About negative keyword match types

There are three different negative keyword match types you can use to target the right audience when creating your campaigns in TikTok Ads Manager: Exact match, Phrase match, and Broad match. Negative keywords are meant to prevent your ads from appearing next to irrelevant or unsuitable queries for your campaigns.

It's important to consider wording variants when entering in Negative Keywords.

• Negative keywords don’t block singular/plural forms, misspellings, and synonyms — each variation must be added separately.

• Capitalization is an exception; all casing variations are blocked once a keyword is added as a Negative Keyword.

For example, if "brown cat" is added as an exact-match Negative Keyword, a search for "brown cat" will be blocked, but "brown kat" or "brown cats" will still show.

When properly implemented, Negative Keywords allow you to achieve optimal performance while maintaining brand suitability on TikTok.

Broad Match

Use when: You want to block searches that contain all of your blocked words, even if they appear in a different order, and if other words are present.

Blocking level: High

Blocking occurs when: the search contains every word in your negative keyword, in any order, and can include extra words.

Example: brown cat

Phrase Match

Use when: You want to block searches containing your keyword phrase in the exact order you specify, even if other words appear before or after.

Blocking level: Medium

Blocking occurs when: the search contains your phrase in the same order. Extra words can appear before or after, but not inside the phrase.

Example: brown cat

Exact Match

Use when: You only want to block a search if it exactly matches your keyword.

Blocking level: Low

Blocking occurs when: the search is the exact same as inputted keyword, with no extra words, and no order changes.

Example: brown cat