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    Account-Wide Negative Keywords Now Available on Google Ads

    Ad PlatformsGoogle AdsKeyword ResearchPPC

    Everything You Need to Know in Less Than 50 Words

    Account-level negative keywords allow advertisers to exclude specific search terms from their campaigns across all relevant search and shopping inventory. This helps advertisers to focus only on the most relevant and valuable keywords for their customers.

    Tell Me More

    As an advertiser, you want to ensure that your ads are displayed for searches that are relevant to your brand and have a high likelihood of leading users to take action. Account-level negative keywords allow you to exclude search terms from campaigns that are serving on search and shopping inventory, allowing you to focus only on the most relevant terms for your customers.

    By using negative keywords in your account settings, you can create a single list that applies negative keywords across all relevant search and shopping inventory in all campaigns in your account. This article explains how account-level negative keywords work and their benefits for your campaigns.

    What Are the Benefits?

    The benefits of using negative keywords include the ability to opt-out of showing your ads alongside content that may not be appropriate for your brand or serve your advertising goals. Negative keywords also give you more control over the content your ads are displayed alongside and help you exclude content that may not fit your business, even if it is in compliance with Google’s policies.

    When you create your account-level list of negative keywords, it will automatically apply to all search and shopping inventory in relevant campaign types, including Search, Performance Max, Shopping, Smart Shopping, Smart, and Local campaigns. This means that you only need to create the list once, and it will be applied to all campaigns that match the relevant inventory types.

    How It Works

    To create a list of account-level negative keywords, you simply need to navigate to the “Negative keywords” section of your account settings and enter the terms that you want to exclude. You can enter one word or phrase per line and choose between broad, phrase, or exact match types for each keyword. It’s important to choose negative keywords that are similar to your existing keywords but may cater to customers searching for a different product.

    It’s worth noting that negative keywords won’t match to close variants or other expansions, so it’s essential to choose your negative keywords carefully to ensure that they exclude the terms you want to avoid.

    If you need to remove or edit your account-level negative keywords, it’s straightforward to do so in your Google Ads account. You can remove negative keywords by selecting the relevant terms and clicking “Remove,” or you can edit keywords and match types by hovering over the keyword and making inline changes.


    In conclusion, using account-level negative keywords is an effective way to ensure that your ads are displayed only to the most relevant audiences and search terms. By creating a single list that applies to all relevant campaigns, you can save time and effort while ensuring that your ads are displayed alongside content that is appropriate for your brand and serves your advertising goals.

    Source: Google Support

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