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# NegativeKeyword

A keyword exclusion that prevents ads from showing when a search query matches the excluded term.

```
object NegativeKeyword
```

## Discussion

A `NegativeKeyword` prevents ads from showing when a search query matches the excluded term.

- The `EXACT` match negatives block only searches that precisely match the term.
- The `BROAD` match negatives block a wider range of related queries.
- The `PHRASE` match negatives block Apple Maps searches that match the term and close variants.

Pausing a negative keyword (`status: PAUSED`) temporarily re-enables traffic from that term without permanently removing the exclusion. A `deleted` negative keyword is soft-deleted and excluded from serving but remains accessible in query results.

You can use fields marked **Filterable** in the dictionary keys as filter criteria in query endpoint requests. See [Calling the Apple Ads Platform API](/documentation/Apple-Ads-Platform-API/calling-apple-ads-platform-api) for details on constructing queries.

### Example

```json
{
  "id": 777888999,
  "adAccountId": 123456789,
  "campaignId": 444555666,
  "text": "free app",
  "matchType": "BROAD",
  "status": "ENABLED",
  "creationTime": "2025-01-10T08:00:00.000",
  "modificationTime": "2025-01-10T08:00:00.000",
  "deleted": false
}
```

## Topics

### Type Aliases

[`string NegativeKeyword.MatchType`](/documentation/Apple-Ads-Platform-API/NegativeKeyword/MatchType-data.typealias)

The matching behavior used to compare this negative keyword against user search queries.

[`string NegativeKeyword.Status`](/documentation/Apple-Ads-Platform-API/NegativeKeyword/Status-data.typealias)

Advertiser-configurable active state for this negative keyword.

---

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