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How to Add Negative Keywords in Target Chain Store Advertising Campaigns Using Criteo Retail Media Platform

In this article covers how to add negative keywords to a Target Chain Store advertising campaign using the Criteo Retail Media platform. We will explain the process of setting up a campaign and selecting the keywords you want to target, and how to add negative keywords to refine your audience, maximize your spend and efficiency, and protect your campaigns from wasted spend on irrelevant clicks.

Overview of Criteo Retail Media Platform

Criteo Retail Media is the platform of brand advertisements within the ecommerce sites and mobile applications of retailers. The shopper searches or browses a product category on a retailer’s website. Criteo’s algorithm determines the best SKU to serve in the sponsored ad. 

Target Chain Store Campaign Negative Keywords: What Are They?

Negative keywords are used to prevent your ads from showing to people who are actively searching queries unrelated to the services or products you provide. In turn, 

giving your business the opportunity to reach the best potential audience whilst efficiently spending your campaign budget and avoiding wasting money on clicks that just won’t convert.

The key to success with paid campaigns is knowing exactly who you’re targeting to ultimately maximize CTR and conversions. Your goal should be to target relevant keywords as well as refining the keywords you’re bidding on to increase relevance and ROI.

Why You Should Be Using Negative Keywords in Target Chain Store Campaign?

Two things that negative keywords prevent are wasted ad spend and lower product (or website) ranking. In the case of Target Chain Store Advertising the last thing you want is a significant number of customers clicking on your product’s ad, browsing through it, and realizing that it’s not what they were looking for.

This leads to 2 things:

  • Unnecessary costs since your clicks didn’t convert
  • Criteo’s algorithm ranking your product lower on SERP since the traffic driven to your detail pages didn’t drive sales conversions

Steps to Add Negative Keywords in Target Chain Store Campaign

Building Your Negative Keywords List on Target Chain Store Advertising Campaigns When creating your negative keywords list on Criteo Retail Media Platform, simply pull up the Criteo Search Term Report.

  • Log into your Criteo Retail Media Seller Central account
  • Click on ‘Analytics’ at the top of the page
  • Then click on ‘Open Auction Activity’ and at the same time also click ‘Breakdown by Keyword’.
  • Adjust your report date settings then click ‘Export’.

Criteo Reporting Analysis Page

Image Keyword: “Criteo Reporting Analysis Page for Target Chain Store Advertising”

Image Keyword: Criteo Reporting Analysis Page for Target Chain Store Advertising

Adding Negative Keywords to Your Target Chain Store Campaign

On Campaign Manager, click the name of the desired campaign, then click ‘Line item’ from the left menu bar then search the desired name of the line item, after that enter onto the line item and  ‘Add Negative Keywords’.

Next, you’ll choose whether you want the terms to be Negative Phrase Match or Negative Exact Match. Once you’ve added negative keywords, click on Continue to save step 2 of your line item workflow and continue to the next steps. Confirm that the line item is set up the way you want, click on the Launch button, and the line item will be created/adjusted.

Image Keyword: “Adding Negative Keywords for Target Chain Store Advertising”

Best Practices for Using Negative Keywords

1. Avoid Too Many Keywords

List stuffing’ or including too many negative keywords in your list can do more harm than good. Having a long negative keywords list puts you at risk of limiting the scope of the product search results, meaning fewer people are likely to see your ad.

2. Closely Check Performance after Adding Negative Keywords

Just as you would with traditional keywords, regularly monitor your existing list of negative keywords to ensure you’re not accidentally redirecting traffic from your listings and blocking potential customers.

Moreover, make sure you’ve monitored and gathered enough data before adding negative keywords to your campaign. Run an automatic PPC campaign first for the first few weeks. From there, you can figure out which of your keywords are irrelevant to your target audience and aren’t converting as much.

3. Understanding Match Types Know-how

To give you more control over what search terms you show up for, negative keywords can be further classified into broad, phrase, or exact match types.

  • Broad — prevents ads from showing up for searches that include every term (in any order) of your keyword. Your ad can also still show up for searches that contain a term within your keyword.
  • Exact — prevents ads from showing up for searches that include your exact keyword as it is, with no variations or additional words.

Benefits of Adding Negative Keywords

It’s probably fair to assume that every business’s objective is to generate conversions and actively build the number of paying customers. 

Negative keywords help tremendously in this instance by not only tightening the relevance of your ad groups, so that one ad speaks to an entire set of keywords, but also increasing the chances of people clicking on your ad and actually converting.

It’s all very well throwing a budget at your paid campaigns but, ultimately, it’s the conversions that count and that pave the way to a successful ROI.

Negative keywords can help to improve CTR which ensures your ads only run against relevant queries, exposing your account to more interesting impressions, reducing the number of wasted clicks, in turn increasing the proportion of high-quality, relevant users that click on your ad. 

Not only does this save your business money but also improves your ROAS (Return On Ad Spend), ensuring that advertising expenditure is focused in the right place and on the right people.


Building a negative keyword list is essential to your Target Chain Store ad campaign and your eCommerce site on Google search. They will benefit from targeted advertising through improved CTR and more relevant ad groups. The advantages of having a negative keywords list are better allocation of the brand’s budget and potentially more revenue later on.
To learn more about Target Store Advertising metrics for success in your Criteo Retail Media Platform campaigns, you can email us your queries through this email:

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