Google AdWords Negative Keyword Lists

I’ve long been an exponent of using negative keywords in your Pay per Click (PPC) campaigns, particularly if using Google AdWords.

In January 2011, Google announced a big time saver for AdWords users – Negative Keyword Lists. This is a way of saving generic negative keywords* so you can re-use time and time again. A real time saver and encouraging that Google is helping advertisers with one of the most effective ways to improve an AdWords account.

In case you are fairly new to Google AdWords, a negative keyword is a keyword or phrase that you can add to your account to prevent your advert being shown when that keyword forms part of the search query. This can help prevent wasted clicks (budget) and improve your click through rate (CTR). They are one of the most valuable resources when looking to improve an AdWords account.

To access negative keyword lists, go to:

Campaigns > Shared Library > Campaign negative keywords
(bottom left hand corner)

If you want a helping hand with your generic lists, here are some useful resources to give you a head start:

  1. 200+ Negative Keywords to Consider for B2B PPC
  2. A Free Resource to Negative Nirvana
  3. Five Ways to Build and Expand Your Negative Keyword Lists Today

Be prepared to have multiple lists for ease of management. For example, you may want to create a list of negative locations for your business. We find keeping single keywords and phrases separate useful too as this can be helpful if ever doing an audit of the negative keywords in your account.

Read our guide to AdWords keyword match types for further explanation or watch our AdWords tutorial videos for an overview.

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