Home / TIPS & TRICKS / Fundamental tips for building keyword lists

Fundamental tips for building keyword lists

Fundamental tips for building keyword lists

Introduction

Choosing the right keyword list for the campaign can help you show your ads to the right customers. Your keywords must match the terms that potential customers will use to find your product or service. Learn more about adding, editing and deleting keywords.

This article explains some fundamental ways in which you can start building a good keyword list.

Building-Keyword-List

Think like a customer when you create your list

Write down the main categories of your business, and then write down the terms or phrases that may be in each of those categories. Include keywords or phrases that customers will use to describe your product or service.

For example:

If you sell men’s athletic footwear, you might start off with some fundamental categories that customers would use, such as “men’s sports shoes.” You can also add “tennis played shoes for men” or “men’s tennis shoes” if you find these terms common to your product. Expand your list further by including your brand name and product name.

Select specific keywords to target specific customers

Select more specific keywords that are directly related to the topic of the ad if you want to target customers who may be interested in a particular product. Using more specific keywords would mean that your advertisement only appears for terms that apply to your business. However, keep in mind that if the keyword is too specific, you might not reach as many people as you want.

For example:

If you sell men’s athletic footwear, you can choose specific keywords like “men’s basketball shoes,” a type of shoe you offer. By this way, for example, your ad would be eligible to appear when someone searches for these types of shoes or visits a basketball website.

Select general keywords to reach more people

Select more common keywords if you want to reach as many people as possible. Please, keep in mind that you may find it difficult to reach potential customers when adding keywords that are too general because your advertising might appear for searches that are not always related to your business. In addition, more general keywords may be more competitive and may require higher bid amounts.

Try out general keywords, and then decide which ones give you better results. No matter how general your keywords are, they must always be relevant to your ad and website. However, you should avoid using duplicate keywords in your account because Google shows only one ad per advertiser on a particular keyword.

For example:

If you have a large shoe store, you can choose a general keyword like “shoes”. In this way, for example, your ad will be eligible to appear when someone searches for a variety of shoes or visits a website for fashion.

Group similar keywords into ad groups

To show more relevant ads to potential customers, try grouping your keywords and ads into ad groups based on other products, services, or categories.

If instead of grouping keywords into multiple ad groups, you add all the keywords and ads into one ad group, customers searching for “women’s heels” might see your ad for “pants shoes Men’s racket “.

For example:

If you own a shoe store, you could create 2 ad groups: 1 for running shoes and 1 for high heels. The ad group for running shoes may include ads with keywords like “running shoes”. Your ad groups for high heels could include keywords like “high heels” and “dress shoes.”

That way, potential customers may see your ad about high heels when they search for “high heels” – not when they search for “running shoes”.

Choose the right number of keywords

We highly recommend you using 5-20 keywords per ad group. However, you could have more than 20 keywords in an ad group if you want. Let’s remember, each ad group needs to contain keywords that are directly related to its topic.

Your keywords will automatically match with variations, such as possible spelling errors or plural versions. So you do not need these additional variants.

For example:

If your ad group contains the broad match keyword “tennis shoes” your ad may be eligible to appear when someone searches for that keyword or any variation of this keyword, for example like “buy tennis shoes”, “running shoes” or “tennis shoes”.

Select keywords related to websites or applications that your customers see

On the Display Network, your keywords allow your ads to show on appropriate websites or apps. Choose keywords that are related to each other and are relevant to the content your customers browse.

For apps, Google Ads can expand the range of keywords to match ads to more relevant search terms. Learn more about in-app advertising.

Because your ad is matched to related websites by using your keywords, all keywords used for Display Network campaigns are considered the broad match. You can refine your keywords by excluding certain keywords from ad groups targeting the Display Network.

For example:

Imagine that you create a keyword list that includes phrases related to boots. Sites about boots will be keyword targeted following your list. You can also exclude the terms “skiing” and “snowboarding” to prevent your ad from appearing on sites about winter sports.

Optimize your keyword list

You’ve already created a keyword list, and now you’d like some tips on how to make it perform better.

This article explains some advanced ways you can optimize your keyword list.

Find new keywords with the Keyword Planner

When building a Search Network campaign, get keyword ideas and estimate traffic for those keywords with the Keyword Planner.

This tool will show you how a list of keywords might perform and the average number of times people searched for those terms. Use this information to decide which keywords might increase clicks on your and increase awareness of your product.

For example

If you enter the phrase “running shoes” into Keyword Planner, this tool can show you additional keywords “discount running shoes” or “motion control running shoes” to consider. For each keyword idea, you’ll get statistics showing how competitive the keyword is and the average number of times people searched for that term worldwide.

Improve your clickthrough rate with negative keywords

In some cases, you’ll want to prevent your ad from showing for terms that aren’t relevant to your product or service. Try adding negative keywords to help you reduce costs and make your ad appear only for the search terms you want.

For example

Let’s say the running shoe store you own only sells men’s shoes. You might consider adding “women” and “girls” as negative keywords to prevent your ad from showing when people search for women’s shoes or girls’ shoes.

Use the search terms report

The search terms report gives you information on what people were searching for when they saw your ad and clicked it. This information can help you remove poorly performing keywords or add new keywords. You can also use the search terms report to help you identify negative keywords.

Use keyword match types to better control who will see your ads

Keyword match types give you greater control over who sees your ads.

For example, with the exact match option, you can specify an exact keyword, which also includes close variations of that keyword such as misspellings, plural forms, abbreviations, reordered words, and other variations with the same meaning. For details, see exact match: Definition.

Another is phrase match, which allows you to target an exact phrase. Phrases must appear in search terms, but additional words might appear before or after.

Example

If you want to show your ad only to people interested in buying men’s running shoes, you might want to add a term like “men’s running shoes” as an exact match keyword.

By this way, your ad will be eligible to show when people search for that exact term or a close variation such as “running shoes for men.” Your ad won’t show when people search for terms like “best running shoes for men” because that phrase includes the term “best,” which isn’t an exact part of your keyword or close variations of it.

Edit keywords

You can try improving your keywords by changing the match type, keyword bids, and more. For example, you can increase bids for keywords that are performing well and decrease bids for keywords that don’t convert into sales. You can help increase revenue and reduce costs by adding, changing or deleting keywords and by changing keyword match types, bids, etc. For example, let’s say your campaign has been running for a while and performance data shows that some of your keywords are performing better than others.

It is important to remember that when you edit a keyword, you delete the original keyword and create a new one. Additionally, the statistics your keyword has accumulated will be reset to zero.

This article shows you how to edit or delete keywords. You can also learn more about keywords and how to Add Keywords.

Instructions

Sign in to your Google Ads account.

Click Keywords in the page menu on the left, then click Search keywords or Display/Video keywords along the top.

Find the keyword you want to edit.

  1. To edit the keyword itself:
      1. Click the pencil icon next to the keyword.
      2. Make your edits, and click Save.
  2. To make other changes:
      1. Check the box next to the keywords you want to edit.
      2. Click Edit, then select an option from the menu.

For changes other than enabling, pausing, or removing keywords: make your changes, then click Apply. You can also click Preview to see your changes before applying them.

Select the keyword you wish to edit.

Click the Edit drop-down list and select what you want to edit.

If you are running a Search campaign and want to select a new match category, click the  icon next to the keyword.

If you want to change the bid, click the pencil button  next to the amount in the “Max. CPC” column.

If you’re using automated bidding, your bids are automatically optimized and the “Max. CPC” column won’t have a pencil button.

Edit keywords in bulk

You can make bulk changes to your keywords by using tools such as Google Ads Editor or Google Ads API (Google Ads API (AdWords API)), or by using the Edit menu.

Google Ads Editor

You can use Google Ads Editor, a free downloadable application for managing your account, to make bulk changes to your keywords. The process is simple: download your account, make your changes, and then upload your revised campaigns when the changes are finalized.

Google Ads API (Google Ads API (AdWords API))

You can use Google Ads API (Google Ads API (AdWords API)) (Application Programming Interface), a tool that lets developers build applications that directly interact with the Google Ads server. If your account is larger or complex, these applications can help you manage your account more efficiently.

Edit menu

You can save time by using the Edit menu to make multiple edits to several keywords at the same time.

1/ Sign in to your Google Ads account.

2/ Click the campaign containing the keywords you want to edit.

3/ Click Keywords.

4/ Select the keyword you wish to edit.

5/ Click the Edit drop-down list and select what you want to edit.

Add keywords

Adding the right keywords helps you show your ads to the customers you want, when you want.

This article shows you how to add keywords to your ad groups for Search or Display/video campaigns. You may want to begin by learning more About keywords.

Choosing match types for Search campaign keywords

When you add a keyword to ad groups for search campaigns, you can choose the match type you want by entering the keyword in one of the following formats.

  • For broad match, enter keywords with no formatting (for example, women’s hats)
  • For broad match modifier, enter keywords with a + before the modified terms (for example, +women’s +hats)
  • For phrase match, enter keywords in quotations (for example, “women’s hats”)
  • For exact match, enter keywords in brackets (for example, [women’s hats])

You should use broader matching options (broad match modifier and broad match options) and more targeted match types (phrase match and exact match) to provide shows you the right traffic for valuable words or phrases. By layering broader match types with Smart Bidding, you can increase the volume of relevant queries while achieving your goals. Learn more About Smart Bidding.

Using symbols in keywords

You can use two symbols, ampersands (&) and accent marks (á), in your keywords. Keywords with these symbols are considered two different keywords, like sidewalk cafe and sidewalk café.

Here are some of the symbols that our system doesn’t recognize:

  • Ignored symbols: You can add periods (.) to your keywords, but these symbols will be ignored. That means the keywords Fifth Ave. and Fifth Ave, for example, are considered identical keywords.
  • Invalid symbols: You’ll see an error message if you add keywords that contain certain symbols. Some of the symbols that can’t be used in your keywords are: , ! @ % ^ () = {} ; ~ ` <> ? \ |. Asterisks (*) can only be added to negative keywords.
  • ‘+’ symbol: +’s at the beginning of a keyword are ignored (except for enabling BMM). If you add pluses (+) in other positions in your keywords they will usually be ignored (for example “blue+car”), however in some cases if a + is at the end of a word (for example “C++”) it will not be ignored.
  • ‘-‘ symbol: While the minus (-) operator is ignored for matching, it does impact how terms in keywords are matched. Adding a ‘-’ to the front of a term in the keyword will cause this term to be ignored for keyword matching. For example, if you have a negative keyword “dark -chocolate”, it’ll be considered the same as just “dark”. Spacing also matters. If the ‘-’ is between two words (for example, “well-being”) or if there is a space between the ‘-’ and term (for example, “- red”) then the symbol will be ignored.
  • Site and search operators: The “site:” operator will be removed from your keywords. That means if you add the keyword [site: www.example.com dark chocolate], it’ll be considered the same as [dark chocolate]. Search operators will also be ignored. For example, if you add the search operator “OR” to the keyword dark chocolate, like OR dark chocolate, the “OR” command will be ignored and your keyword will be just dark chocolate.

Instructions for Search and Display campaigns

The steps for adding keywords to your ad group vary depending on your campaign type. If you’re not sure what your campaign type is, check the top of the campaign page. You’ll see the campaign type, along with the campaign status and daily budget.

Add keywords to Search campaigns

Sign in to your Google Ads account.

Click Keywords in the page menu on the left, then click Search keywords along the top.

Click the plus button .

Click Select an ad group. In the dialog box that appears, select the campaign and associated ad group to which you’d like to add keywords.

You can add keywords in one of the following ways:

Enter or paste keywords, one per line. You can choose a match type for each keyword by adding it in one of the following formats.

For broad match, enter keywords with no formatting (for example, women’s hats).

For broad match modifier, enter keywords with a + before the modified terms (for example, +women’s +hats).

For phrase match, enter keywords in quotations (for example, “women’s hats”).

For exact match, enter keywords in brackets (for example, [women’s hats]).

Get keyword ideas. Once you select an ad group, you’ll see keyword ideas that might be relevant to your ad group on the right. If you’d like, enter a related website and your product or service. Click the plus sign next to keywords you want to add to your ad group.You can modify match types after adding the keywords.

Click Save.

Add keywords to Display/Video campaigns

Sign in to your Google Ads account.

Click Keywords in the page menu on the left, then click Display/video keywords along the top

Click the plus button.

Click Select an ad group, and select the campaign and ad group you’d like to add keywords to.

You can add keywords in one of the following ways:

Select either “Audience” or “Content” for your keyword setting.

Click Save.

Select either “Audience” or “Content” for your keyword setting.

Click Save.

Remove keywords

You can remove a single keyword or multiple keywords from an ad group.

How to remove keywords

Sign in to your Google Ads account.

Click Keywords in the page menu on the left, then click Search keywords or Display/Video keywords along the top.

Check the box next to the keywords you want to remove.

Click Edit and select Remove. In the dialogue box that opens, click Remove again.

Select keywords for Display Network campaigns

Keywords on the Display Network help you connect your campaign with potential buyers.

For example: If your most potential customers are people who often hike, you can add keywords about hiking or outdoor activities. Google Ads will find the right websites containing your keywords as well as the niche audiences interested in those keywords. Try to choose keywords that are relevant to the entire ad group, not just a single ad.

This article explains how to use keywords on the Display Network.

How it works

Keywords are one of the targeting options on the Display Network. Sometimes ads may show in placements that don’t seem relevant to your keyword. Depending on your keyword settings, your ad may show to audiences based on their recent browsing history or other factors, rather than the content of the page they are viewing. Find out more in the article About contextual targeting.

When choosing keywords for your Display Network campaigns, keep in mind:

  • Create ad groups for your products or services so we can show ads related to them.
  • Choose keywords that you imagine could appear on websites where your customers might browse.
  • Get additional ad group and keyword ideas.

Create ad groups

Before you choose keywords for your Display Network campaigns, make sure that the ad groups for each of your campaigns are organized by the products or services that you offer. Once you have keywords that describe the products or services that you’re advertising, you can then create ads related to those keywords.

For example

Let’s say you’re creating a campaign for your bakery. When setting up your campaign, you should divide your ad group into different types of products to sell. Here are examples of poorly structured and effective structured ad groups to help you better understand how to organize ad groups for your campaign:

Poorly structured ad group

Ad group: Bakery

Keywords: chocolate chip cookies, oatmeal cookies, snickerdoodles, chewy brownies, brownies with nuts, dark chocolate brownies, red velvet cupcakes, vanilla cupcakes, chocolate cupcakes

Effectively structured ad group

– Ad group: Cookies

Keywords: chocolate chip cookies, oatmeal cookies, snickerdoodles

– Ad group: Brownies

Keywords: chewy brownies, brownies with nuts, dark chocolate brownies

– Ad group: Cupcakes

Keywords: red velvet cupcakes, vanilla cupcakes, chocolate cupcakes

Choose keywords

Your ad group’s keyword list helps Google Ads show your ads on relevant websites or to relevant audiences. Follow these guidelines to create a high-quality keyword list:

  • Choose keywords related to your product or service.
  • Create a set of 5 to 20 keywords that relate to the ads in that ad group. Two to three-word phrases tend to work well.
  • Select keywords that are related to each other. For example, if you sell flowers, you may want to add “roses” and “flower arrangements” to your keyword list. That way, your keywords could show ads to customers who are interested in buying roses or flower arrangements.
  • Select keywords related to the websites your customers see.
  • If you have a strong and well-recognized brand, include branded keywords.

For example

Ad group: Brownies

Keywords: chocolate brownies, dark chocolate brownies, chewy brownies, dessert recipes, brownie recipes

Get keyword ideas

You can get new keyword ideas that you might not think of when you build your campaigns.

1/ Sign in to your Google Ads account.

2/ Click Keywords and select Display/video keywords, or click Ad groups.

3/ Click the plus button to add a new keyword or ad group.

4/ Under “Get keyword ideas” fill out the “Enter a related website” or “Enter your product or service” field.

5/ Click the plus button next to each keyword to add it to your list of keywords.

Monitor and improve your keyword performance

To see results for your Display Network keywords:

1/ In the navigation panel on the far left, click Display Campaigns.

2/ Select Keywords from the page menu and select Display/video keywords.

You’ll find a table including impressions, clicks, and other results showing how well your keywords are meeting your advertising goals. Based on these results, you can make decisions about revising your keyword list.

Google Ads may use data from your audience sources to improve the bidding and targeting of your audience campaigns.

About negative keywords

Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).

This article explains how negative keywords work and when they might be useful. You can then learn more about how to Add negative keywords to campaigns.

How they work

One key to a highly targeted campaign is choosing what not to target.

When selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product. For example, let’s say you’re an optometrist who sells eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and “drinking glasses.”

Negative keywords won’t match to close variants or other expansions. For example, if you exclude the negative broad match keyword flowers, ads won’t be eligible to serve when a user searches red flowers, but can serve if a user searches for red flower.

If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search. Depending on the other keywords or targeting methods in your ad group, some places where your ad appears may occasionally contain excluded terms. For Display and Video ads, a maximum of 5,000 negative keywords is considered. You can also avoid targeting unrelated sites or videos by implementing site category options and content exclusions.

Types of negative keywords

For search campaigns, you can use broad match negative keywords, phrase match, or exact match negative keywords. However, these negative match types behave differently than affirmative match types. The main difference is that you will need to add synonyms, singular or plural versions, spelling errors and other close variants if you want to exclude those terms.

For Display campaigns, a set of negative keywords will be excluded as an exact topic. Ads won’t show on a page even if the exact keywords or phrase are not on the page explicitly, but the topic of the content is strongly related to the excluded set of negative keywords.

For example, a set of negative keywords like “women’s pants” would block bidding on a page with content about women’s jeans, even if the exact phrase “women’s pants” did not appear on the page. However, we would not generalize beyond the concept of women’s pants to other kinds of women’s bottoms (i.e. skirts) or men’s slacks. This is different from how we would treat a positive keyword, e.g. shoes, which we would also match to a broader category like footwear.

Negative broad match

This type is the default for your negative keywords. For negative broad match keywords, your ad won’t show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.

For example:

Negative broad match keyword: running shoes

Search Could an ad show?
blue tennis shoes YES
running shoe  YES
blue running shoes NO
shoes running NO
running shoes NO

Negative phrase match

For negative phrase match keywords, your ad won’t show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won’t show as long as all the keyword terms are included in the search in the same order.

For example

Negative phrase match keyword: “running shoes”

Search Could an ad show?
blue tennis shoes YES
running shoe YES
blue running shoes NO
shoes running YES
running shoes NO

Negative exact match

For negative exact match keywords, your ad won’t show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.

For example

Negative exact match keyword: [running shoes]

Search Could an ad show?
blue tennis shoes YES
running shoe YES
blue running shoes YES
shoes running
running shoes

Symbols in negative keywords

You can use three symbols, ampersands (&), accent marks (á), and asterisks (*) in your negative keywords. Negative keywords with accent marks are considered two different negative keywords, like sidewalk cafe and sidewalk café. Similarly, “socks & shoes” is different than “socks and shoes”.

Here are some of the symbols that our system doesn’t recognize:

  • Ignored symbols: You can add periods (.) to your negative keywords, but these will be ignored. That means the keywords Fifth Ave. and Fifth Ave, for example, are considered identical negative keywords. If you add pluses (+) to your negative keywords they will usually be ignored (for example blue+car), however in some cases if a + is at the end of a word (for example C++) it will not be ignored.
  • Invalid symbols: You’ll see an error message if you add negative keywords that contain certain symbols. Some of the symbols that can’t be used in your negative keywords are: , ! @ % ^ () = {} ; ~ ` <> ? \ |.
  • Site and search operators: The “site:” operator will be removed from your negative keywords. That means if you add the negative keyword [site:www.example.com dark chocolate], it’ll be considered the same as [dark chocolate]. Search operators will also be ignored. For example, if you add the search operator “OR” to the negative keyword dark chocolate, like “OR dark chocolate,” the “OR” command will be ignored and your negative keyword will be just dark chocolate.
  • Other search operators: Adding a minus (-) operator to the front of a keyword will cause this keyword to be ignored for negative keyword matching. For example, if you have a negative keyword “dark -chocolate”, it’ll be considered the same as just “dark”.

Keep in mind

  • Choose your negative keywords carefully. If you use too many negative keywords, your ads might reach fewer customers.
  • Negative keywords do not match to close variants so your ad might still show on searches or pages that contain close variations of your negative keyword terms.
  • There’s no negative broad match modifier match type.
  • Your ad might still show when someone searches for a phrase that’s longer than 16 words, and your negative keyword follows that 16th word. Let’s say your negative keyword is “discount.” Your ad can show when someone searches for “nice clean hotel rooms or bed and breakfast rentals in Los Angeles CA close to beach discount” because your negative keyword is the 17th word in the phrase. On the other hand, we won’t show your ad when someone searches for “nice clean hotel rooms or bed and breakfast rentals in Los Angeles close to beach discount” because your negative keyword is the 16th word in the keyword.

Get negative keyword ideas using the search terms report

The search terms report can help you to get ideas for terms to add as negative keywords. The report shows actual terms that people searched for which both triggered your ad and led to a click. As you browse the report, you may spot some search terms that are related to, but isn’t exactly, what you sell.

This article shows you how to use the search terms report for negative keyword ideas that help you better target customers interested in your product or service.

By default, negative keywords added to Search Campaigns from the search terms report will be added as exact matches. To change the match type, use the appropriate symbols.

Before you begin

Keep in mind that negative keyword match types work differently than their positive counterparts and don’t match to variants. If you’re new to negative keywords, learn more About negative keywords.

Instructions

Sign in to your Google Ads account.

From the page menu on the left, click Keywords.

Select the checkbox next to the keywords you want to run the search terms report, then click the Search Terms button at the top of the table.

You will be redirected to the Search Terms page. This page shows details for the keywords you have selected. To see details for all keywords in your report, click the “Show all” links.

Check the box next to the keywords you want to add as negative keywords, then click the Add button as negative keyword. By default, negative keywords added to Search Campaigns from the search terms report will be added as exact matches. To change the match type, use the appropriate symbols.

Note: Make sure your negative keywords do not overlap with regular keywords, as this will prevent your ads from showing.

  1. Add negative keywords at the ad group or campaign level.
  2. Add negative keywords to an existing negative keyword list or create a new list.
  3. Click Save.

***New version

Sign in to your Google Ads account.

From the page menu on the left, click Keywords.

Click Search Terms at the top.

To see the search term for a group of selected keywords, click Search Keywords and check the boxes next to the keywords you want to see the search term. Then click Search Terms in the menu that appears above the table.

Select the checkbox next to the search terms you want to add as negative keywords, then click Add as negative keywords. By default, negative keywords added to Search Campaigns from the search terms report will be added as exact matches. To change the match type, use the appropriate symbols.

From here, you can add negative keywords to an ad group or campaign, existing negative keyword lists, or new negative keyword lists.

Add negative keywords to ad groups or campaigns

Select Ad Group or Campaign. Each negative keyword is added to the ad group or campaign associated with the corresponding search term.

Click Save.

Add negative keywords to the list of existing negative keywords

Select List of negative keywords.

Select an existing list of negative keywords from the drop-down menu.

Optional: Apply negative keyword lists to all campaigns associated with the corresponding search terms by selecting Add to campaign.

Click Save.

Add negative keywords to the list of new negative keywords

Select List of negative keywords.

Select Save as new list and apply negative keywords. The list will be applied to all campaigns associated with the corresponding search term.

Click Save.

Note: Make sure your negative keywords do not overlap with regular keywords, as this will prevent your ads from showing.

Add negative keywords to campaigns

By adding negative keywords to your Search and Display Network campaigns, you can avoid targeting sites that contain those terms.

This article shows you how to add negative keywords to your Search and Display campaigns. You can also learn more about how to edit, remove, or download negative keywords.

Before you begin

If you’re new to negative keywords, learn more about negative keywords.

Keep in mind

Negative keywords aren’t as precise on the Display Network as they are on the Search Network. Your ad may still occasionally appear on pages containing these terms. For Display ads, a maximum of 5,000 negative keywords is considered. Site category options and content exclusions are the best ways to avoid targeting unrelated sites or videos.

For Display and Video campaigns, all negative keywords will be considered broad matches.

1/ Sign in to your Google Ads account.

2/ Click Keywords from the page menu on the left.

3/ Click Negative keywords.

4/ Click the plus button

From here, you can apply new keywords, a new negative keyword list, or an existing negative keyword list to your campaigns or ad groups.

Add negative keywords to ad groups, campaigns, and negative keyword lists

1/ Select Add negative keywords or create new list.

2/ Choose whether to add negative keywords to a campaign or an ad group, then select the specific campaign or ad group.

3/ Add your keywords, one per line. Make sure that your negative keywords don’t overlap with your regular keywords, because this will cause your ad not to show.

Note: If you’re adding negative keywords to a search campaign, you can choose a match type by using the appropriate symbols. For Display and Video campaigns, all negative keywords will be added as exact match, and you won’t be able to change the match type.

4/ If you’re adding your negative keywords to a campaign, you have the option to save the keywords to a new or existing negative keyword list and apply that list to the campaign. Check Save to new or existing list, then enter a name for your new list, or select an existing list.

5/ Click Save.

Use an existing negative keyword list

1/ Select Use negative keyword list.

2/ Choose the campaign that you’d like to apply negative keyword lists to.

3/ Check the boxes of the negative keyword lists you’d like to use.

4/ Click Save.

Edit, remove, or download negative keywords

Negative keywords can make your campaigns more focused on what your customers are actually searching for.

This article shows you how to manage your negative keywords by editing, removing, and downloading in bulk. This content applies to your Search campaigns.

How to access negative keywords

To access your negative keywords, follow these steps:

1/ Click on the Keywords tab.

2/ Click the Negative Keywords tab.

3/ You will see two tables: “Ad group level” and “Campaign level”

How to edit negative keywords

1/ Select the checkbox next to the negative keywords you want to edit.

2/ Click the Edit drop-down menu in the “Ad group level” or “Campaign level” table and select “Change keyword text …”. Make your changes to each individual negative keyword in the boxes that appear.

*(Optional) To change the match type of a negative keyword, use the drop-down menu to select a new match type.

3/ Click Save.

How to delete negative keywords

1/ Select the checkbox next to the negative keywords you want to delete.

2/ Click the Edit drop-down menu in the “Ad group level” or “Campaign level” table, then select “Delete keywords”.

How to download negative keywords

1/ Select the checkbox next to the negative keywords you want to download.

2/ Click the download icon download button in the “Ad group level” or “Campaign level” table.

3/ You will see the “Download and schedule report” section. Enter a name for your report in the “Report name” box. Choose the format for your file from the “Format” drop-down menu.

4/ Click Create.

About negative keyword lists

If there are search terms that give you unwanted impressions or clicks across multiple campaigns, you can create a negative keyword list that includes those terms, then apply the list to relevant campaigns. This way you won’t have to manually add the same negative keywords to individual campaigns, and you can more easily manage future changes to negative keywords across campaigns. This article explains how negative keyword lists work.

Before you begin

If you’re not familiar with how negative keywords work, you can find more background in About negative keywords.

How it works

To build a negative keyword list, you’ll want to think of words that you don’t want triggering your ads. You can use the search terms report to get ideas. You may also want to organize these words by themes, such as the different products or services you offer. You can add up to 5,000 negative keywords per list, and create up to 20 negative keyword lists in your account.

Once you create your negative keyword list, you can apply the list to multiple campaigns at once. Later, if you need to add a new negative keyword to those same campaigns, you can just add it to the negative keyword list, and the change applies to all campaigns that share the list.

Keep in mind

Negative keywords work differently for Display and Video campaigns than they do for search. Depending on the other keywords or targeting methods in your ad group, some pages where your ad appears may occasionally contain excluded terms. For Display and Video ads, a maximum of 5,000 negative keywords is considered.

Create and apply negative keyword lists to campaigns

Negative keyword lists can help you manage negative keywords across campaigns more efficiently.

This is an instructional article that shows you how to create and apply negative keyword lists to campaigns. If you’d like more background, you may want to begin by learning more About negative keyword lists.

***Old version

Create negative keyword lists

1/ Log in to your AdWords account.

2/ Click on the Campaigns tab.

3/ Click the Shared library link in the left navigation bar.

4/ Click Campaign negative keyword.

5/ Click + List.

6/ Name the list of negative keywords and add your negative keywords to the Keywords box, one word per line.

7/ Click Save.

Apply negative keyword list to campaign

After creating negative keyword lists, you can apply those lists to one or more campaigns. There are two ways you can share your list:

  • Add negative keyword lists to multiple campaigns at the same time from the Shared library link.
  • Add a list of negative keywords to a campaign at once from the Keywords tab or the Display Network tab.

Add negative keyword lists to multiple campaigns from the Shared library link

1/ Log in to your AdWords account.

2/ Click on the Campaigns tab.

3/ Click the Shared library link in the left navigation bar.

4/ Click Campaign negative keyword.

5/ Select the checkbox next to the negative keyword lists that you want to add to multiple campaigns.

6/ Click Apply for campaign.

7/ Select the campaign you want to add the negative keyword list.

8/ Click Save.

Add negative keyword lists to a campaign from the Keywords tab

1/ Log in to your AdWords account.

2/ Click on the Keywords tab.

3/ Click Negative Keywords.

4/ In the “Campaign level” table, click List on the right.

5/ Click + List.

6/ Select a campaign from the dropdown menu.

7/ Click the add link next to the negative keyword list you want to add to the campaign.

8/ Click Save.

Add negative keyword lists to a campaign from the Display Network tab

1/ Log in to your AdWords account.

2/ Click the Display Network tab.

3/ Click + Target.

4/ Under Campaign exclusions, select the campaign you want to add the list of negative keywords.

5/ Click the add campaign exclusions drop-down menu and select Show keywords.

6/ Click List.

7/ Click the add link next to the negative keyword list you want to add to the campaign.

Click Save.

***New Version

Create a negative keyword list

1/ From the page menu on the left, click Keywords.

2/ Click Negative keywords at the top.

3/ Click the plus button .

4/ Click Select a campaign, then select the campaign you want to add the negative keyword list to.

5/ Enter or paste one negative keyword per line in the text field.

6/ Select the checkbox next to Save to new or existing list, and enter a name for your negative keyword list.

7/ Click Save.

Apply negative keyword lists to campaigns

After creating your negative keyword lists, you can apply them to one or more campaigns.

Apply negative keyword lists to multiple campaigns from the negative keyword library

1/ Click the tools icon in the upper right corner of your account.

2/ Under “Shared library,” click Negative keyword lists.

3/ Check the box next to the negative keyword lists you want to apply to campaigns.

4/ Click Apply to campaigns.

5/ Select the campaigns you’d like to apply the negative keyword lists to.

6/ Click Apply.

Apply negative keyword lists to a single campaign

1/ From the page menu on the left, click Campaigns.

2/ Click the name of the campaign you want apply your negative keyword lists to.

3/ Click Keywords in the page menu on the left, then click Negative Keywords along the top.

4/ Click the plus button .

5/ Select Use negative keyword list.

6/ Check the box next to the negative keyword lists you want to apply to this campaign.

7/ Click Save.

Apply negative keyword lists to multiple campaigns from the Campaigns page

1/ From the page menu on the left, click Campaigns.

2/ Check the box next to the campaigns you want to apply your negative keyword lists to.

3/ Click Edit.

4/ Click Edit Targeting, then Negative keyword lists.

5/ Check the box next to the negative keyword lists you want to apply to the selected campaigns.

6/ If you want to see a preview of your changes, click Preview. If one of the negative keyword lists you’re applying is already being used by a campaign, the preview will show that the list won’t be applied to that campaign.

7/ Click Apply to add the negative keyword lists to the selected campaigns.

Remove negative keyword lists from campaigns

You can remove a negative keyword list from campaigns at any time.

This article shows you how to remove a negative keyword list from a campaign. For more background, you may want to read About negative keyword lists.

Instructions

***Old Version:

You can delete negative keyword lists from one campaign at a time.

1/ Click on the Campaigns tab.

2/ Click the campaign you want to delete the negative keyword list.

3/ Click on the Keywords tab.

4/ Click Negative Keywords.

5/ In the “Campaign level” table, click List on the right.

6/ Select the checkbox next to the keyword list you want to delete.

7/ Click Delete.

Here’s how to delete a negative keyword list from all campaigns using this list:

1/ Click on the Campaigns tab.

2/ Click the Shared library link in the left navigation bar.

3/ Click Campaign negative keyword, then click the list you want to delete.

4/ Scroll to the campaign table and select the checkbox next to each campaign that shares this list. Then click Delete list from selected campaign to remove this list from all list sharing campaigns.

5/ Click Campaign negative keyword in the left navigation bar, then select the checkbox next to the list you want to delete.

6/ Click Delete.

To remove a negative keyword list from a campaign:

1/ Sign in to your Google Ads account.

2/ From the page menu on the left, click Keywords.

3/ Click Negative Keywords. You’ll see a list of all your negative keywords and negative keyword lists. Each negative keyword or list shows in the Added to column a campaign using that negative keyword or list.

4/ Check the box next to the negative keyword list showing with the campaign that you want to remove the list from.

5/ Click Remove.

Edit or permanently remove negative keyword lists

This article shows you how to edit or permanently remove negative keyword lists.

Keep in mind that if you want to remove a negative keyword list, you won’t be able to do so if it’s currently being used by at least one campaign. You’ll want to remove the negative keyword list from any campaign using it before removing the list permanently.

Instructions

1/ Sign in to your Google Ads account.

2/ Click the tools icon in the upper right corner of your account.

3/ Under Shared library, click Negative keyword lists.

4/ You can:

  • Click a list to edit it.
  • Remove a list by checking the box next to it, clicking Edit, then Remove.

Keep in mind: Any changes you make to your list will be reflected in all campaigns that use this negative keyword list.

About David Williams

Hello all of you, I’m David Williams, a member of a team dedicated to evaluating technology products. Our team consists of 5 members, each member has strengths in each field such as Plugin, Theme,SEO and Software … So we could make the most accurate comments according to our experience. We only sell really good products and bring benefits to our customers. Especially, the beginners in their field, we guarantee these products that we evaluate will bring high efficiency for your work. If you want to find inefficient products, this is not the place for you, we never promote the product is not quality and not bring efficiency to customers.

Check Also

TERMS-IN-AFFILIATE-MARKETING

TERMS IN AFFILIATE MARKETING

Page Contents TERMS IN AFFILIATE MARKETINGPUBLISHERADVERTISERAFFILIATE NETWORKPRIVATE AFFILIATE PROGRAMAFFILIATE LINKAFFILIATE IDAFFILIATE MANAGERCOMMISSIONPHYSICAL PRODUCTDIGITAL PRODUCTSPROMOTE METHODPAYMENT …

Leave a Reply

Shares