How to set up negative lists

If you’re still unsure about where to start, we can help.

With our free tips and guidance, you can build a better digital marketing setup. But if you don’t have the time or resources to manage it all on your own, we can support you. Get in touch to find out how.

Contact us

A negative keyword list is a smart way to avoid your ad appearing to the wrong audience. This can help you save costs and eliminate false impressions (views, likes, shares, and clicks).

On Google Ads, you can create up to 20 lists containing 5,000 keywords that you have blocked. You can then include this negative list on multiple active campaigns to see more realistic performance results.

How to create a negative list on Google Ads

  • Under your affected campaign, click on keywords at the left panel of your dashboard
  • Select  negative  keywords   and click on the blue plus button
  • On the new page, highlight the  add negative  keyword   option to see the negative keyword box below
  • Now, click on tools & settings
  • Under the  planner  column, open the  keywords  option in a new tab
  • On the resulting page, click on  find new keywords
  • Key in the core keyword of your business or service (e.g. Towing services)
  • From the results, highlight keywords that hold terms that don’t align with your service e.g., “Jack towing services.”
  • Copy the off word (e.g. jack) and insert it on the negative keyword box.
  • Repeat the process until you’re satisfied, and click on the Save button.


Now, you can easily implement this list on other relevant campaigns you’re running.

 Support Services

Explore our services to see how we can support you.

We work with clients of all sizes, ambitions, and expectations, and with budgets that start from as little as £150pm to over £1.5m each year. Explore our simple-to-understand packages that take the pressure off, so that you can focus on what you do best.

Explore Services

How to Use Drive Conversions to Generate Leads for Your Small Business or Charity

As a business owner, you definitely want to generate leads that convert to cash for you. Same for the charity founder. You want those who watch your ad to visit your site and become a part of your charitable cause, either by donating or volunteering.

Here are some of the best practices for creating effective Video ads that will bring you higher conversion rates:

#1. Enable Google Ads conversion tracking on your website

When you turn on Google Ads conversion tracking on your website, it will help you understand how people interact with your ad. You will also be able to see what their path to conversion looks like.

Actions such as a site visit, form completion, or ‘add to cart’ can also be instrumental in helping you to understand your customer’s course better.

#2. Make it easy for your visitors to engage with your business or charity.

When viewers watch your ad, it should be easy for them to take action from the video. You can use video action campaigns to make engaging with your business on places on and off YouTube an effortless act.

This is a simple and prudent way to drive conversions. Using video action campaigns that automatically scale your video ads with eye-catching calls-to-action to places across YouTube and its partners.

You can experiment with creative variations of useful and actionable video ads.

#3. Have a set bidding and budget strategy

Choose a Smart Bidding that’s right for your drive conversions video campaign. Smart Bidding strategies use automated learning to optimize for conversions. This is done based on your campaign objectives.

#4. Target audiences that are most likely to convert

You should go for audiences that are already interested in or are actively searching for your product on Google. You can use tools like custom audiences, customer matches or similar audiences to reach consumers.

A large percentage of people typically switch between online search and video when they are researching products. So it is recommended that you use high-performing keywords on Google Search. You can run your potential video keywords through a Keyword Planner. This will help you have an idea of your potential impact on YouTube.

#5. Experiment with remarketing lists and audience expansion.

To reach more qualified leads, you should consider using remarketing lists and audience expansion.

Remarketing lists will help you reach consumers at varying stages of the purchase funnel. As a charity owner, using remarketing will help your campaign generate more conversion rates at less than half the cost.

Audience expansion, on the other hand, will show your ads to more people and bring your brand to people who are likely to convert.

#6. Understand how your videos impact your other campaigns

You may want to employ cross-network reports. These are to help you understand your customer’s journey. These reports can also help you improve your budget setting by giving credit to assisting Google campaigns across Search, Shopping and YouTube.

If you already have search and display campaigns, it will be useful to create your video campaign in the same Google Ads account as the others. It helps to provide better insights from your reports.

Enjoy Your Drive Conversions Optimization Results

It is evident that video ads have a pivotal role to play at every stage of your prospective customer’s or donor’s journey. With video campaign’s drive conversions subtype, you can generate explosive leads that will convert into real customers and donors who are ready to take immediate action.

Of course, you must follow the best practices diligently to get the best results.

Create a video campaign that successfully drives conversions. Let your ads motivate users to take action.

This can be something as simple as adding a “Shop Now” button to your ad or putting an incentive in the video itself by advertising a time-sensitive offer, sale or perk.

Design your ads for maximum impact. Make sure the first few seconds grab your viewers’ attention and make a strong impact. Then watch your leads grow and convert to sales or donations, as the case may be.

Get a free website health-check.

Find out if your website is depriving you of visitors. Request our free website health-check to identify common issues with speed, user experience, and performance. We’ll deliver this in a clear report along with some basic recommendations and quick fixes.

Learn more about health-checks

    By clicking ‘Submit’ you agree to our terms and conditions and privacy policy. Click here to find out more about we handle your data.

    Frequently asked questions

    • To boost leads in your video campaigns, you can utilise Google’s Drive Conversions Subtype to help you optimize your bids and create engaging content. Click here to learn more.

    • Automated rules in Google Ads lets you automate changes in your ads account, ultimately saving time and making it more efficient for your business. Click here to learn more.

    • Creating a custom audience on Google Ads helps you reach the right people more effectively. For a step-by-step guide on  how to setup, click here!

    Related Content


    Start a Conversation

    Request a call-back to see how we can support your digital growth.

    Get a call-back