Yahoo! JAPAN Ads

Yahoo! JAPAN Ads Help

Negative keywords

What is a negative keyword
Negative keyword match types
Notes to add negative keywords
I can't add negative keywords

What is a negative keyword

Negative keywords are keywords set to prevent ads from being displayed for specific searches that are irrelevant to the content of your site or products.
If you set negative keywords, ads will not be displayed for search terms that include those phrases. By making use of negative keywords, you can reduce unnecessary impressions and focus on displaying ads for searches that are relevant to the content of your site.
Both two features, “negative keyword tool” and “negative keyword list” supports adding negative keywords.
For more information about tools, visit the links below.
Negative keyword tool
Negative keyword list

Negative keyword match types

You can select match types for negative keywords. There are three kinds of negative keyword match types, described below.

  1. Exact match:
    When you add a keyword as a negative keyword, the keyword is an exact match with the search term entered by an internet user, the corresponding ads will not be displayed.
    Example)
    When "LCD TV" is added as an exact match negative keyword, ads are not displayed in the following cases:
    In case when a search user enters "LCD TV" as a search query, the corresponding ads will not be displayed.
  2. Phrase match
    When you add a keyword as a negative keyword, and the keyword is included in a search term entered by an internet user, in the exact wording, the corresponding ads will not be displayed. If the word order is switched around or another word or phrase is inserted between the words, the ads will not be excluded.
    Example)
    When "LCD TV" is added as a phrase match negative keyword, ads are not displayed in the following cases:
    - In case when a search user enters the search query "LCD TV" (exact match).
    - In case when another query that contains "LCD TV," such as "cheap LCD TV" or "LCD TV repair," the corresponding ads will not be displayed.
    * If a search query like "TV LCD" (where the word order is switched around) or "LCD and TV" (where another word or phrase comes between the words) is entered, the corresponding ads will not be excluded.
  3. Broad match
    If the keywords added as negative keywords are relevant to the search terms entered by an internet user, the corresponding ads will not be displayed. This will occur even if the word order is different or there are additional words between the search terms.
    Example)
    When "LCD TV" is added as a broad match negative keyword, ads are not displayed in the following cases:
    - In case when a search user enters a search query like "LCD TV" (Exact match) or "cheap LCD TV" (phrase match).
    - In case when the query is relevant to the words registered as negative keywords like “TV LCV,” “LCV and TV,” “TV LCV discount sale” etc., the corresponding ads may not be displayed.

Notes to add negative keywords

Please make sure the following points when you add negative keywords:

  • You need to enter 1 negative keyword per line. 1 negative keyword is able to be put up to 10 words. The blank symbol between words means a delimiter.
    Example:
    "格安 液晶 テレビ" is counted as 3 words.
    "格 安 液 晶 テレビ" is counted as 5 words.
  • When you enter more than 11 words per line, those words are not added as negative keywords properly, it gets an error. Please make sure the number of words per line for negative keywords and try again.
  • When an internet user searches with more than 11 words, and any of your negative keywords is at the 11th or later of the search terms, the negative keyword setting may not work as expected, i.e. your ad with the negative keyword may be displayed.
  • Up to 100 negative keywords of all set to the campaign you select will be copied to the new campaign, when you create a new campaign with "reflect settings of an existing campaign (option)." If the selected campaign has more than 101 negative keywords, make sure what is copied to the new campaign.

I can't add negative keywords

See the following possible reasons why you can't add negative keywords.

  • You already have the same term in your negative keywords
    You can't have duplicate terms and phrases (negative keywords) in the same campaign, ad group, or negative keyword list. Check your negative keywords.
  • You already have the same term in your keywords
    When you have already added the term or phrase to the same ad group as a keyword, the term/phrase cannot be added as a negative keyword at the same time. Check your ad group.
  • You entered 11 or more keywords per list
    You can enter up to 10 negative keywords per line. You will receive an error if you enter 11 or more terms. 
    Learn more about "Notes to add negative keywords."