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Save Your Money in AdWords with Universal Negative Keyword Lists

One of the most important things for Pay Per Click (PPC) optimization is the use of negative keywords.


Negative keywords are words and phrases that are irrelevant for your business and ones that you do not want searchers to associate with your products and services.

When you add negative keywords to your PPC campaigns your ads will not be served if those words are part of the user’s search query. It’s important when adding them to make sure that your Ads are shown only for potentially interested customers who are looking to buy your product or services and not to someone who is looking for a job, or guideline, DIY, etc.

I would like to share with you some lists of negatives that could help you to increase your traffic quality once you start using them.

For your convenience, the lists are separated by the area of business in which they should be used. These lists are good to start with and you can then develop them for your campaign by checking the search query report.

As these are general lists, they would be suited to almost every business. I suggest that you review them and make sure that the ones you add do not contain the specific words that would be relevant for attracting customers in your specific area of business.

Once you review the list you can add it on the Shared library level and apply to All of your campaigns.

General Negatives. These are suited to almost any Campaign:

Job seekers. If you need to prevent your ads from being shown to people looking for information related to jobs, resumes, etc.:

Unless you’re a school or training company, you can add these words as negatives:

Unless you are connected with the travelling industry, you can add these words as negatives:

To avoid being shown for mix researchers, reference searches & statisticians:

Manufacturers & industrial:

No bargains here! These are good if you’re a premium provider:

To avoid clicks from developers who are looking for free resources, and consumers looking for tools, guidelines and home-use products:

Countries. If you need to target only one country (don’t forget to exclude your target country):

AdWords Search Innovations – DLSA and updates to RLSA

Today I was excited to share 2 AdWords updates.

AdWords improves RLSA

RLSA (search remarketing) has proven to be one of the most useful types of targeting in AdWods. Usually, I use it in 2 cases:

  • To target my past visitors bidding on more general keywords which usually have a lower conversion rate. For example, I create a remarketing list of people who have visited parts of my website which are related to shoes.  Then I create RLSA campaign adding this remarketing list and target keyword +shoes. It would be a great reminder for people to come back to my website to complete a purchase. In this case, I need to use “target and bid” option.
  • To bid on all my current keywords increasing bids for people who have already been on my website. In this case, I don’t need to create a separate campaign, I just add required audiences in existing groups under “Audience” Tab and add bid adjustment. In this case, I should choose “bid only” option.


Here are main RLSA updates:

  1. Now you can keep visitors on your list for a longer period (up to 540 days);
  2. You can reach people across different devices, if someone has searched on laptop or tablet, you can reach them on the mobile phone.
  3. A bit later this year you would be able to add remarketing lists on the campaign level.

AdWords introduces DFSA

Demographics for search ads (DFSA) were available both in Bing and Yandex but not in Google. What advantage can you get from this update? If you will create AdWords segment in Google Analytics account which would show your AdWords traffic and open Gender report you could see that your conversion rate from male audience is higher compared with female like in this example:


If you have high lost impression lost due rank in the campaign, you can add bid adjustment for the male, so you will get more impressions when the male audience is searching for your products in Google. As a result, you will get more traffic with higher conversion rate and more transactions.

Apart from gender settings, you can also analyse age and parental status reports.

Also, you can exclude some audiences, for example, specific age groups, but first check needed report because I was often surprised checking age and gender reports.

Read more about recent updates and some interesting case studies at official Inside AdWords blog.