By using the Cross-group negatives function, you’ll avoid any crossover between groups and optimize your campaign. The function automatically adds specific negatives to the groups in order to avoid any cross-group duplicates.

One of the worst mistakes marketers make when running their campaigns is setting up ad groups with broad match keywords that inadvertently trigger the wrong ad on the results page. If you have similar broad match keywords in different ad groups, you may expect one ad to show, but ASA shows another ad instead.

If you don’t have negative keywords set up on your ad groups, then ASA won’t know exactly which ad from your campaign you wanted to show in the results. While your ads compete against each other, you waste your budget.

The best way to avoid “ad-poaching” in your campaign is with efficient negative keywords across your ad groups. These are called “cross-group negatives.”
For example, if you have the following broad match keywords set up in ad groups like the table below, you could see your ads from Ad group A competing with ads from Ad group B or Ad group C.

After you have your groups set up, all you have to do is click on the “Cross-group negatives” button and the tool will automatically generate negative keywords to each of your groups.

In addition to generating cross-group negatives from keywords, you can also generate negatives from negative keywords between groups.