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Over 3,600 Negatives

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Negative Keyword Jumpstart Guide

About the Negative Keyword Lists

Warning: Don’t blindly apply any negative keywords.  Review the lists and only apply the negative keywords that apply to your campaigns.

US States

A list of US States and their two letter abbreviations.  Note there are some abbreviations (like “IN” and “ME”) that you probably don’t want to add to your ad campaigns as negatives.  Can be useful for geographically oriented campaigns for local businesses.

US Cities > 100K
A list of large cities in the US with populations of over 100,000 people. Many of these cities can be useful as negatives – especially for small businesses advertising in a limited geographic area.
Apps

Over the years, I’ve found that searches containing app names in them are usually a waste of money. This list contains some of the more popular apps that likely won’t convert for most ad campaigns when the user searches for them.

US Surnames, Female Names, Male Names
This is a list of the most common last names, female names, and male names in the USA. This list is extremely useful if you’re running an ad campaign for a local service provider – like a dentist, attorney, or chiropractor.

For example, if you’re bidding on “dentist chicago”, you don’t want your ad to show (and for someone to click on) for the following search “dentist Chicago Wilson”. 

The searcher most likely already has an existing relationship with the dentist and is looking for contact information specific to that dentist.  In all likelihood they aren’t looking for a new dentist.
Countries
This is another geographic gatekeeping list. Even if you’re using geotargeting, your ads may still show if someone includes a country you aren’t targeting in their search query. Using negatives from this list can help to prevent your ads from showing.
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