Negative keywords for Microsoft Ads, kept in step

Coming soon: connecting Microsoft Advertising accounts directly, for live reporting and approval-gated campaign changes. Everything else on this page works today.

Search query waste in Microsoft Advertising is easy to miss because the account gets less attention than Google Ads. The same irrelevant queries that you excluded in Google months ago can still be spending in Bing.

Upload a Microsoft Ads search query report and Markitech groups the waste, proposes negatives with the reason for each one, and compares them with your Google Ads negatives so both engines exclude the same waste.

How to do it

1. Pull search queries with spend and no conversions for the last 30 to 90 days.
2. Group them into themes such as jobs, free, competitor or irrelevant product.
3. Choose match types and levels: account-wide shared lists or campaign-level negatives.
4. Review the proposed negatives and add them in Microsoft Advertising.
5. Repeat monthly and mirror new Google Ads negatives into Microsoft Ads.

Common mistakes

• Adding broad negatives that block converting queries.
• Adding negatives one campaign at a time instead of using shared lists.
• Never comparing negative lists between Google and Microsoft.
• Reviewing queries only when CPA spikes.

Ask Markitech

Key terms

Approved by you, every time

Markitech proposes each change in chat and holds it until you approve. Nothing is published, created or changed in your accounts without that approval.

Part of the Microsoft Ads AI Agent guide.