The Ultimate Guide to Adwords Negative Keyword Lists: A blog about the benefits of setting up Adwords negative keyword.

Your business’ Google AdWords campaigns can easily be a waste of money if you’re not paying attention to certain metrics and optimizing them on a regular basis. One of the most important and easiest ways to optimize your budget is by building a negative keyword list.

This guide will go over everything you need to know about negative keywords, from what they are and how they work to why you need a negative keyword list. We’ll even go over how to build one for your business so that you can get started ASAP!

What Are Negative Keywords?

Negative keywords are words that you don’t want to appear in your ad copy. They are used to prevent your ads from showing on certain pages or queries, which can be useful for businesses that don’t want their ads to show in specific areas or when certain search terms are used.

Negative keywords can be added to your ad group, campaign, and other types of AdWords settings such as sitelinks and mobile app extensions.

How Do Negative Keywords Work?

Negative keywords are the most important category of Google AdWords keyword lists. Why? Because they help you cut down on wasted ad spend by excluding words, phrases and topics that have no relevance to your business.

For example: If you’re an eCommerce store selling wireless headphones, then it would be a waste of money if your ads showed up when someone typed [best wireless headphones] into Google Search. The same goes for an apparel store with an active clothing line like this one (they even sell shoes!). However, if someone types in something like [wireless headphones best buy], then those are words that could draw traffic to the site–and potentially convert into sales!

So how do negative keywords work? Let’s take a look at two scenarios…

The Benefits of a Negative Keyword List

Negative keywords are a way to help you save money, increase your conversion rate, and even improve your average position.

  • Negative keywords can help you save money. Let’s say that you’re running an AdWords campaign for ‘blue widgets’. The more specific the keyword is (i.e., ‘blue widgets’), the higher its bid price will be because there are fewer people searching for it than if someone searched for ‘wedding gifts’ or ‘milk’. So by adding negative keywords such as “red” or “yellow” into your campaign, the number of bids on those terms will decrease automatically without affecting other parts of your ad group strategy.* Negative keywords can increase your conversion rate by excluding low quality traffic from getting in front of them.* Negative keywords can increase clickthrough rates by excluding irrelevant search queries from being shown in ads (which means fewer clicks).

When to Add or Remove Keywords From Your List

There are many reasons why you might want to add or remove keywords from your list, and it’s important to know when each of these scenarios applies. If you have a new product, or a new landing page that is being tracked, then adding them is the appropriate choice. In addition, if your conversion rate for a particular keyword has been low for some time and you’ve decided it’s not worth pursuing anymore, removing them from the list will help stop wasting money on those terms. Another good reason for removing keywords is if the number of impressions on any specific term has gotten out of control - perhaps because it was just mentioned in an article in one of your favorite blogs! Finally, if there’s an overabundance of traffic coming from certain phrases that aren’t converting well (e.g., “buy Adwords” or “Adwords tutorial”), adding these types into negative lists can ensure that these type of queries won’t waste money on ads which aren’t getting clicked anyway!

How to Create a Negative Keyword List

To create a Negative Keyword List, you need to open the campaign where you want to add the new list. Once this is done, click on “Keywords” and then select “Negative keywords” from the drop down menu.

Next, click “New negative keyword list” at the top of your screen and give it a name. Select an existing account or create a new one if needed. Finally, choose which campaign you want to apply this keyword set too and then click save!

Negative keywords are an important part of optimizing your AdWords campaigns

Negative keyword lists are an important tool to help you manage your PPC campaigns. They can reduce wasted spend, improve clickthrough rate and Quality Score, as well as increase conversion rate.

Negative keywords are words or phrases that you would like to prevent appearing in your ads. These include:

  • irrelevant search terms that people may be using when coming across your site (e.g., “free shipping” if you don’t offer free shipping)

  • misspellings of popular search terms (e.g., “ti” vs “tie”)

  • competitor brand names (e.g., “Zappos” for shoe retailer Zappos)

If a user searches for these types of keywords, they won’t see your ad at all – which means less wasted spend on ads that aren’t relevant or effective for the user at hand!


In conclusion, we hope that this article has helped you understand the value of negative keywords. We have also provided you with some steps to creating your own list. If you are interested in learning more about how to maximize your AdWords campaign and how they can help your business grow its ROI, we would be happy to help. You can contact us here or call us at (555) 555-5555 for a free consultation on any questions you might have regarding Google AdWords services.