will also be consolidated into a single report in the same page ('Content'). 'Topics', 'Placements', 'Display/Video keywords' will be consolidated into a single 'Content' page and report.For 'Exclusions', click the drop-down arrow to the right of the term 'Exclusions' to select exclusions for topics, placements or Display/Video keywords. 'Topics', 'Placements', 'Display/Video keywords', and 'Exclusions' for all types of content targeting are now categorized under the 'Content' tab in the side navigation menu.To provide a comprehensive and consolidated view of your content targeting and make content targeting management and optimization simpler, you’ll see the following improvements in Google Ads:Īll types of content targeting can now be found under “Content” in the side navigation:

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