Negative keyword discovery is feature that shouldn’t be neglected when targeting a shopping ad campaign.

Negative keywords applied in a shopping campaign act as an inhibitor, or overlay on the positive targeting methods. They allow us to “shape” with a bit more more precision, who the ads serve to. For example, we might exclude certain age groups and/or income levels.

In addition to using negative keywords, t may also be beneficial to exclude certain targeting audiences. “Negative” audiences can also improve campaign performance. Examples might include in-market audiences, interests, demographics such age, gender, income level, parental, homeownership status and other demographic information.

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