About account-level negative keywords

As an advertiser, you want your ads appearing next to content that is related to your brand. Negative keywords enable you to exclude search terms and content from campaigns so you can focus only on what matters most to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).

Negative keywords in your account settings enable you to create a single account-level list that applies negative keywords across all relevant campaigns in your account.

This article explains account-level negative keywords and how they work with your campaigns.


Negative keywords allow you to opt out of showing your ads alongside content that may not be appropriate for your brand or serve your advertising goals. While Google has policies that define what types of content can be monetized for ads across its networks, negative keywords allow additional control and help you exclude content that, while in compliance with our policies, may not fit your business. Negative keywords in your account settings enable you to create a single account-level list that applies negative keywords across all relevant campaigns in your account.

Campaigns relevant to account-level negative keywords

When you create your account-level list of negative keywords, it will automatically apply to all eligible campaigns. These include all campaign types except Search, Standard Shopping, and Discovery campaigns.

How it works

When you create a list of negative keywords, you exclude certain terms. This list makes it easier for your ads to reach your target audience, resulting in better conversions.


You own a sporting goods store and you sell workout clothes. In this case, you can create a list of negative keywords that includes terms such as “dress pants” or “blouses”.

When selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product.

Negative keywords won’t match to close variants or other expansions.


If you exclude the negative broad match keyword flowers, ads won’t be eligible to serve when a user searches red flowers, but can serve if a user searches for red flower.

If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search. Depending on the other keywords or targeting methods in your ad group, some places where your ad appears may occasionally contain excluded terms.

You can create a single, account-level list of negative keywords on your Google Ads account. In your “Account Settings,” you’ll find the “Negative keywords” section. When you click on this section, you can begin creating your negative keywords list.

Excluding keywords

You can create your list by defining which search terms are considered negative for your brand. You can then enter this all at once in the “Negative keywords” section of your “Account Settings” in your Google Ads account. You can also specify whether you want to exclude these based on broad, exact, or phrase match.

Note: A limit of 200 negative keywords can be excluded for each account.

Bulk excluding keywords

If there are negative keywords you want to remove from your list, you can click on the checkbox next to each term in the “Negative keywords” section. Once you’ve selected all the terms you want to exclude from the list, click “Remove”.

Editing or removing keywords

You have 2 options when you want to edit your list of negative keywords.

  • You can add a filter to make it easier to search for specific terms in the list. You can create this by typing in your chosen keyword and choosing a match type.
  • You can make inline edits by hovering over your chosen keyword. Edit the keyword, its match type, or both before saving it.

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