---
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    content: Diplodoc Platform v5.52.0
alternate:
  - https://yandex.com.tr/support/direct/en/keywords/negative-keywords.md
  - https://yandex.com.tr/support/direct/ru/keywords/negative-keywords.md
  - https://yandex.com.tr/support/direct/tr/keywords/negative-keywords.md
  - https://yandex.com.tr/support/direct/zh/keywords/negative-keywords.md
  - href: en/keywords/negative-keywords.md
    type: text/markdown
    title: Markdown version
  - href: ../llms.txt
    type: text/markdown
    title: llms.txt
---
> **Documentation Index:** Fetch the complete configuration index at https://yandex.com.tr/support/direct/en/llms.txt

# Negative keywords

Yandex Direct displays your ads when users enter search queries that contain your complete keyword.

>Let's say you sell trips to the moon. An ad with the keyword _trip to the moon_ will be triggered by the query _buy a trip to the moon_, but also for less relevant queries such as _books about trips to the moon_ and _the first trip to the moon_.

To prevent Yandex Direct from serving ads for non-relevant searches, add negative keywords.


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## How it works {#how-it-works}

**Negative keywords****** are words or phrases for which you don't want your ads to appear.

Negative keywords can only be added to keywords. For example, if you add the negative keyword _books_ to the keyword _trip to the moon_, your ad won't be shown to users who search for _books about trips to the moon_.

If there is an entire phrase that you don't want triggering your ads, add **negative keywords** on the level of a campaign or ad group. Ads will not be served in response to search queries that only contain negative keywords. However, an ad can be served for search queries that only contain some of the words in the negative keyword.

>For example, if one of your keywords is _trip_, and you add the negative keyword _Aquarius constellation_ to the ad group, then ads will still be triggered if a user searches for _trip to Taurus constellation_.

When negative keywords are completely included in a keyword (i.e., completely overlap), the negative keywords are ignored.

>For example, the keyword _buy a pink elephant_ and the negative keyword _buy elephant_ completely overlap because the keyword includes all the words in the negative keyword. The negative keyword will be ignored and ads will be triggered by the search query _buy a pink elephant_.
>
>The keyword _buy a pink elephant_ and the negative keyword _buy cheap_ overlap partially (only by the word _buy_). No ads will be triggered by the search query _buy a pink elephant cheap_.

If you want to exclude a specific form of a word, add it using the `!` operator.

## How to add negative keywords {#add}

You can add negative keywords to keywords, and add negative keyword-phrases to ad groups or campaigns.

#### Negative keywords added to keywords

On the **Keywords** tab, specify a negative keyword after a keyword with the `-` operator.

![negative keyword](../_assets/negative-keywords-phrase.png =450x){.border-yes}

You can also set up negative keywords on the group edit page under **Related terms** in the **Keyword** field.

![related terms](../_assets/negative-keywords-phrase1.png =450x){.border-yes}

#### Negative keywords for ad groups

On the page where you edit an ad group, under **Related terms**, enter negative keywords separated by commas or `-` in the **Negative keywords** field. Maximum of 7 words per negative keyword. The maximum number of characters (excluding spaces) is 4096.

![ad group](../_assets/negative-keywords-group.png =450x){.border-yes}

#### Negative keyword in the Campaign Wizard

- App promotion: The number of keywords per group cannot exceed 200.
- Site promotion: The maximum number of characters (excluding spaces) is 20,000.

#### Negative keywords for campaigns

Enter comma-separated negative keywords in the **Negative keywords** section on the campaign parameters page. Maximum of 7 words per negative keyword. The maximum number of characters (excluding spaces) is 20,000.

![Negative keywords](../_assets/negative-keywords-campaign.png =450x){.border-yes}

Negative keywords at the keyword level work together with negative keywords at the ad group or campaign level. They do not replace each other. If negative keywords are set at the keyword level as well as at the ad group and campaign levels, they are all applied to the keyword together, so there won't be impressions triggered by any of the negative keywords.

To add negative keywords to multiple ads at once, use [XLS/XLSX files](https://yandex.com.tr/support/direct/en/alternative-interfaces/xls-interface.md), [bulk actions with ad groups](https://yandex.com.tr/support/direct/en/campaigns/groups-edit.md), Direct Commander, or the [Yandex Direct API](https://yandex.com.tr/support/direct/en/alternative-interfaces/api.md).

## Negative keywords when serving ads in ad networks {#yan}

In ad networks, keywords determine the site content and user interests that can trigger an ad. Add negative keywords to make sure your ads won't be served on unsuitable sites (such as sites where keywords and negative keywords appear next to one another). This option isn't available for product ads in unified performance campaigns.

>For example, let's say you sell new laptops and place ads in Yandex Direct. If you add the negative keyword _repair_ to the keyword _laptops_, your ad won't be served on forum pages where users discuss laptop repair (because on such pages, the word _laptop_ is used alongside _repair_). However, this ad may be served on other forum pages about laptops where users discuss how to repair keyboards or choose a new laptop.

Additionally, negative keywords allow you to specify your ad's subject so that it is not served to users who are not interested in your product or service. Only use negative keywords if you are certain that you are not cutting out your target audience.

>For example, a lot of people look up reviews before purchasing a laptop and check out sites with related content. If you want these people to see your ad, you shouldn't add negative keywords like _forum_, _review_, or _feedback_.

We recommend [creating a separate campaign](https://yandex.com.tr/support/direct/en/efficiency/content-websites.md) to get the most out of your placements in ad networks.

## Use operators in negative keywords {#operators}

Negative keywords support the [operators](https://yandex.com.tr/support/direct/en/keywords/symbols-and-operators.md)`" "`, `[]`, `!` and `+`.

#|
|| **Keyword** | **Negative keyword for ad group** | **Ads that will/will not display** ||
|| `guitar` | `-bass with frets` | 
![button-ok](../_assets/button-ok.png) _bass guitar_

![button-ok](../_assets/button-ok.png) _fretted guitar_

![button-cancel](../_assets/button-cancel.png) _bass guitar with frets_

![button-cancel](../_assets/button-cancel.png) _fretted bass guitar_ ||
|| `bed` | `-children's with canopy` | 
![button-ok](../_assets/button-ok.png) _children's bed_

![button-ok](../_assets/button-ok.png) _bed with canopy_

![button-ok](../_assets/button-ok.png) _canopy for bed_

![button-ok](../_assets/button-ok.png) _bed for children with canopy_

![button-cancel](../_assets/button-cancel.png) _children's bed with canopy_

![button-cancel](../_assets/button-cancel.png) _wooden children's bed with white canopy_ ||
|| `computer mouse` | `-laser gaming` | 
![button-ok](../_assets/button-ok.png) _laser computer mouse_

![button-ok](../_assets/button-ok.png) _gaming computer mouse_

![button-cancel](../_assets/button-cancel.png) _laser gaming computer mouse_

![button-cancel](../_assets/button-cancel.png) _gaming computer mouse with laser sensor_ ||
|| `radio-controlled` 
`toy car` | `-toy car` | 
![button-ok](../_assets/button-ok.png) _radio-controlled toy car_ ||
|| `radio-controlled car` | `-toy car` | 
![button-ok](../_assets/button-ok.png) _radio-controlled toy car_ ||
|| `guitar` | `-grey +with !dapples` | 
![button-ok](../_assets/button-ok.png) _fretted bass guitar_

![button-ok](../_assets/button-ok.png) _fretted bass guitars_

![button-cancel](../_assets/button-cancel.png) _guitar with frets_

![button-cancel](../_assets/button-cancel.png) _bass guitar with frets_

![button-cancel](../_assets/button-cancel.png) _how to play a guitar with frets_ ||
|| `bed` | `-children's +with !canopy` | 
![button-ok](../_assets/button-ok.png) _children's bed without canopy_

![button-ok](../_assets/button-ok.png) _canopy for children's bed_

![button-ok](../_assets/button-ok.png) _bed with canopy_

![button-ok](../_assets/button-ok.png) _bed for children with canopy_

![button-cancel](../_assets/button-cancel.png) _children's bed with canopy_

![button-cancel](../_assets/button-cancel.png) _wooden children's bed with white canopy_ ||
|| `computer mouse` | `+with !laser sensor` | 
![button-ok](../_assets/button-ok.png) _computer mouse with optical sensor_

![button-ok](../_assets/button-ok.png) _laser computer mouse_

![button-cancel](../_assets/button-cancel.png) _computer mouse with laser sensor_

![button-cancel](../_assets/button-cancel.png) _gaming computer mouse with laser sensor_ ||
|| `radio-controlled` 
`toy car` | `-toy !car` | 
![button-ok](../_assets/button-ok.png) _buy toy radio-controlled car_

![button-cancel](../_assets/button-cancel.png) _radio-controlled toy car_ ||
|| `guitar` | `-[grey with dapples]` | 
![button-ok](../_assets/button-ok.png) _bass guitar_

![button-cancel](../_assets/button-ok.png) _bass guitar with frets_

![button-cancel](../_assets/button-cancel.png) _buy fretted guitar_

![button-cancel](../_assets/button-cancel.png) _fretted guitar photo_ ||
|| `wardrobe` | `-[with built-in bed]` | 
![button-ok](../_assets/button-ok.png) _bed with built-in storage_

![button-cancel](../_assets/button-cancel.png) _storage with built-in bed_ ||
|| `computer mouse` | `-[mouse with wheel]` | 
![button-ok](../_assets/button-ok.png) _computer mouse with sensor instead of wheel_

![button-ok](../_assets/button-ok.png) _wheel for computer mouse_

![button-cancel](../_assets/button-cancel.png) _computer mouse with wheel_ ||
|| `guitar` | `-"bass guitar with frets"` | 
![button-ok](../_assets/button-ok.png) _bass guitar_

![button-ok](../_assets/button-ok.png) _bass guitar_

![button-cancel](../_assets/button-cancel.png) _bass guitar with frets_

![button-cancel](../_assets/button-cancel.png) _bass guitar with frets_ ||
|| `bass guitar video` | `-"bass guitar video"` | 
![button-cancel](../_assets/button-cancel.png) _video bass guitar_

![button-cancel](../_assets/button-cancel.png) _bass with frets_ ||
|| `bed` | `-"children's bed with canopy"` | 
![button-ok](../_assets/button-ok.png) _bed for nursery_

![button-ok](../_assets/button-ok.png) _children's bed_

![button-cancel](../_assets/button-cancel.png) _children's bed with canopy_ ||
|| `computer mouse` | `-"computer mouse with wheel"` | 
![button-ok](../_assets/button-ok.png) _computer mouse with sensor instead of wheel_

![button-ok](../_assets/button-ok.png) _computer mouse_

![button-ok](../_assets/button-ok.png) _wheel for computer mouse_

![button-cancel](../_assets/button-cancel.png) _computer mouse with wheel_ ||
|#

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