The manual way comes first, in Google Ads itself. Then the same problem as Goldbeater finds it, every day, without anyone asking.
A list is negatives you keep once and use everywhere they fit.
A negative keyword keeps a campaign off searches that contain it. When the same unwanted searches reach several campaigns, Google’s answer is a negative keyword list: one named set of negatives, applied to as many campaigns as need it, so you don’t add the same negatives to each by hand, and a change to the list reaches all of them at once.
Google’s limits are generous: 20 lists an account, and up to 5,000 negatives in each. A list applies to whole campaigns, never to a single ad group. Separately, an account-level list of up to 1,000 negatives applies itself to all your search and shopping inventory in the campaign types it covers. The negative keywords guide covers how a negative of each match type matches, and adding one to a campaign, an ad group or the account.
How to make a list and apply it
Make a list from negatives you’re adding anyway:
- Go to Campaigns › Keywords and open the Negative keywords tab.
- Select the plus button, then Select a campaign and pick one.
- Enter or paste one negative keyword per line.
- Tick Save to new or existing list, name the list, and select Save.
Apply it to other campaigns:
- From the Tools menu, open Exclusion lists and the Negative keywords lists tab.
- Tick the list, select Apply to campaigns, choose the campaigns and confirm.
Then look for the gaps. Write down which campaigns carry each list. A campaign that sells what the others sell and doesn’t carry it is usually one someone forgot, and it goes on paying for the searches the list keeps the others off.
| Campaign | Carries “Not for sale” | Its searches the list blocks |
|---|---|---|
| Sofas — Phrase | Yes | — |
| Beds — Phrase | Yes | — |
| Rugs — Broad | Yes | — |
| Chairs — Phrase | Yes | — |
| Tables — Phrase | No | 2 searches, $50 |
And for copies. In the Negative keywords tab, sort by the negative keyword: the same negatives added separately to several campaigns are a list waiting to be made.
Apply it everywhere it fits, and nowhere it doesn’t
A list is built for some campaigns and not others. A list of your brand’s words keeps generic campaigns off brand searches, and would stop your brand campaign serving at all. A list of rivals’ names belongs off the campaign that bids on them. A list named for one product line may not suit the next.
So before applying a list to a campaign, check that none of its negatives blocks one of the campaign’s own keywords, and that it wouldn’t have blocked a search that converted there. Google flags a negative that blocks a keyword once it’s in place, and the ad preview tool guide traces one from a search with no ad; the search terms guide covers reading what a campaign actually bought.
What it looks like when Goldbeater finds it
Every day Goldbeater reads every list, the campaigns carrying each, every campaign’s own negatives and the searches each campaign bought in the last 30 days. It raises a list that most of the campaigns it fits carry, a majority a coin would give one time in twenty or less (seven of eight, nine of eleven), missing from another it fits. Where fewer carry it, even one, it raises a campaign the list fits only if that campaign bought searches in the last 30 days the list would have kept out. A campaign counts as fitting where none of the list’s negatives blocks one of its keywords or a search that converted there, where its name has the words the list’s name shares with every campaign carrying it, and where it isn’t outside the kind of campaign the list was put on: if every campaign carrying it is named NonBrand, and that’s unlikely by chance, a brand campaign isn’t offered it. It drafts applying the list, and recommends it, medium where the list would have kept out $20 or more, only where the campaign’s own searches it would block brought no conversion in more clicks than chance explains. Until then the list is offered: as an early read while those clicks are too few to judge, and low where it would have kept out nothing the campaign bought.
Missing the negative keyword list "Not for sale" that 7 other Search campaigns carry
Tables — Phrase
7 of the 8 Search campaigns it fits carry the list, and here its 9 negatives would have kept out 2 searches the campaign bought in 30 days, $50 on 42 clicks with no conversion, which happens 12% of the time by chance where this campaign's other searches convert 5.0% of clicks.
- Campaigns with the list
- 7
- Negatives not in force here
- 9
- Searches it would block
- 2
- Cost
- $50
- Clicks
- 42
Could it be luck?
| Clicks with no conversion | Chance by luck | Reads |
|---|---|---|
| 0 clicks | 100% | Too early to judge |
| 3 clicks | 86% | Too early to judge |
| 6 clicks | 74% | Too early to judge |
| 9 clicks | 64% | Too early to judge |
| 12 clicks | 55% | Too early to judge |
| 15 clicks | 47% | Too early to judge |
| 18 clicks | 41% | Too early to judge |
| 21 clicks | 35% | Too early to judge |
| 24 clicks | 30% | Too early to judge |
| 27 clicks | 26% | Too early to judge |
| 30 clicks | 22% | Too early to judge |
| 33 clicks | 20% | The line: Goldbeater recommends the list |
| 36 clicks | 17% | Enough to judge |
| 39 clicks | 14% | Enough to judge |
| 42 clicks | 12% | The searches it would block, now: enough to judge |
| 45 clicks | 11% | Enough to judge |
| 48 clicks | 9% | Enough to judge |
| 51 clicks | 8% | Enough to judge |
| 54 clicks | 7% | Enough to judge |
| 57 clicks | 6% | Enough to judge |
| 60 clicks | 5% | Enough to judge |
Now: 42 clicks, no conversion12% by luck · enough to judge
The searches it would block, nowChance of no conversion by luck, where this campaign's other searches convert 5.0% of clicksUnder 20%, Goldbeater recommends the listIt crossed the line at 33 clicks, where Goldbeater recommends the list: at 42 clicks, luck alone brings no conversion 12% of the time.
| oak dining table second hand | 24 | $29 |
| diy oak dining table | 18 | $21 |
A negative keyword list left off a campaign it fits, where most of the campaigns it fits carry it, more than chance would give, or where even one carries it and this campaign bought searches the list would have kept out: that campaign keeps paying for the searches the list keeps the others off. Goldbeater applies the list only where none of its negatives would block the campaign's own keywords or a search that converted there over the last year, never where the list's name says it isn't for that campaign (a Non-FINRA list on a FINRA campaign), and never outside the kind of campaign its carriers are all named for (a NonBrand list on a brand campaign). It names the searches the list would have kept out, and recommends it only where their clicks bringing no conversion is unlikely by chance; until then it's an early read, and the list is offered.
Apply "Not for sale" to Tables — Phrase, as 7 of the account's other Search campaigns have it: its 9 negatives not already here would keep Tables — Phrase off the searches they keep the others off. None of them blocks this campaign's keywords or a search that converted here over the last year. It's the change below. If Tables — Phrase is meant to show on these searches, leave it off.
- Apply the negative keyword listNot for saleCampaignTables — Phrase
It reaches your account when you approve it in the change set and press Apply. An applied change can be undone.
This is “A negative keyword list your other campaigns carry, missing from one” on a sample account. See what it finds in your own account and what the fix is worth, and ask your AI analyst about any finding.
Get a free first lookIt also raises three or more negatives kept as their own by the same three or more campaigns, with the advice to make them a list. That one is advice only, since making a list is a step Goldbeater doesn’t draft: the finding names the campaigns to apply it to.
4 negatives kept separately on each of 3 campaigns
3 campaigns
The same 4 negatives are kept on each of the 3 campaigns: 12 copies to keep in step.
- Negatives
- 4
- Campaigns
- 3
- Copies
- 12
| antique | Broad |
| commercial | Broad |
| "custom made" | Phrase |
| outdoor | Broad |
| Sofas — Phrase |
| Rugs — Broad |
| Beds — Phrase |
The same negatives kept separately on several campaigns, or on every ad group of one. Each copy is edited on its own, and a new campaign or ad group starts without them. Goldbeater groups them by the campaigns that carry them, so each finding is one negative keyword list to make, or one campaign to hold them.
In Google Ads (Tools, Exclusion lists), put these negatives in one negative keyword list, apply it to the 3 campaigns (Sofas — Phrase, Rugs — Broad and Beds — Phrase), and remove each campaign's own copies. A list is changed once for every campaign that carries it, and a new campaign takes all of it in one step.
The steps under What to do are the fix. Goldbeater drafts no change for this one.
This is “The same negative keywords kept in many places” on a sample account. See what it finds in your own account and what the fix is worth, and ask your AI analyst about any finding.
Get a free first lookQuestions
- How many negative keyword lists can I have?
- Google allows 20 lists in an account, with up to 5,000 negative keywords in each.
- Can I apply a negative keyword list to one ad group?
- No. A list applies to whole campaigns. For one ad group, add the negatives to that ad group itself.
- What’s the difference between a list and account-level negatives?
- A list reaches the campaigns you apply it to. Account-level negative keywords, up to 1,000, apply by themselves to all search and shopping inventory in the campaign types they cover.
- Should every campaign carry every list?
- No. A list belongs on the campaigns it was built for. Check that none of its negatives blocks a campaign’s own keywords, or a search that converted there, before applying it.