Negative keywords are great for helping to ensure that your ads only appear for the most relevant searches. With Bing Ads, you are able to set negatives in both phrase and exact match. If you are currently using phrase match negatives you may find that some of your negatives are actually preventing your ads from appearing on your selected keywords, causing a negative keyword conflict. This may be especially true if you have transferred broad and match negatives into your account from a Google AdWords account.
Please note that if you do copy over any broad match negatives from Google AdWords, Bing Ads will automatically change these to phrase match negatives.
The Negative Keyword Conflicts report can be found in the reports tab under Targeting reports:
The negative keyword conflict report will tell you which of your negatives are preventing your ads from appearing for which of your selected keywords. It will also tell you whether your negative keyword conflicts are at campaign or ad group level.
You can remove a negative keyword conflict in two ways.
1. You can delete the conflicting negative keyword preventing your keyword from showing.
In the UI, simply navigate to the keywords tab and select negatives, where you will be able to see your campaign and ad group negatives for your selected keyword.
You can then use the filter option within Bing Ads to find your conflicting negative if you have a large list of negatives.
By selecting the box next to the negative and then Edit you have the option to delete that negative.
Within the Bing Ads Editor, you can again navigate to the keywords tab and select negatives.
Select the conflicting negative and then delete it from the list, by selecting it and hitting the delete button on your keyword. When making this change in the Bing Ads Editor you then need to make sure you post the changes to ensure it goes live.
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1. Or you can amend the negative keywords match type, and set it as an exact match negative keyword instead.
In the UI, navigate to the keywords tab and select negatives.
Using the filter find your conflicting negative.
Select the box next to the conflicting negative and select Edit and Edit Selected Rows.
Then select the negative Exact match type option and click save.
Within the Bing Ads Editor, navigate to the Keywords tab, select negatives and then locate your conflicting negative.
Select the negative and then in the Editor pane below, change the match type to Exact.
Removing these negative conflicts will help you avoid blocking relevant traffic, and should increase the traffic to your website. We recommend to keep an eye on the conflict report, particularly after you have imported or made changes to your negatives or keywords.
Next up in the Bing Ads Academy blog series, we will go through the Share of Voice Report, helping you to see where you may be losing out on traffic and what you can do to correct it.