What can you do to help prevent Standard Shopping ads from appearing when you don't want them to?

To refine the targeting of a Standard Shopping campaign and exclude irrelevant traffic, you must add negative keywords in the campaign level of the Google Ads interface. Unlike search campaigns where you bid on specific keywords, Shopping ads use your product data to determine relevance, meaning negative keywords are the primary tool available to prevent your ads from appearing for specific queries that do not align with your products or goals. While the product feed and Merchant Center house the raw data used for matching, they do not support the exclusion of search terms; therefore, implementing these negatives directly within the campaign settings ensures your budget is preserved for high-quality, high-intent shoppers.