Negative keywords and syndicated exclusions
Negative keywords block unwanted search queries, while website exclusions filter low-quality partner placements. Here is how to maintain strict account hygiene.
Negative match types: exact versus phrase#
Negative keywords in Microsoft Advertising support two primary match types: Negative Exact and Negative Phrase. Negative Exact blocks queries matching the exact term in exact order; Negative Phrase blocks queries containing the phrase in sequence.
Crucially, as outlined in Microsoft Negative Keyword Policies, 2026, negative keywords do not expand to close variants. You must explicitly add singular, plural, and misspelled forms.
Website exclusions for syndicated partner networks#
Syndicated search partner traffic can introduce low-converting domain placements. Run Website URL (Publisher) performance reports and add non-performing domains to Website Exclusion lists at the campaign or account level.
Detecting and resolving negative keyword conflicts#
A negative keyword conflict occurs when an accidental broad negative blocks a high-converting bidding keyword. Run Microsoft's automated Negative Keyword Conflict report monthly to detect and resolve blocked traffic.
Visit our Microsoft Ads Hub for exclusion list templates and conflict auditing tools.
Weekly negative keyword audit routine#
Follow this four-step weekly routine to maintain pristine search term hygiene.
- Step 1: Search Term Scan Filter search terms with spend greater than £0 and zero conversions.
- Step 2: Root Cause Categorisation Identify recurring negative root themes (e.g., student research, DIY).
- Step 3: Multi-Form Addition Add singular, plural, and compound forms to the master shared negative list.
- Step 4: Publisher Domain Check Exclude high-cost, zero-conversion syndicated partner URLs.
Frequently asked questions#
Do negative keywords on Microsoft Ads match close variants?
No, negative keywords do not match close variants, plurals, or misspellings; you must add each variation manually to your negative lists.
What is the difference between negative phrase and negative exact?
Negative phrase blocks queries containing the phrase in exact order with other words, while negative exact only blocks queries matching the exact phrase alone with no other words.
How do I exclude specific partner websites on Microsoft Ads?
Navigate to Tools > Exclude Websites and add domain URLs to campaign-level or account-level Website Exclusion lists.
How many negative keywords can a shared list hold on Microsoft Ads?
A single shared negative keyword list in Microsoft Advertising can hold up to 5,000 negative keywords, and an account can maintain multiple lists.
What is a negative keyword conflict?
A negative keyword conflict occurs when an active negative keyword inadvertently blocks your own bidding keywords from entering the auction.
Read more on this topic#
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