Negative Keywords help you save time and money by eliminating irrelevant impressions and clicks, which subsequently increases CTR and conversion rate. Negative keywords improve targeting by preventing your adverts showing to irrelevant searches. 

Using the Adwords Search Terms Report “can” be the most common way of finding negative keywords. This search terms report shows the actual searches typed into Google by people who have clicked on your adverts and been to your website.

While this is an essential exercise, creating a negative keyword list before you start advertising can save money from the outset. We have created this list of negative keywords below. These are some of the most popular negative keyword used, or most frequently used best negatives & common negatives.

(* It is essential to include both singular and plural negative keywords). Also, it is important to note that a single word negative will block any search term that contains that word is part of the query.  **NB- Every industry is different, so although these are popular negative keywords- you will need to go through each category and keyword to ensure that they are in fact irrelevant 100% of the time. For tips in using Negative Keywords, see our blog post negative keyword tips.

Negative Keywords List & Categories of Negatives

The negative keyword list is grouped into categories- each of which should be checked to ensure these are in fact irrelevant to your industry.  

Training & Certification, Education & Schools, Jobs & Careers, Informational/Blog, Websites, Legal, DIY, Medical & Health, Product Materials, Software, Locations, Used/Free, and Advertising & Media. Some words can actually go in more than one category as their context and therefore meaning varies. 


Training & Certification

For many industries, all of these keywords can be negative. If you provide training services, then training naturally would not be negative- but some others might.

certification
certifications
guide
guidebook
guidebooks
guides
instruction
instructions
learn
learning
train
trainee
trainer
training
tutorial
tutorials

 


Education & Schools

Schools and education negatives are similar to the training negative keywords. Unless you are a school or college, or provide formal training- then these are good negative keywords to use.

admission
admissions
association
associations
book
books
club
clubs
college
colleges
degree
degrees
education
exam
exams
journal
journals
lesson
lessons
libraries
library
manual
manuals
scholarship
school
schools
seminar
seminars
studies
study
test
tests
uni
universities
university
white papers

 


Jobs & Employment

These are perhaps the best negative keywords to use for most industries. Stop job seekers clicking on your adverts can be a big saver.

career
careers
employer
employers
employment
hire
hiring
intern
interns
internship
internships
interview
interviews
job
jobs
position
positions
recruiter
recruiters
recruiting
recruitment
resume
resumes
salaries
salary
staff
staffing
temps
vacancies
vacancy
wage
wages

 


Blog & Informational Search Terms

These words are usually associated with informational search terms. The search intent is to grow awareness and answer a question. These are good keywords to target organically with a blog. For paid advertising, it is often best to block informational searches- and focus on transactional searches which have more commercial intent or/and later in the buying funnel.

about
article
articles
blog
blogging
blogs
case studies
case study
check
check lists
checklist
define
definition
definitions
description
diagram
diagrams
example
examples
explain
explanation
fact
faq
forum
forums
history
history of
how
how to
idea
ideas
info
information
news
newsletter
pdf
policy
question
questions
quiz
recipe
recipes
technique
techniques
tip
tips
trick
tricks
types
types of
what
when
when can
where
which
why
wiki
write
writing

 

 


Websites

If you are selling services, then most of these keywords are irrelevant and good negative keywords. If you sell products, then the websites may also be irrelevant. However in this instance, it is better to check the actual search terms report in Adwords, to make sure they are not performing well before adding to the negative keyword list.

amazon
amazon.com
craigslist
ebay
ebay uk
ebay.com
facebook
gumtree
instagram
kindle
linkedin
quora
twitter
wikipedia


Legal

Unless you are actually selling legal related services or products, these should be good for you. Certainly for most industries.

act
law
laws
lawsuit
lawyer
lawyers
lease
legal
legislation

legislations
regulation

regulations


Photos & Images

Like blog/question keywords, these are very informational- and typically best to block within Adwords- unless you explicitly provide these services or products.

gif
gifs
image of
images
jpeg
jpg
photo
photograph
photographs
photos
photoshop
pic
pic of
pics
picture
pictures
png


DIY

Unless you offer these type of products or services- add them to the negative keyword list.

craft
crafts
diy
do it yourself
hand made
handmade
homemade
make
making


Health & Medical

drug
drugs
hospital
medical


Materials

If you sell services product materials can be good negatives. Also if you sell products manufactured from certain materials, other materials can be blocked as negatives.

 


Software

Unless you sell software, these negatives will be useful to most advertisers.

api
burn
burner
calculator
calculators
cd
cds
cms
code
codes
desktop
developer
developers
disk
download
downloadable
downloads
dvd
dvds
file
files
film
films
freeware
game
games
gnu
hack
hacks
javascript
licence
licences
license
login
map
microsoft
office
open source
php
platform
platforms
play
plugin
program
programs
saas
seo
shareware
shortcut
shortcuts
sign
SMS
software
template
templates
VPN
windows


Locations

Adwords allows targeting with IP address. However sometimes people within the target location will actually search for your services in another location. If you only sell to one city, then the other main cities in your country can be used as negative keywords.

canada
canadian
canadian made
india
indian
philippines
phillipines
phillipino

 


Used & & Free

fix
free
rent
rental
repair
repairs
secondhand

used

old


Advertising & Media

adsense
advertisement
advertising
advice
affiliate
affiliates

movie
movies
mp3
msnbc
mtv
music

news

magazine
magazines

video

videos

animation

animations


Negative Keyword List Setup Instructions

Once a negative keyword list is created, attach to all the search campaigns that will use this. See our article Negative Keywords Tips for Adwords on how to build negative keyword lists.

It is good practice to run a  keyword diagnostic on the positive keywords after updating negative keywords. This will identify if any negatives are conflicting with positive keywords.

 

 

 

 

 

 


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