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Negative Keyword Tool
Build a negative keyword list from a search terms report.
Add starter categories
Quick Tool Overview
The Negative Keyword Tool breaks a search terms report into individual words and two-word phrases ranked by frequency, so the pattern behind wasted spend is visible rather than buried in a thousand rows. It ships with the five categories that waste money on nearly every account, and writes the list in the match type you choose.
- What it does
- Builds a negative keyword list from a search terms report
- You give it
- The query column of your search terms report
- You get back
- Ranked words to exclude, formatted as negatives
- Best for
- Cutting wasted spend on any paid search account
About the Negative Keyword Tool
Paste a search terms report and the tool breaks it into individual words and phrases, ranked by how often they appear, so the pattern behind the waste is visible. Tick the ones to exclude and the negative list is written in the match type you choose.
It also ships with a starter list, because most wasted spend falls into the same handful of categories on every account: people looking for free versions, people looking for a job rather than a service, people wanting to do it themselves, people researching rather than buying, and people looking for a competitor by name. Those five buckets are the first pass on any account. The report-driven half is the second pass, and it is the one that finds the waste specific to you — the product you do not stock, the city you do not deliver to.
Key features of the Negative Keyword Tool
Frequency ranked
Individual words and two-word phrases sorted by how often they appear, which is where the pattern shows.
Starter categories
Free, jobs, DIY, research and adult terms — the first pass on every new account.
Match types explained
Phrase for most, exact for surgical, broad with care — and it says which does what.
Literal matching warning
Negatives do not use close variants, so misspellings need adding explicitly. The tool suggests common ones.
Nothing uploaded
A search terms report is commercially sensitive, and this one never leaves the browser.
How to use the Negative Keyword Tool
-
1
Paste the search terms
The query column from a search terms report, one per line.
-
2
Read the ranked words
Individual words and two-word phrases ranked by frequency, so the pattern shows.
-
3
Add the starter categories
Free, jobs, DIY, research and adult terms — the five that waste money on nearly every account.
-
4
Copy the negative list
Written in your chosen match type, ready for the negative keyword field.
Frequently asked questions
Phrase match for most, which blocks any query containing that phrase in order. Exact negatives block only that precise query and are for surgical exclusions. Broad negatives block queries containing all the words in any order, which is powerful and easy to over-apply.
No, and this catches people out. Negatives match literally — excluding "free" does not exclude "freee" or "for free" unless you add them. Misspellings and plurals need adding explicitly, which is why a negative list keeps growing.
Shared negative lists at account level for the universal ones like jobs and free, applied to every campaign. Campaign and ad group negatives for the specific ones, including the cross-negatives that stop your own ad groups competing with each other.
Weekly on a new campaign, monthly once it settles. The most expensive waste is the query you never looked at, and search terms reports are the only place it is visible.
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