This article explains how to select keywords, match types, and assign bids.

Table of contents:

A note about match types 

If you created an Automatic campaign, the Keywords section is where you may be able to set Negative keywords for your campaign. Go directly to the Negative Keywords section below.

If you created a Manual campaign, the Keywords section is where you will be selecting and/or adding your own keywords and assigning bid values.  

Please be aware: Currently, Negative Keywords (exact match) are available for 1P Suppliers only.   

Note: As a best practice, we recommend grouping items with similar attributes when creating a keyword bidding campaign.  
  
When bidding on keywords, you have three match type options to bid on: 

For each match type, you can assign different bid values. Keep in mind that the bid value you have entered is the amount you are willing to spend for someone clicking on your ad.  
  
Note: Bids must be less than $100 with no more than two decimal places. 

Using Suggested keywords 

In the Suggested Keywords tab, you are given a list of up to 220 keywords to select from based on relevancy to the items in your ad group. For live ad groups, our platform also automatically identifies new keyword opportunities that have the potential to help increase product visibility and boost sales based on the analysis of campaign performance reports. Performance-based keyword suggestions will surface to the top of the list for eligible live ad groups.  

Click Add next to each keyword and match type to add to Selected Keywords OR check the boxes next to the keywords, click on Add Keywords and choose the match type. 
  
In addition, you can also use the Download icon to download the list of Suggested Keywords, Selected Keywords or the CSV template.  

Using Additional keywords 

In the Additional Keywords tab, you can add your own keywords to target. Use this section to add and bid on keywords not mentioned in the  Suggested Keywords section. You can add additional keywords in two ways: 

• Through the text box, using one keyword per line and up to 100 keywords at a time.  
• Once you have added all your keywords, click on the Add Keywords  button. 
• Select the match types from the list below the text box and click  Add  to move to the Selected Keywords section. 

 OR 

• Using a CSV file upload: 
  • First download the template by clicking the Download icon and selecting Template, then click the Download CSV button. 
  • In the template file, enter the keywords you want to bid on, and bid values for the match types you wish to target. 

• If you wish to enable the keyword and match type, enter "Enabled" in the Status column or leave it blank. If you wish to disable a keyword and match type, enter "Disabled" in the Status column.  
• Save your CSV file and click on the Upload icon and choose your file.  

When using the Additional Keywords tab, there are a few other things to consider: 

• 80 characters max per keyword (including spaces) 
• A full string of special character keywords is not allowed: Examples — #!%&@, $$$$$$ 
• The system will convert all your keywords into normalized keywords: For example, if you add "gift cards," "gift cardz," and "gyft cards," the keywords will be normalized to "gift card." 

Note: If you used the CSV upload, the bid values you entered will already be applied. If you add multiple keywords that were normalized to the same keyword, we will select the highest bid value from each match type from all the raw keywords associated with the normalized keyword.  
  
All added keywords, match types and bids are added to Selected Keywords.  
  
In Selected Keywords, you can review and update the keywords you have added from both Suggested Keywords and Additional Keywords.  
  
Note: A maximum of 1,000 keyword match type combinations are allowed per ad group.  
  
To update a bid value, enter the new bid value in the text box under the Bid column. Use the Status toggle to enable or disable a keyword. The status of each added keyword is enabled by default. 

• You can edit keywords in bulk by selecting the checkboxes and clicking Select actions.  
• Choose Select actions from the dropdown menu to pause status, unpause status, enter new bid or apply suggested bid. 

*For illustration purposes only. May not represent the bids available on the Canadian version of the platform. 

• Click Next to select the match type(s) you wish to apply the bulk edit to, then click Apply changes. 

Using Negative Keywords

Negative keywords are terms you add to your advertising campaigns to prevent your ads from appearing for specific search queries. This helps you avoid irrelevant clicks and reduce wasted ad spend. Unlike regular keywords, which trigger your ads, negative keywords block your ads from showing for unwanted searches.

Why Use Negative Keywords?

• Eliminate Irrelevant Traffic: Review your campaign data to find search terms that generate clicks but don’t lead to conversions.
• Improve ROI: By excluding these terms, you ensure your ads reach a more relevant audience, maximizing your advertising budget.

Example:

If you sell running shoes, you might add negative keywords like “sandals”, “used”, “kids”, or “boots” to prevent your ads from showing for those unrelated searches.

Important: Use Negative Keywords Strategically

Negative keywords are helpful for refining your audience and reducing wasted spend. However, using too many or being overly restrictive can limit your ad exposure and cause you to miss valuable customer opportunities.

Tip: Regularly review your negative keyword list and campaign performance data to ensure you’re not excluding relevant search terms. Start with a targeted list and adjust as you gather more insights.

Saving your ad group and starting your campaign 

Once you have added all your keywords and adjusted all your bids, you will need to save your ad group by clicking on the Save button in the top right corner of the page.  

Once you are satisfied with the setup of your campaign, click Launch Campaign.