Within Google Ads, negative keywords block your ad from being shown when the negative keyword appears in the search query. They can be set at campaign or ad group level.
You can also add negative keywords at scale by creating a feed of negatives in the shared library and applying these quickly and effectively across each campaign. In order to do this, navigate to: Tools & Settings > Negative keyword lists > click on “+ List”
This allows you to share lists between campaigns. Once a keyword gets added to the list, it immediately is excluded in all campaigns that are using that list. This usually results in cost savings. You could potentially create negative lists across several areas, for example positioning keywords such as “free” or “discount”, irrelevant keywords around sensitive searches such as “terrorism”, or campaign-specific routing keywords such as brand keywords across non-brand campaigns.
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