Suppose you have one campaign that has almost a thousand negative keywords, but the next one has just over 100. This shows that you didn’t do enough research for the second campaign. Every account, at some point, develops an average number of negative keywords. Try to stick to it.
The solution here is simple: create negative keyword lists. This db center.uk way you can quickly apply the same list to your campaigns and ad groups without repeating the same search over and over again.
(But don't forget to check these lists regularly, see point 1!)
3. Be careful not to put your negative keywords in the wrong place
When you start adding negative keywords to your account, do so with a clear strategy.
As mentioned, you can add negative keywords to each level of your ads, both at the account level and individual ad groups. A common mistake among marketers is to misplace negative keywords because they have temporarily lost sight of the larger strategy.
When working without a strategy, you can either use keywords that already appear in a negative keyword list or use negative keywords that should only be relevant at the ad group level in an account-level list. While the first is just a waste of time, the second could create confusion and bigger problems (again, see point 1).
The solution is not at all complex: set your priorities clearly, find out which keyword is relevant and which is not, then properly categorize and rank your negative keywords at the appropriate level.
For this step, refer to the irrelevant/relevant/most relevant section of the circular diagram we introduced earlier: the less relevant keywords should end up in the list for the entire account, the others may belong to one campaign (but not the other) and should be considered on a case-by-case basis.
