These are the Negative Keyword Lists that every Google Ads account should have:
| List Name | Description |
|---|---|
| Brand Terms | Contains phrase match versions of your brand name (including misspellings) as well as names of your key products that are closely associated with your brand. Added to most of your campaigns, to funnel all branded searches into your branded campaigns. Example “nike” “air jordan” |
| Global Exclude: Irrelevant | Contains exact and/or phrase match versions of terms that are irrelevant to your product or brand. This keyword list is added to all campaigns. Example “used” “fake” “dress shoes” |
| Global Exclude: Too Broad | Contains usually only exact match versions of very broad terms that very broadly describe your product. Although relevant, they are too high up the funnel for most brands, and very unlikely to convert. Excluding these should generally reduce your costs without affecting your revenue. This keyword list is added to all campaigns. Example [shoes] |
| Competitors | Contains phrase match versions of your competitor’s brands. For many brands, it is relatively difficult to convert on your competitor’s branded search, and so if you want to bid on your competitor’s terms, it makes sense to have dedicated campaigns for this purpose. Added to most of your campaigns, to funnel all competitor searches into your competitor campaigns. Example “adidas” “puma” “new balance” |
Alex Czartoryski 