As a service to you, we're taking our combined PPC knowledge over the years of multiple campaigns and hundreds of thousands spent on PPC and giving you access to various negative keyword lists that we have built up over time for Google Adwords and Bing Ads. Note that we don't have one single list, because different lists are required for different purposes, but we've broken out each list into a specific category to help you depending on your industry. Our promise to you is that this list will constantly be updated over time and we welcome feedback on what we're missing, so please (seriously, please) add your own comments or lists and we will build the ultimate negative keyword list to fight our common enemy: the lost click.
It's up to you on how you want to apply matching, but we recommend broad match by default. Phrase will probably work fine as well, especially if you don't want to risk cutting off too much fat, but exact match won't help at all with negative lists. Read more on how does matching work on the Google Adwords blog.
The asterisks next to each category represent the danger level of potentially taking out legitimate searches.
- One asterisk = Completely safe for most industries
- Two asterisks = May have a few unwanted matches, but overall acceptable to cut out unwanted searches.
- Three asterisks = A fine line that is meant to remove searches that might be on target, but poor quality.
- Four asterisks = Very industry dependent (local or non-local, type of shopper). Use with caution.
If you need to know why you need negative keyword lists, read our EcomCrew post on how easy it is to go broke on PPC marketing to gain a better understanding.
Also, some link love to lists out there:
- Open Source Negative Keyword List – great sheet with city names, useful for removing local searches