Google Ads Account-level Negative Keywords Guarantees Safety

Google Ads introduces a new global feature, account-level negative keywords, to enhance brand safety and suitability. It is a shift to give advertisers more brand suitability controls over their campaigns. The feature was tested for many months before its release this year. The tool lets advertisers add keywords from their account settings page to filter out traffic from Search and Shopping campaigns and search and shopping elements of Performance Max. They can also better manage campaigns and negative keywords by operating them at an account level, not individual campaigns. It will decrease the chances of human error by duplicating keywords. Advertisers can confirm that their campaigns align with their brand values and audience segment. They can also avoid appearing in searches that may tarnish their reputation.