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Home > English > Search Publishers > Microsoft Advertising > How To Articles: Microsoft Advertising > Negative Match Type Support for Microsoft Advertising

Negative Match Type Support for Microsoft Advertising

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Microsoft Advertising now supports Exact match and Phrase match negative keywords at the campaign and group level, using the following punctuation conventions:

  • [keyword] = exact match
  • "keyword" = phrase match
  • keyword = phrase match
Please note that Microsoft Advertising does not support Broad match negative keywords. If you were to upload a negative keyword with Broad match to the Platform, it will default to Phrase match. If you were to insert a negative keyword with no punctuation into the Microsoft Advertising interface, this will also default to Phrase match.

Platform Support

Negative keywords can be uploaded using any of the three variations below. Note that with Phrase match, you would use " " quotation marks rather than the brackets in the table below:

Keyword Match Type
[car] exact
car exact

Tip: Negative Exact keywords that have double brackets can be ignored, since Microsoft Advertising will treat these the same way as it would normal single bracket negatives, e.g. car.

You may notice that the punctuation for a negative keyword does not match between the Platform and Microsoft Advertising. For instance, you may see [Keyword] in Microsoft Advertising, and Keyword (match type = Exact) in the Platform, with no brackets. Punctuation does not matter in the Platform; as long as the match type value matches the definition of the punctuation, then the negative keywords are in sync.

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