Sharing a negative keyword list across multiple Google Ads campaigns is one of the most effective ways to manage your exclusions, prevent wasted budget on irrelevant searches, and maintain a consistent focus across your entire account. This process is managed via the Shared library in your Google Ads dashboard.

Here is the step-by-step guide on how to create and apply a shared negative keyword list.

Step 1: Create the Negative Keyword List

You’ll start by building your comprehensive list of irrelevant terms in the Negative Keywords Section.

1. Log in to your Google Ads account.

2. Click the Campaigns and select Audience,keywords, and content

3. Under that choose Keywords, click the Negative Keywords tab.

4. Click the blue plus button       to create a New list.

5. Select which campaign or ad group,where you want to add these Negative keywords.

6. In the ‘Add negative keywords’ field, choose either “Add negative keywords or create new list” or “Use negative keyword list” , then choose which campaign you want the negative keywords to add. Enter your negative terms, one keyword per line.

• Tip: This list is best used for broad, universal terms that are irrelevant to your entire business, regardless of the campaign.

7. Once you have added your keywords, you can check the box “save to new or existing list” if you want to create new list or add the keywords to the existing list.

8. Click Save.

Notes & Key Points for UK Advertisers

• Match Types: Negative keywords also use match types. Be precise to avoid blocking relevant searches:

• Negative Broad Match: Blocks searches containing all terms in the negative keyword, in any order.

• Negative Phrase Match: Blocks searches containing the exact phrase in the same order.

• Negative Exact Match: Blocks searches only when the search query is an exact match of the negative keyword.

• Maintenance: Regularly review your Search Terms Report to identify new irrelevant queries and add them to your shared list. Any changes to the shared list are instantly applied to all associated campaigns.

Example Scenario

Company: UTDS Optimal Choice (utds.io) – A UK provider of premium, high-end business software and consulting.

Problem: Their ads for “best business software” are showing up for people looking for cheap or educational resources.

Shared Negative Keyword List: “Bargain & Low-Intent UK”

Sharing this single “Bargain & Low-Intent UK” list ensures that all Search campaigns for UTDS Optimal Choice (whether for “CRM,” “ERP,” or “Consulting”) consistently avoid wasting budget on low-value traffic.