Apply relevant words or phrases that make your campaigns findable.
Ad groups use two keyword object types:
negative. Use targeting keywords with ad groups to show ads based on relevant search terms people would use to find your app. Use negative keywords with both campaigns and ad groups to prevent ads from showing in App Store searches.
See Enable and Disable Search Match to automatically show ads on search terms relevant to your app. You can use up to 5000 keywords for targeting and negative keywords. Both are case insensitive. As a best practice for performance, you can use up to 1000 keywords per API call.