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Universal Campaign Negatives

Explorer ✭ ☆ ☆
# 1
Explorer ✭ ☆ ☆

Hi all,

 

Due to the recent confusion I have decided to go global with the campaign negatives we have collected as a company for everyone to take advantage of as they are pretty universal terms and can be applied across most accounts. If you have any suggestions as to other negatives that are considered universal negatives which can be rolled out across most accounts then please feel free to post below your ideas!

 

Negative Keywords
Jobs
Fake
Counterfeit
Articles
Sample
Copy
Measurements
Factory
Size Guide
Size Chart
Wholesale
Address
Review
News
Books
Second Hand
Awards
Knock Off
Replica
nearest store
Clothes Shoes And Accessories
Alternative
Compare
Contract
Last Collection
Imitation
Immitation
Simulation
Dupe
Forged
Locations
Location
Instructions
Advert
Commercial
Career
Head Office
Careers
Wiki
Wikipedia
Employment
Hiring
Intern
Interns
Internship
Internships
Job
Recruiter
Recruiting
Resume
Resumes
Salaries
Salary
About
Definition
Diagram
Example
Examples
History
What Are
What Is
Association
Associations
Guide
Guides
Research
Reviews
Statistics
Stats
Inexpensive
Odd Lots
Overstock

 

Get back to me with any of your suggestions!

 

Thanks,

Liam Bendelow

3 Expert replyverified_user
6 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Universal Campaign Negatives

[ Edited ]
Top Contributor Alumni
# 2
Top Contributor Alumni

It's generous of you to share this list, thank you. I think it's a good idea to have people thinking about negative keywords and the kinds of traffic they might not want seeing their campaign ads. Samples of what negative keywords might look like are a good way to spark those thoughts.

 

More specifically, I would caution anyone reading this thread that (in my own opinion) this list contains keywords that would be inappropriate to block for a large number of industries and markets. As always, each advertiser should consider their own industry, their strategy, and their campaigns goals and make decisions based on those factors.

 

Thanks again, Liam!

 


Theresa
Google AdWords Top Contributor
*~*~*~*~*~*~*~*

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Accepted by Zee (Community Manager)
September 2015

Re: Universal Campaign Negatives

Top Contributor
# 4
Top Contributor
Thanks for sharing that list Liam!

Just wanted to add that negatives can be added in diffierent match types. So if you wanted to allow someone to find you for a search term "copy machine repair" but not "copy machines" because you don't sell them you could enter a exact match negative -[copy machine].


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
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Accepted by topic author Liam_Bendelow
September 2015

Re: Universal Campaign Negatives

Sq
Explorer ✭ ☆ ☆
# 5
Sq
Explorer ✭ ☆ ☆

Hello,

 

I once had a client (financial advisor) who discovered he had paid for "sex with financial advisor" (1 click)

 

A wedding videos client picked up worse over the first week of phrase match. Thanks for your list.

 

You might want to add a few of mine:

 

blog

blogger

downlod

downloads

movie

music

porn

sex

 

I would always phrase match two word negatives "Knock Off" or exact [Clothes Shoes And Accessories] on longer queries.

 

 

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Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Universal Campaign Negatives

Top Contributor
# 9
Top Contributor

Since we are on the topic probably a good place to point out that the search query report is really an excellent place to mine for negative keywords.  http://www.en.adwords-community.com/t5/Improve-results/AdWords-Search-Terms-Report-Improve-account-p...

 

And the AdWords Keyword tool is also an extremely effective way to identify and add negative keywords in a proactive way.

 



Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'

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Accepted by topic author Liam_Bendelow
September 2015

Re: Universal Campaign Negatives

Top Contributor Alumni
# 10
Top Contributor Alumni

Good discussion, Liam.  Thanks for posting rather than emailing.  ;-)

 

I'll add that, sometimes, when you're not sure if a negative should be added or not, you can try it as a positive but at a lower bid, to reduce the risk of wasting money.  For instance, let's say you've added free as a negative but you're not sure about cheap.  As Kim pointed out, the search term reports are important to analyze traffic.  Let's say you look at that data, sorted by impressions, and find many people searching for cheap widgets.  Not being sure if this traffic will convert but afraid to spend too much money finding out, include that as an exact match but at a far lower bid to the rest of your keywords.  Watch the traffic for awhile, both in terms of conversions, but also the path those visitors take after clicking on the ad.  If the traffic's useful, up the bid.  If the traffic doesn't pan out, then delete that exact match and add the keyword cheap as a negative.

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Accepted by topic author Liam_Bendelow
September 2015

Re: Universal Campaign Negatives

Explorer ✭ ☆ ☆
# 11
Explorer ✭ ☆ ☆

Hi all,

 

When using search terms to find negatives such as the ones above it also presents us with another opportunity. Splitting out and creating new ad groups. If we are currently targeting LCD TV and in the search terms LCD TV HD Ready appears and you we are stocking them we can create a new ad groups (Remembering to add correct negatives to the more generic ad group) and target HD Ready versions. We are then able to target that new term with new more specific ads taking the user closer to making a purchase. The more and more we look into search terms the more targeted and high quality our accounts will be.

 

Thanks,

Liam

View solution in original post

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Universal Campaign Negatives

[ Edited ]
Top Contributor Alumni
# 2
Top Contributor Alumni

It's generous of you to share this list, thank you. I think it's a good idea to have people thinking about negative keywords and the kinds of traffic they might not want seeing their campaign ads. Samples of what negative keywords might look like are a good way to spark those thoughts.

 

More specifically, I would caution anyone reading this thread that (in my own opinion) this list contains keywords that would be inappropriate to block for a large number of industries and markets. As always, each advertiser should consider their own industry, their strategy, and their campaigns goals and make decisions based on those factors.

 

Thanks again, Liam!

 


Theresa
Google AdWords Top Contributor
*~*~*~*~*~*~*~*

Re: Universal Campaign Negatives

Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆

Hi Theresa and community,

 

I completely agree, these negatives need to be used with caution!

 

Even on a client to client basis I check over every keyword to ensure that these will not prevent the right traffic from getting through to the account! I do however feel that the majority of these keywords can be used in order to stop the majority of detrimental traffic from clicking through! Along with choosing which negatives I don't want to include I also think of extra negatives which can be used. These negatives don't always need to be campaign level negatives but can be used as ad group ones too!

 

Thanks,

Liam

Marked as Best Answer.
Solution
Accepted by Zee (Community Manager)
September 2015

Re: Universal Campaign Negatives

Top Contributor
# 4
Top Contributor
Thanks for sharing that list Liam!

Just wanted to add that negatives can be added in diffierent match types. So if you wanted to allow someone to find you for a search term "copy machine repair" but not "copy machines" because you don't sell them you could enter a exact match negative -[copy machine].


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'
Marked as Best Answer.
Solution
Accepted by topic author Liam_Bendelow
September 2015

Re: Universal Campaign Negatives

Sq
Explorer ✭ ☆ ☆
# 5
Sq
Explorer ✭ ☆ ☆

Hello,

 

I once had a client (financial advisor) who discovered he had paid for "sex with financial advisor" (1 click)

 

A wedding videos client picked up worse over the first week of phrase match. Thanks for your list.

 

You might want to add a few of mine:

 

blog

blogger

downlod

downloads

movie

music

porn

sex

 

I would always phrase match two word negatives "Knock Off" or exact [Clothes Shoes And Accessories] on longer queries.

 

 

Re: Universal Campaign Negatives

Follower ✭ ☆ ☆
# 6
Follower ✭ ☆ ☆

@Liam great list, thanks for sharing.

 

Less universal but I feel fitting to mention with this list, depending on the client, can be "1-800" and it's more common variants "1800" and "1 800".

Re: Universal Campaign Negatives

Explorer ✭ ☆ ☆
# 7
Explorer ✭ ☆ ☆

Hi Kim,

 

I agree yes, this would obviously be on a client basis but very valid! With this list we tried to get a broad audience of clients which we could apply it to. With terms such as "jobs" etc. we take away people looking to put in an application form when you are trying to sell a product. Again the stress must be placed on some clients won't use all the terms :-)

 

Thanks,

Liam

Re: Universal Campaign Negatives

Top Contributor
# 8
Top Contributor
Hi Liam,

Yup I agree on a per client basis - would be extremely bad idea to just take any old negative keywords list and assume it would be safe for any advertisers account.


Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'
Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Top Contributor Alumni)
September 2015

Re: Universal Campaign Negatives

Top Contributor
# 9
Top Contributor

Since we are on the topic probably a good place to point out that the search query report is really an excellent place to mine for negative keywords.  http://www.en.adwords-community.com/t5/Improve-results/AdWords-Search-Terms-Report-Improve-account-p...

 

And the AdWords Keyword tool is also an extremely effective way to identify and add negative keywords in a proactive way.

 



Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'
Marked as Best Answer.
Solution
Accepted by topic author Liam_Bendelow
September 2015

Re: Universal Campaign Negatives

Top Contributor Alumni
# 10
Top Contributor Alumni

Good discussion, Liam.  Thanks for posting rather than emailing.  ;-)

 

I'll add that, sometimes, when you're not sure if a negative should be added or not, you can try it as a positive but at a lower bid, to reduce the risk of wasting money.  For instance, let's say you've added free as a negative but you're not sure about cheap.  As Kim pointed out, the search term reports are important to analyze traffic.  Let's say you look at that data, sorted by impressions, and find many people searching for cheap widgets.  Not being sure if this traffic will convert but afraid to spend too much money finding out, include that as an exact match but at a far lower bid to the rest of your keywords.  Watch the traffic for awhile, both in terms of conversions, but also the path those visitors take after clicking on the ad.  If the traffic's useful, up the bid.  If the traffic doesn't pan out, then delete that exact match and add the keyword cheap as a negative.