August 5, 2022

How to Create a Negative Keyword List in Google Ads

Check out our Guide on How to Create a Negative Keyword List in Google Ads

VIDEO: Learn how to Create a Negative Keyword List in Google Ads and tune in to the correct audience.

Prevent your ad from being triggered by a certain word or phrase by creating a negative keyword list in Google Ads.

Learn here how to stop wasting money on bad clicks! Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your audience. This is why it is important to create a negative keyword list in Google Ads.

Negative keywords are one of the most important, but underlooked, settings in AdWords. They allow you to exclude your ads from showing up for similar, but unrelated, searches. As an AdWords Expert, and founder of Momentum Digital Marketing Agency, I want to teach you how important and easy it is to create a negative keyword list.

They are considered one of the keyword match types, but they match differently than their regular counterparts.

Better targeting can put your ad in front of the right customers and increase your ROI.

If the search has nothing to do with your business, the terms should become negative keywords.
To build a negative keyword list, you’ll want to think of words that you don’t want triggering your ads.

Step 1. Create Google Ads Account or Login

  • Go to the “Overview” page on your Google Ads account
  • The “Overview” in Google Ads is your home page, and there is a menu to the left.
  • Select “keywords” from the list on the left side of the screen to add or edit lists.

Step 2. Navigate to Keywords and select "Negative Keywords"

  • After selecting “Keywords”, select “Negative Keywords” from the drop-down menu
  • According to Google, “When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types.”
  • Negative Keywords help by better targeting relevant terms that potential buyers are searching for, and excluding words that will not provide good leads.
  • From “Negative Keywords”, you can edit, view, and create lists of related negative keywords so they don’t trigger your ads
3. Create and name new list or select existing list
  • Creating a negative keyword list in Google Ads can greatly improve your ROI and provide better leads
  • Select the blue plus sign to create a new negative keyword list, or click on a list (if one is already created) to edit
  • Name your negative keyword list
  • Click on the plus sign again to add irrelevant terms you wish to exclude from searches that trigger your ads.
  • Add more lists to categorize your negative keywords and use in Google Ads campaigns
4. Add negative keywords

There are various good examples of terms to add in negative keyword lists. Think about words that have nothing to do with your business or are searched for users looking for sa service you do not provide, another brands or locations.

Here are some ideas for negative keyword lists:

    • Brands
    • Competitors
    • Research Terms
    • Non-converting terms
    • Bad terms
    • Irrelevant keywords

5. Go to existing campaigns

You can also create a negative keyword list in Google Ads by reviewing the search terms already triggering your ads.

  • Review the list of search terms
  • Search for keywords that are irrelevant to your business, like competitors.
  • You will be able to add terms directly from here, to your negative keyword list.

6. Choose Keywords and select Search Terms

Scroll down and select on the left checkbox all the terms you wish to add to a negative keyword list.

7. Review all search terms for bad keywords

8. Highlight bad keywords

Some good example to select as negative keywords include:

  • Brands
  • Competitors
  • Research Terms
  • Non-converting terms
  • Bad terms
  • Irrelevant keywords

9. ADD them as negative keywords

Add the term by creating a new list or adding to an existing list.

10. Repeat this process weekly

Call or contact us if you want Momentum to set up Google Ads to promote your business.

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“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”