Google Product Listing Ads and Product Targets, a new bidding and targeting technology feature allows you to bucket the items in your merchant center account into manageable groups, and to bid differently on those groups based on a number of attributes like brand and product type.
To help you improve your performance with Product Listing Ads even further. Google today launched a new features "negative keywords" to all U.S. advertisers.
Negative keywords for Product Listing Ads work just like they do with normal text-based search ads. Adding a negative keyword to your ad group or campaign means that your product listing ads won't show for search queries containing that term.
"Using negative keywords, you can limit the chances that your ads will show on unrelated, or low value queries. For e.g., if you sell sheet sets, but you don't carry twin sizes, you can add the negative keyword [-twin] to your Ad Group and your Product Listing Ads won't show for any queries that contain the word [twin]," explains Google.
You can also manage negative keywords across multiple campaigns using the negative keyword list feature.