Automatically add negative keywords based on “positive keywords” you define.
- Shopping campaigns
- Dynamic search ads (DSA)
- Text Ads (combat Google’s “close-match”)
Shopping ads and DSA use data you provide to determine which search queries your products will appear for. Not unlike broad-match keywords, AdWords doesn’t always get it right.
Irrelevant terms are rife on Shopping Ads & DSA, and the problem multiplies as bids increase.
The following free AdWords Script helps by adding negative keywords automatically, based on positive keywords you define.
How it Works
You define a list of positive keywords in a Google Spreadsheet, the script then adds negative keywords where the query doesn’t match any of the words provided.
Let’s imagine you sell rucsacks and holdalls. Based on historical performance, you know queries containing “rucsack”, “holdall” or “bag” are all profitable, other queries just waste money.
You would just need to add “ruc”, “hold” and “bag” to the Google Spreadsheet and where queries don’t contain “ruc”, “hold” or “bag” they will be automatically added as a negative.
This can be setup for dozens of words, through dozens of adGroups in dozens of campaigns. Just create a new tab for each campaign, the tab (or sheet) can be named anything.
The negative keywords are added at AdGroup level.
Tip: Create an “all” AdGroup for prospecting
Script timing out? No problem, next time the script runs it will start with any sheets/campaigns it didn’t get round to last time (that’s what the timestamp on cell G1 is for).
- Make a copy of this google spreadsheet
- Grab a copy of the script
- Enter your campaign name, name the tab whatever you like, and enter your positive keywords
- Repeat as necessary (one tab per campaign)
- Paste the sheet link into the script
- Preview first, then set it to run hourly once you’re happy
Does the Script Work with Search/Text Campaigns?
It does indeed.
Just add a Search Campaign to the settings sheet and negatives will be added there.
With that, the script could be used to tame Google’s close variant matching (where “close” is often debatable). For example, if you’re targeting “scrabble” you might want to add queries which don’t contain “scrabble” as negative keywords.
Does the Script Work with Showcase Ads?
Yes! Just set the script up as you would a normal Shopping Campaign.
What if the script isn’t working?
Please check you have the latest version of both the script and the sheet. Then check the logs to see if there’s a message explaining the issue e.g. a missing negative keyword list.
If all looks well and there’s still an issue please leave a comment below.
Version 1.8 is live!
- We’ve added more settings, including a Max Conversions query filter
- The settings are now all on the spreadsheet making it easier to manage
- The script will convert the ‘positive keywords’ to lowercase, making the script case-insensitive
We’ve had dozens of agencies and in-house teams hire us on the back of this script alone, companies that saw the potential to further automate and systematise their way with bespoke solutions.
If you’d like to do the same, you can contact us here.