Creating a list of negative keywords allows marketers to block ads from showing for specific irrelevant terms and serving unwanted impressions or clicks across multiple campaigns.
Marketers can create a negative-keyword list that includes those terms, then apply the list to relevant campaigns.
This will help marketers to avoid manually adding the same negative keywords to individual campaigns, and allows them to more easily manage future changes to negative keywords across campaigns, according to Google’s help center information about negative keyword lists.
For example, Google says, a sporting goods store that sells workout clothes can create a list of negative keywords that includes terms such as “shoes with 1-inch heels” or “dress pants.”
When marketers create an account-level list of negative keywords, it will automatically apply to all search and shopping inventory in relevant campaign types. This enables marketers to create one global, account-level list that applies negative keywords across all relevant inventory in an account.
The list can be created list by considering negative search terms for the brand, and then they can all be entered at once in the “Negative keywords” section of the “Account Settings” in the brand’s Google Ads account.
Marketers can specify whether to exclude these based on broad, exact, or phrase match.
Marketers are limited to excluding 1,000 negative keywords for each account.
Excluding negative words can lead to higher click-through rates and conversion rates, resulting in a better return on investment.
Laurie, this goes well beyond negative keywords. What happens when Google puts a company into a total false category such as they did with Sweepstakes Today and being placed into the "Gambling" category? I showed you the screenshot of this Google account. Maybe you can ask Google why and who did this years ago and write a follow up about it.