If you’ve been in the world of PPC advertising for any length of time, you’re familiar with negatives. This is THE ultimate AdWords negatives keyword list. It covers every major subsection of keywords you can negate.
What are negative keywords?
For the uninitiated, advertisers use what’s called ‘Negative’ keywords to prevent their ads for showing up on certain terms.
In other words, a negative keyword is a word or phrase that’s irrelevant to your campaign and you do not want to target in your ad.
It’s crucial to account for negative keywords because you don’t want to pay for terms that will never convert into sales.
Negative keyword examples
Let’s say you provide a chauffeur service like one of our long-time clients ProLivery.com and you have a campaign focused just in the MD/DC/VA area.
You WANT your ad to show up when people in that area search for things like:
- chauffeur service
- hire chauffeur
- cost of private chauffeur
- best chauffeur company, etc.
But you DON’T WANT your ads to show up when a user searches for things like:
- chauffeur jobs maryland
- how to become a chauffeur
- chauffeur salary
- chauffeur jobs, etc.
So what’s an advertiser to do? Simple, just add the following negative keywords to the list:
- job
- jobs
- how to
- become
- salary
Here are a few more examples in-practice:
- “Small business programs” – Shopify’s ad was showing up for “small business programs.” Almost all the searchers were looking for training programs rather than starting a Shopify store. This key phrase is completely irrelevant and Shopify should not be paying for this.
- “Free” – The search intent of this term focuses on obtaining only free information. These people are not looking to buy at all. They’re currently in the stage to only look for free things like a “free Photoshop course.”
- “Torrents” – These people want to illegally download a software, course, file, or film. Their buyer intent is zero. Therefore, make sure you include this in your negative keyword list so you are not paying for ads on this term.
- “YouTube”, “Amazon”, “Udemy”, or “Craigslist” – These terms imply very specific search intent. They are looking for a specific website and will be blind to almost everything else. Attempting to show an ad to sell them on something that costs money is a waste of money. While some of them have buyer intent, the intent is geared towards a specific website.
We’ve expanded this AdWords negative keywords list
At Level, we spend tons of time combing through keyword logs to see what’s working & as importantly, where we’re wasting spend. We’ve compiled this massive list of keyword negatives.
This is a compilation of the biggest common negative keyword lists we’ve scoured the earth for plus a bunch of our own.
Get a downloadable spreadsheet of these negative keywords >>
If you’re looking for a similar list for your display ads, see our display network list.
Universal negative keywords
These should usually be added to any campaign by default. Feel free to pick and choose the ones that are relevant to your campaign or use them all.
cheap
directions
facebook
sample
samples
sampler
sampling
recipe
myspace
map
maps
video
game
games
free
no charge
no cost
youtube
vimeo
torrent
torrents
download
nude
naked
porn
ebay
udemy
craigslist
porno
B2B negative keywords
about
advice
agencies
agency
article
articles
association
associations
blog
blogs
book
books
bulletin
bulletins
buy
case studies
case study
class
classes
club
clubs
college
colleges
conference
conferences
consultants
consulting
consumer
council
councils
course
courses
data
define
definition
developer
developers
diagram
direct hire
direct placement
education
employer
employers
employment
example
examples
FAQ
firm
firms
forum
forums
foundations
freelance
freelancer
freelancers
freelancing
full-time
guide
guides
head hunter
hiring
history
home
house
household
image
images
independent contractors
info
information
institute
institutes
intern
interns
internship
internships
job
jobs
journal
journals
learn about
logo
logos
magazine
magazines
map
maps
meaning of
metrics
news
newsletter
newsletters
newspaper
newspapers
overstock
part-time
personal
photo
photos
picture
pictures
position
positions
program
programs
refurbished
recruiter
recruiters
recruiting
report
reports
research
resource
resources
resume
resumes
review
reviews
salaries
salary
sample
samples
school
schools
seminar
seminars
staffing
statistics
stats
store
stores
success stories
success story
temp
temporary
theories
theory
training
tutorial
tutorials
universities
university
what are
what is
white paper
white papers
wiki
wikipedia
workshop
workshops
business to consumer
goods
business-to-consumer
used
vintage
recreational
recreation
hobby
diy
homes
B2B tech
If you’re selling to other businesses in tech or SaaS, consider including:
advice
agencies
agency
article
articles
association
associations
blog
blogs
book
bulletin
bulletins
career
careers
case
studies
case study
class
classes
club
clubs
conferences
consultant
consulting
free
define
definition
freelancing
freelancer
faq
home
house
guide
guides
full-time
fulltime
temp
temporary
what are
training
tutorial
tutorials
review
reviews
resource
report
reports
resources
workshop
workshops
wiki
wikipedia
youtube
recruiting
recruiters
salary
salaries
school
schools
university
universities
stats
Weed out job seekers
employment
hiring
hire
intern
interns
internship
internships
job
jobs
recruiter
recruiting
resume
resumes
salaries
salary
employer
group
occupation
occupations
fulltime
full time
full-time
parttime
part-time
part time
work
openings
postings
sample
pay
range
paid
recruiters
recruitor
recruitors
Nix researchers, reference searches & statisticians
Avoid keywords from people who are looking for research and data to cite or looking for loosely related information:
about
association
associations
organization
organizations
definition
define
diagram
community
example
examples
history
manual
manuals
instruction
guide
instructions
guides
model
map
maps
sample
samples
white
paper
whitepaper
whitepapers
papers
what are
what i
What is
book
books
case studies
case study
journal
journals
magazine
magazines
metrics
news
research
review
reviews
statistics
stats
success stories
success story
tutorial
tutorials
white paper
white papers
rating
ratings
opinion
opinions
article
articles
study
studies
information
info
picture
pictures
photo
photos
negative review
bad review
comparison
comparisons
contest
user manual
project
Unless you’re a school or training company, you’ll probably want to exclude these keywords
classs
class
classes
college
colleges
course
courses
education
school
schools
training
universities
university
learn
community college
tutorial
tutorials
textbook
textbooks
books
st college
state college
best college
local college
No bargains here! These are good if you’re a premium provider
These negative keywords are great if you want to avoid the bargain hunter:
bargain
bargains
blowout
blowouts
cheap
cheapest
clearance
clearances
close out
close outs
closeout
closeouts
deal of the day
deal of the week
deals
deal
discount
discounts
discount code
discount codes
discounted
free
inexpensive
liquidation
lowest
cost
low cost
provider
low price
price
prices
limited
time offer
warehouse
warehouses
chain
odd lots
odd lot
outlet
outlets
mall
malls
online
special
wholesale
wholesales
Price shoppers? No thanks
price
prices
pricing
quote
quotes
retailer
retailor
retailors
retailers
comparison
reviews
review
good reviews
good review
amazon reviews
amazon review
best reviews
best review
worst revews
worst review
negative review
negative reviews
DIY
craft
crafts
create
creating
hand made
handmade
home
homemade
how can
how does
how to
make
making
when can
when i
where can
Software, high-tech & developers
A bit tricky. Read over these carefully & avoid the negatives that don’t apply to you.You can use these keywords to avoid software developers who are looking for free stuff:
burn
burner
code
community
cd burner
cd
cd code
cd codes
cd burners
desktop
developers
for developers
developors
develeoper
disk
download
downloads
dvd
error
file
files
freeware
freemium
free
forum
game
games
gnu
hack
hacks
video game
support
api
shortcut
shortcuts
shareware
tip
tips
video
windows
apps
appz
iphone
mobile
android
droid
web
apple
microsoft
linux
library
libraries
mac
java
html
css
c++
javascript
excel
do-it-yourself
dbase
delphi
sheet
spreadsheet
fox
firefox
visual basic
ajax
sql
mysql
template
templates
open source
public domain
vb
xp
xml
xls
retail
retailer
retailers
sophortcuts
Manufacturers & industrial
antique
consumer
export
exporter
exporters
hobby
hobbies
hobbys
import
importer
importers
measurement
model
models
regulations
rent
rental
repair
repairs
retail
retailer
retailers
rules
safety
specifications
specs
standards
store
toy
toys
used
vintage
Products & materials
aluminum
ceramic
cotton
fabric
glass
gold
iron
leather
metal
paper
plastic
rubber
silver
stainless steel
steel
stone
vinyl
wood
Legal / law
act
act of
compliance
law
laws
legal
legislation
regulation
regulations
Transportation & travel
about
advisory
apartment
architecture
article
articles
association
associations
bank
blog
blogs
book
books
bulletin
bulletins
case studies
case study
certification
channel
class
classes
club
clubs
college
colleges
condo
conference
conferences
council
councils
county court
course
courses
data
dating
define
definition
diagram
education
example
examples
FAQ
festival
forum
forums
foundations
guide
guides
history
homes
image
images
info
information
institute
institutes
jobs
journal
journals
learn about
library
logo
logos
magazine
magazines
map
maps
meaning of
metrics
music
music video
news
newsletter
newsletters
newspaper
newspapers
nursing
photo
photograph
photographs
photos
picture
pictures
police
program
programs
real estate
report
reports
research
resource
resources
review
reviews
ringtones
sample
samples
school
schools
seminar
seminars
sisterhood
statistics
stats
success stories
success story
theories
theory
trail
training
tutorial
tutorials
universities
university
warped tour
weather
what are
what is
white paper
white papers
wiki
wikipedia
workshop
workshops
Premium shoppers negative keywords list
designer
high end
expensive
luxury
luxurious
most expensive
high priced
Curse / Swear words
anal
anus
arse
ass
ballsack
balls
bastard
bitch
biatch
bloody
blowjob
blow job
bollock
bollok
boner
boob
bugger
bum
butt
buttplug
clitoris
cock
coon
crap
cunt
damn
dick
dildo
dyke
fag
feck
fellate
fellatio
felching
fuck
f u c k
fudgepacker
fudge packer
flange
goddamn
god damn
hell
homo
jerk
jizz
knobend
knob end
labia
lmao
lmfao
muff
nigger
nigga
omg
penis
piss
poop
prick
pube
pussy
queer
scrotum
sex
shit
s hit
sh1t
slut
smegma
spunk
tit
tosser
turd
twat
vagina
wank
whore
wtf
And of course the unwanted geographies!
Be careful to not exclude the geographies you want! And know that some cities, e.g. Newark, show up in multiple states and countries. NOTE: MD/DC/VA are last as we do most of our work there 🙂
Alabama
Birmingham
Montgomery
Mobile
Huntsville
Tuscaloosa
Alaska
Anchorage
Fairbanks
Juneau
Sitka
Ketchikan
Arizona
Phoenix
Tucson
Mesa
Chandler
Glendale
Arkansas
Little Rock
Fort Smith
Fayetteville
Springdale
Jonesboro
California
Los Angeles
Orange County
San Diego
San Jose
San Francisco
Fresno
Sacramento
Colorado
Denver
Colorado Springs
Aurora
Fort Collins
Lakewood
Connecticut
Bridgeport
New Haven
Hartford
Stamford
Waterbury
Florida
Jacksonville
Miami
Tampa
St. Petersburg
Orlando
Tallahassee
Georgia
Atlanta
Augusta
Columbus
Savannah
Athens
Hawaii
Honolulu
Hilo
Kailua
Kapolei
Kaneohe
Idaho
Boise
Nampa
Meridian
Idaho Falls
Pocatello
Illinois
Chicago
Rockford
Joliet
Naperville
Springfield
Indiana
Indianapolis
Fort Wayne
Evansville
South Bend
Hammond
Iowa
Des Moines
Cedar Rapids
Davenport
Sioux City
Waterloo
Kansas
Wichita
Overland Park
Kansas City
Topeka
Olathe
Kentucky
Louisville
Lexington
Bowling Green
Owensboro
Covington
Frankfort
Louisiana
New Orleans
Baton Rouge
Shreveport
Lafayette
Lake Charles
Maine
Portland
Lewiston
Bangor
South Portland
Auburn
Massachusetts
Boston
Worcester
Lowell
Cambridge
Michigan
Detroit
Grand Rapids
Warren
Sterling Heights
Lansing
Minnesota
Minneapolis
Saint Paul
Rochester
Duluth
Bloomington
Mississippi
Jackson
Gulfport
Hattiesburg
Southaven
Biloxi
Missouri
Saint Louis
Independence
Columbia
Jefferson City
Montana
Billings
Missoula
Great Falls
Bozeman
Butte
Helena
Nebraska
Omaha
Lincoln
Bellevue
Grand Island
Kearney
Nevada
Las Vegas
Henderson
North Las Vegas
Reno
Sparks
Carson City
New Hampshire
Manchester
Nashua
Concord
Derry
New Jersey
Newark
Jersey City
Paterson
Elizabeth
Edison
Trenton
New Mexico
Albuquerque
Las Cruces
Rio Rancho
Santa Fe
Roswell
New York
New York City
Buffalo
Yonkers
Syracuse
Albany
North Carolina
Charlotte
Raleigh
Greensboro
Winston-Salem
Durham
North Dakota
Fargo
Bismarck
Grand Forks
Minot
West Fargo
Ohio
Cleveland
Cincinnati
Toledo
Akron
Oklahoma
Oklahoma City
Tulsa Norman
Broken Arrow
Lawton
Oregon
Eugene
Salem
Gresham
Hillsboro
Pennsylvania
Philadelphia
Pittsburgh
Allentown
Erie
Reading
Harrisburg
Rhode Island
Providence
Warwick
Cranston
Pawtucket
East Providence
South Carolina
Charleston
North Charleston
Mount Pleasant
Rock Hill
South Dakota
Sioux Falls
Rapid City
Aberdeen
Brookings
Watertown
Pierre
Tennessee
Memphis
Nashville
Knoxville
Chattanooga
Clarksville
Texas
Houston
San Antonio
Dallas
Austin
Fort Worth
Utah
Salt Lake City
West Valley City
Provo
West Jordan
Orem
Vermont
Burlington
Essex
South Burlington
Colchester
Rutland
Montpelier
Washington
Seattle
Spokane
Tacoma
Vancouver
Olympia
West Virginia
Huntington
Parkersburg
Morgantown
Wheeling
Wisconsin
Milwaukee
Madison
Green Bay
Kenosha
Racine
Wyoming
Cheyenne
Casper
Laramie
Gillette
Rock Springs
Ottawa
Scotland
Scottsdale
Uk
India
London
Toronto
Canada
Sydney
Sussex
Melbourne
Australia
Thailand
States
AL
Alabama
AK
Alaska
AZ
Arizona
AR
Arkansas
CA
California
CO
Colorado
CT
Connecticut
FL
Florida
GA
Georgia
HI
Hawaii
ID
Idaho
IL
Illinois
IN
Indiana
IA
Iowa
KS
Kansas
KY
Kentucky
LA
Louisiana
ME
Maine
MA
Massachusetts
MI
Michigan
MN
Minnesota
MS
Mississippi
MO
Missouri
MT
Montana
NE
Nebraska
NV
Nevada
NH
New Hampshire
NJ
New Jersey
NM
New Mexico
NY
nyc
New York
NC
North Carolina
ND
North Dakota
OH
Ohio
OK
Oklahoma
OR
Oregon
PA
Pennsylvania
RI
Rhode Island
SC
South Carolina
SD
South Dakota
TN
Tennessee
TX
Texas
UT
Utah
VT
Vermont
VA
Virginia
WA
WV
West Virginia
WI
Wisconsin
WY
Wyoming
Global Geographies
Winnipeg
Louis
Pensacola
Montreal
Malaysia
Pakistan
NZ
Perth
South
Africa
Sri
Lanka
UAE
United
Arab
Emirates
Mumbai
Ireland
Leeds
Dubai
Brisbane
Bangalore
Canada
Canadian
China
Chennai
Delhi
Singapore
Europe
Russia
UK
Germany
Spain
Italy
Ukraine
France
Romania
Hungary
Belarus
Poland
Serbia
Austria
Czech Republic
Bulgaria
Croatia
Latvia
Greece
Sweden
Netherlands
Moldova
Lithuania
Portugal
Finland
Bosnia
Norway
Denmark
Moscow
LONDON
St Petersburg
BERLIN
MADRID
ROMA
KIEV
PARIS
Bucharest
BUDAPEST
Hamburg
MINSK
Warsaw
Belgrade
Vienna
Kharkov
Barcelona
Novosibirsk
Nizhny Novgorod
Milan
Ekaterinoburg
Munich
Prague
Samara
Omsk
SOFIA
Dnepropetrovsk
Kazan
Ufa
Chelyabinsk
Donetsk
Naples
Birmingham
Perm
Rostov-na-Donu
Odessa
Volgograd
Cologne
Turin
Voronezh
Krasnoyarsk
Saratov
ZAGREB
Zaporozhye
Lódz
Marseille
RIGA
Lvov
Athens
Salonika
STOCKHOLM
Kraków
Valencia
AMSTERDAM
Tolyatti
Kryvy Rig
Sevilla
Palermo
Ulyanovsk
KISHINEV
Genova
Izhevsk
Frankfurt am Main
Krasnodar
Breslau
Glasgow
Yaroslave
Khabarovsk
Vladivostok
Zaragoza
Essen
Rotterdam
Irkutsk
Dortmund
Stuttgart
Barnaul
VILNIUS
Poznan
Düsseldorf
Novokuznetsk
Lisbon
HELSINKI
Málaga
Bremen
Sheffield
SARAJEVO
Penza
Ryazan
Orenburg
Naberezhnye Tchelny
Duisburg
Lipetsk
Hannover
Mykolaiv
Tula
OSLO
Tyumen
Copenhagen
Kemerovo
DC/MD/VA (DMV) keywords
Delaware
Wilmington
Dover
Newark
Middletown
Maryland
Baltimore
Frederick
Rockville
Gaithersburg
Bowie
Annapolis Virginia
Virginia Beach
Norfolk
Chesapeake
Richmond
Newport News
Hope that helps guys. Happy optimizing!
What’s your biggest struggle with Google Ads? Let us know in the comments and we can help.
Get a downloadable spreadsheet of these negative keywords >>
If you’re looking for a similar type of list for your display ad campaigns, you have to check out our display network list.
