(This is the transcript of our new video, so it may not read as well as a normal blog post would)
Hi my name is Ellie and I am a paid media executive at Koozai. Today I’m going to talk about negative keywords and how to add them to your Google Ads account. Negative keywords allow you to exclude search terms from your campaigns and focus only on the keywords that matter to your customers. This video explains exactly how to add negative keywords and at what levels you can add them. First, I’ll walk you through how to add negative keywords at the level of a specific campaign or ad group. To do this, we click on the campaign in which we are looking to add negatives. We enter the keywords on the left side. And click on Negative Keywords. This then shows us the negatives that were added specifically to that campaign. We can see here that we have a list, which is another way to add negatives, which I will come back to later. We also have a specific keyword here and it tells us that we’ve added it at the ad group level. So we’ll add a new keyword, first, to this campaign as a whole. An example of this could be if you sell clothes and your campaign is about dresses, say you don’t sell prom dresses, you might want to quash the word prom. To do this we click on the blue plus button. We make sure this box is checked. Then we choose to add it at the campaign level. And because we’ve already clicked on the campaign we want, he’s already checked out our campaign here. We can then enter the negative keywords we want to add to this campaign. This can be a single keyword or a whole list of keywords that you want to add to the campaign. If so, you can add them all at once, but just make sure to add one keyword per line. Another thing to note is that I am including the correct symbols around my negative keywords to indicate what type of match I want to cancel. So the square brackets are canceled as an exact match. Quotation marks deny as sentence match. And if you write the word without any symbol, it will be canceled using a broad match. So here I add two negative keywords in the campaign. An exact match and an expression match. We then click on Save. And these will be added to the campaign. We can also only add keywords from specific ad groups. An example of this could be in our previous dress campaign, then we could break down the different types of dresses into each ad group. So we could have one ad group for summer dresses, one for party dresses, one for day dresses, et cetera. But let’s say we don’t sell long summer dresses, but we sell long evening dresses and long day dresses. We might then want to remove the long word from the summer clothing ad group. So here we go, we click on the blue plus. Make sure it is checked. Then this time we click on the drop down menu and change that to ad group. You can then click here and choose the ad groups you want to add this to. Then the process is the same as before. We just type in the words we want to deny. And I click on Save. The other way we can cancel the keywords is by building a list and applying it to multiple campaigns or even the whole account. To do this, we click here on Tools and Settings. Then under Shared library we click negative keyword lists which brings this issue up. We can then click on the blue plus, which gives us the option to create a new list. We can then name our list. So I’ll just call mine Generics. We can then add any negatives here that we don’t want to show. It’s great when you have a list of searches or products that you know you never want to show up. So, for example, let’s take the sartorial example from earlier. Let’s say you don’t sell skirts or shorts and you know you never want to show these products, so you can add them here. Also, you might not want to pay for people looking for your phone number or contact details. Again, you can add them as negative keywords to make sure you never show them. We then click on Save. And that creates the list for us. Now this is just a list in our account which is not associated with any campaign so we need to join it. To do this we check the box next to the list and click Apply to Campaigns. If we check the box at the top, it adds that to all campaigns for the entire account. You can also select a specific list of campaigns you want to add your exclude list to. Once you click Apply, this list will now be added to the relevant campaigns. So we can see here that we have four keywords associated with five campaigns.