[[campaigns.ad_groups]] entries, keeping them tightly scoped to the ad group they belong to. Negative keywords can be added at two levels — ad group or campaign — giving you precise control over which searches trigger (or skip) your ads.
Full Example
[[campaigns.ad_groups.keywords]]
Positive keywords that trigger ads in this ad group. An ad group should contain keywords that share a common theme so that your ad copy can speak directly to the search intent.
string
required
The keyword text. Do not include match type syntax characters (quotes or square brackets) in the text value — match type is controlled separately via the
match_type field.string
required
Controls how closely a user’s search query must match the keyword for the ad to be eligible to show.
string
default:"ENABLED"
Whether the keyword is active. Optional — omit it for an enabled keyword (Adjar only writes the field for paused ones, keeping the file terse).
Unlike
text and match_type (which are immutable — changing either recreates the keyword), status is patched in place, so a paused→enabled flip is a cheap update. This field applies to positive ad-group keywords only; campaign- and ad-group-level negatives ignore it.[[campaigns.ad_groups.negative_keywords]]
Negative keywords at the ad group level prevent ads in that specific ad group from showing on matching searches. Use ad-group-level negatives when you want to block a term for one ad group without affecting others in the same campaign (for example, when different ad groups handle different segments of your keyword space).
string
required
The keyword text to exclude from this ad group. As with positive keywords, do not include match type syntax in the text value.
string
required
How broadly this negative keyword blocks traffic for this ad group.
[[campaigns.negative_keywords]]
Negative keywords at the campaign level apply across every ad group in the campaign. Use campaign-level negatives for terms that are irrelevant to the entire campaign — for example, excluding a competitor’s brand name or a job-search intent keyword.
string
required
The keyword text to exclude across all ad groups in this campaign.
string
required
How broadly this negative keyword blocks traffic across the campaign.
Campaign vs. Ad Group Negatives
When you need a negative to apply everywhere, add it at the campaign level. When you need to carve out specific traffic for one ad group (for example, one ad group targets “enterprise” queries while another targets “SMB” queries), use ad-group-level negatives on each.
Match Type Behaviour
Adjar uses standard Google Ads match type semantics. Here is a quick reference:Related Pages
- Campaigns — campaign-level fields, budgets, and targeting
- Creatives — ads, headlines, and descriptions that live alongside keywords in ad groups
- Account Root — how campaign files are imported