---
title: Targeting Keywords and Negative Keywords
framework: Apple Ads
role: collectionGroup
role_heading: API Collection
path: apple_ads/targeting-keywords-and-negative-keywords
---

# Targeting Keywords and Negative Keywords

Apply relevant words or phrases that make your campaigns findable.

## Overview

Overview Ad groups use two keyword object types: targeting and negative. Use targeting keywords to show ads according to relevant search terms people might use to find your app. Use negative keywords with campaigns and ad groups to prevent ads from showing in App Store searches. See the Enable and Disable Search Match section of Ad Groups for details about how to automatically show ads for search terms relevant to your app. You can use up to 5000 targeting keywords and negative keywords per ad group, and up to 1000 keywords per API call. Keywords are case-insensitive.

## Topics

### Ad Group Targeting Keywords Endpoints

- [Create Targeting Keywords](apple_ads/create-targeting-keywords.md)
- [Find Targeting Keywords in a Campaign](apple_ads/find-targeting-keywords-in-a-campaign.md)
- [Get a Targeting Keyword in an Ad Group](apple_ads/get-a-targeting-keyword-in-an-ad-group.md)
- [Get All Targeting Keywords in an Ad Group](apple_ads/get-all-targeting-keywords-in-an-ad-group.md)
- [Update Targeting Keywords](apple_ads/update-targeting-keywords.md)
- [Delete Targeting Keywords](apple_ads/delete-targeting-keywords.md)
- [Delete a Targeting Keyword](apple_ads/delete-a-targeting-keyword.md)

### Campaign Negative Keywords Endpoints

- [Create Campaign Negative Keywords](apple_ads/create-campaign-negative-keywords.md)
- [Find Campaign Negative Keywords](apple_ads/find-campaign-negative-keywords.md)
- [Get a Campaign Negative Keyword](apple_ads/get-a-campaign-negative-keyword.md)
- [Get All Campaign Negative Keywords](apple_ads/get-all-campaign-negative-keywords.md)
- [Update Campaign Negative Keywords](apple_ads/update-campaign-negative-keywords.md)
- [Delete Campaign Negative Keywords](apple_ads/delete-campaign-negative-keywords.md)

### Ad Group Negative Keywords Endpoints

- [Create Ad Group Negative Keywords](apple_ads/create-ad-group-negative-keywords.md)
- [Find Ad Group Negative Keywords](apple_ads/find-ad-group-negative-keywords.md)
- [Get an Ad Group Negative Keyword](apple_ads/get-an-ad-group-negative-keyword.md)
- [Get All Ad Group Negative Keywords](apple_ads/get-all-ad-group-negative-keywords.md)
- [Update Ad Group Negative Keywords](apple_ads/update-ad-group-negative-keywords.md)
- [Delete Ad Group Negative Keywords](apple_ads/delete-ad-group-negative-keywords.md)

### Keywords Request and Response Objects

- [Keyword](apple_ads/keyword.md)
- [NegativeKeyword](apple_ads/negativekeyword.md)
- [KeywordResponse](apple_ads/keywordresponse.md)
- [KeywordListResponse](apple_ads/keywordlistresponse.md)
- [KeywordUpdateRequest](apple_ads/keywordupdaterequest.md)
- [NegativeKeywordResponse](apple_ads/negativekeywordresponse.md)
- [NegativeKeywordListResponse](apple_ads/negativekeywordlistresponse.md)

## See Also

### Campaigns

- [Campaigns](apple_ads/campaigns.md)
- [Budget Orders](apple_ads/budget-orders.md)
- [Ad Groups](apple_ads/ad-groups.md)
- [Search Geolocations](apple_ads/search-geolocations.md)