Bing Ads negative keywords for Microsoft Advertising
Bing Ads negative keywords are exclusions in Microsoft Advertising, the platform's current name. Microsoft supports negative phrase and negative exact match, and NegativeKeywords reviews its reported queries on Growth and above with recommendations that respect those rules.
Phrase and exact are the available negative keyword match types
A Microsoft negative phrase blocks a search that contains the same words in the same order, with additional words allowed around the phrase. Negative exact blocks only the matching query without additional words. Microsoft Advertising does not support negative broad match, even though broad match exists for positive keywords.
For a store selling new running shoes, the phrase used running shoes can remove an unwanted category of intent. An exact negative for running shoes repair removes that specific query while leaving longer searches eligible. The choice depends on whether the whole phrase is consistently irrelevant.
| Negative type | Negative | Blocked query | Query still eligible |
|---|---|---|---|
| Phrase | "used running shoes" | buy used running shoes | used shoes for running |
| Exact | [running shoes repair] | running shoes repair | running shoes repair kit |
| Broad | Unsupported | Choose phrase or exact | Recheck imported rules |
Microsoft negatives do not match close variants. Plurals, misspellings and alternative forms need separate review. The negative keyword match types guide helps you distinguish supported Microsoft behavior from Google rules.
Keep ad group and campaign exclusions deliberate
Use an ad group negative for intent that belongs elsewhere in the campaign. Use campaign scope for searches the entire campaign should avoid. A campaign-level entry affects all its ad groups, so a word that is irrelevant to one product can remove a useful route to another.
Microsoft also provides account-level negative keyword controls for supported inventory. Reserve account scope for universal exclusions within that account, and verify the supported campaign types in the platform before applying them. An account-wide rule should survive a review against every offer you advertise there.
Shared negative keyword lists are reusable sets associated with eligible campaigns. Their reach follows the campaign associations you configure. A list sitting in the shared library does not protect a campaign until it is applied. Keep account-level negatives distinct from campaign-attached lists when documenting the account's exclusion structure.
Check negative keywords after importing from Google Ads
Importing saves setup work, but it does not make the platforms equivalent. Microsoft handles imported Google negative broad keywords as phrase negatives. That changes coverage because phrase requires the words in order, while Google negative broad can block them in any order.
Review the import results and destination account after each import. Confirm which negative entries, shared lists and associations transferred. Recheck account-level exclusions separately rather than assuming that an account setting follows campaign data. Inspect warnings and skipped items before considering the migration complete.
- Compare negative text and match types with the source account.
- Inspect list contents and the campaigns each list reaches.
- Review destination campaign and ad group mappings after renaming.
- Check account-level rules in Microsoft Advertising itself.
- Review scheduled import settings so later imports do not reverse local decisions.
The Google Ads negative keywords guide provides the source-side mechanics. Use those rules to identify changes in behavior, then judge the imported Microsoft configuration on its own terms.
Read the search terms report before widening an exclusion
Start with reported search terms, clicks, cost and conversions. Compare each query with the account's actual offer and location coverage. A wrong location is only wrong if the business cannot serve it. A support query is only unwanted if the advertiser does not provide that support.
Look at the surrounding queries before replacing several exact exclusions with one phrase. A shared modifier such as course can signal unwanted education research for a service business, but it can describe the main product for a training advertiser. Recent cost alone does not settle that question.
Allow for conversion reporting delays and the terms Microsoft makes available. Low recent conversions can prompt investigation without justifying a negative. The search terms report guide shows how to keep the query, performance evidence and intent decision together during review.
Review Microsoft Advertising queries with Google and Amazon
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NegativeKeywords connects through OAuth and sweeps Microsoft Advertising search-term reports daily on Growth. Agency sweeps every 6 hours and Enterprise hourly. It classifies irrelevant intent groups and gives a reason for every flagged query, then recommends negative phrase or exact and a supported destination.
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The conflict check prevents recommendations that block active keywords, products or converting queries in the reviewed data. Review proposals in the approval queue or use autopilot rules you set. Every added negative has an audit log entry and one-click undo, so the decision remains traceable after application.
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Email and Slack alerts surface new expensive junk queries. The dashboard separates flagged spend from blocked spend and shows trends. Export a Microsoft Advertising Editor CSV for an Editor-based workflow, keeping match types and destination mappings intact when reviewing the import.
Microsoft Advertising starts with Growth
Growth costs 149 USD per month, or 74 USD per month billed yearly at 888 USD. It includes Google Ads, Microsoft Advertising and Amazon Ads, 5 ad accounts, up to 75 000 USD in covered monthly ad spend and 3 team seats. Daily sweeps, shared lists across accounts and autopilot rules are included.
Agency costs 499 USD per month, or 249 USD per month billed yearly at 2 988 USD. It covers 50 ad accounts and up to 500 000 USD in monthly ad spend, with 15 seats, roles and white-label reports. Enterprise costs 999 USD per month, or 499 USD per month billed yearly, with unlimited accounts and covered spend. Starter covers Google Ads only. Compare PPC software pricing against both account count and spend before subscribing.
Inspect Microsoft search terms in the browser demo
Paste a CSV or TSV with search term, clicks, cost and conversions, describe your offer and choose Microsoft Ads in the network selector. You can also choose a ready dataset. The report stays in your browser, is never stored and requires no card. The first 8 negatives are visible on the analysis page, with the rest unlocked after account creation. Use the recommendations to assess the review workflow before choosing Growth or above.