A visual example of bicycle "negative keyword: mountains" showing examples for different queries and exact matches
Keywords at the account level vs. at the campaign level vs. at the ad group level
Google Ads accounts are organized into three levels: account, campaigns, and ad groups.
So:
You can add negative keywords at the account, ad group, and campaign level.
Account-level negative keywords apply to all campaigns in your account.
Instead of adding the same negative keywords to every campaign, you can manage them at the account level. This saves time and reduces the chances of human error.
For example, you can create a list of russia phone number example search terms that you think are detrimental to your brand. And instantly apply it to all campaigns at the account level.
Campaign-level negative keywords apply to all ads in that campaign.
If you add "free" as a negative keyword at the campaign level, none of your ads in that campaign will appear for searches containing the word "free."
Ad group-level negative keywords apply to specific ad groups within a campaign, giving you more control over which ads appear for which searches.
Let's say you're running a holiday shoe campaign. And you have one ad group for "running shoes" and another ad group for "dress shoes."
You might want to add "formal" as a negative keyword for the "running shoes" ad group. And "casual" as a negative keyword for the "dress shoes" ad group.
So: