Does Negative Keyword Type Affect Match Level on Amazon?
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Quick answer
Negative keyword match types—broad, phrase, and exact—function identically whether added at the campaign or ad group level in Amazon Ads. The primary impact lies in the scope: setting a negative keyword at the campaign level excludes it across all ad groups, while ad group negatives apply only to specific ad groups. Choosing the correct level ensures more precise control over where exclusions take effect.
When organizing negative keywords in your Amazon advertising account, understanding how match types and placement levels interact can help you better control which searches are blocked. Let’s clarify how these settings work together.
How Negative Keyword Match Types Work
Amazon supports three negative keyword match types: broad, phrase, and exact. These dictate how closely a shopper’s search must align in order to block your ad. Regardless of whether you add them at the campaign or ad group level, these match types behave consistently and match against shopper queries in the same way.
Choosing Campaign vs. Ad Group Level
The level at which you set a negative keyword determines its coverage. A campaign-level negative excludes the searched term from all ad groups within that campaign, useful when a term is irrelevant for your entire product range. An ad group-level negative only affects its specific ad group, allowing for granular control if only certain products or ads need the exclusion.
When Match Type and Level Selection Matters
Choosing the right combination matters most when optimizing spend and relevance. If a term wastes budget across many ad groups, campaign-level is more efficient. For detailed control, use ad group-level negatives, especially when some products may still be a fit for the search term. For a practical workflow, tools like the Amazon Negative Keyword Tool by Todoza help you identify where and how to apply negatives based on performance data.
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Related guides
While negative keyword match types themselves don’t change based on where you add them, selecting the appropriate campaign or ad group level shapes the reach of your exclusions. For deeper strategy insights, explore our main guide on choosing between campaign-level and ad group-level negative keywords on Amazon.