Bing recently announced two changes to its system’s handling of negative keywords.
The first is good news: advertisers can now use exact match keywords to better control their ad service. This can help ensure you limit ads from serving to specific irrelevant phrases, and it also can be used to tightly control which ad serves when more than one ad is eligible. We welcome this advance in campaign refinement capabilities from Bing.
The second will affect far fewer advertisers: the end of keyword level negatives. While keyword-level negatives are not often used by advertisers, it offers a moment to refresh our understanding of how Bing uses negatives at different account levels. Negatives can be assigned at the Campaign and Ad Group level. If you assign the negative “free” to a campaign, and then the negative “custom” to an ad group, Bing will only utilize the ad group assigned negative term “custom”. Bing replaces the campaign level negative with the ad group level. Confusing, and if not understood it is possible to essentially disable all your negatives by assigning one at a lower level. If you have 25 negatives assigned to a campaign and then add one negative to an ad group, Bing will disregard all 25 and replace it with just the one for the ad group.