Keyword targeting NE BROAD_MATCH vs. EQ NEGATIVE_KEYWORD


#1

What is the difference between NE BROAD_MATCH keyword targeting and EQ NEGATIVE_KEYWORD keyword targeting?

I need to advise traffickers on how best to exclude keywords for brand safety purposes. Should they use EQ NEGATIVE_KEYWORD and EQ NEGATIVE_KEYWORD_PHRASE? Or, should they use the NE operator with the other keyword targeting options? The effect we want is to prevent these campaigns from ever running in contexts where these keywords appear.


#2

Similarly… a user used the “import keywords” feature and wants to exclude certain keywords… so he entered “-keyword” (for example).

The targeting criteria that that creates is a UNORDERED_KEYWORD NE criteria, and is pulled down into our system that way. Is that significantly different from an EQ NEGATIVE_KEYWORD criteria?


#3

Thanks for the question, @chris_august7.

First, some context.

Possible keyword-based values include:

  • BROAD_KEYWORD
  • EXACT_KEYWORD
  • UNORDERED_KEYWORD
  • PHRASE_KEYWORD
  • NEGATIVE_EXACT_KEYWORD
  • NEGATIVE_UNORDERED_KEYWORD
  • NEGATIVE_PHRASE_KEYWORD

These can be used with both the POST accounts/:account_id/targeting_criteria and and PUT accounts/:account_id/targeting_criteria endpoints.

EQ and NE are operator_type-specific enums. The operator_type parameter is only available for the POST batch/accounts/:account_id/targeting_criteria endpoint. Because it’s possible to specify EQ or NE with this endpoint, the only supported targeting types are: BROAD_KEYWORD, EXACT_KEYWORD, UNORDERED_KEYWORD, and PHRASE_KEYWORD.

You can get the negative keyword targeting types as follows:

NEGATIVE_EXACT_KEYWORD = {"targeting_type":"EXACT_KEYWORD","operator_type":"NE"}
NEGATIVE_UNORDERED_KEYWORD = {"targeting_type":"UNORDERED_KEYWORD","operator_type":"NE"}
NEGATIVE_PHRASE_KEYWORD = {"targeting_type":"PHRASE_KEYWORD","operator_type":"NE"}

Hope this helps!


NEGATIVE_BEHAVIOR not supported on Batch Targeting Criteria Endpoint
#4

perfect. i’ll save this info away for later reference.