How can you use negative targeting in Sponsored Display to improve ROI?

• A. Increase bids on all products
• B. Include every product regardless of performance
• C. Exclude poorly converting products or categories to focus impressions on higher-potential placements
• D. Target only competitors

Answer: (C)

Negative targeting in Sponsored Display helps you improve ROI by excluding underperforming products or categories, so your ads spend moves only on higher-potential placements. When you remove items that convert poorly, you reduce wasted spend and free budget to reach audiences and placements more likely to convert. This concentrates impressions where they can generate more sales, boosting metrics like return on ad spend and reducing cost per sale. You apply negative targets at the campaign or ad group level based on performance data—if certain products or categories consistently underperform, mark them as negatives to stop showing your ads there. This approach keeps your reach focused on the items that drive better results. In contrast, increasing bids across all products or including every item regardless of performance simply amplifies waste, while targeting only competitors narrows reach and can miss profitable opportunities.