Should You Use Negative Keywords on the Account Level

Have you read our first and second blog posts about negative keywords?

Here is Part 3

Google has recently added the ability to add negative keywords on the account level. That has a few advantages:

• If you have a negative keyword that is appropriate for all your campaigns, this is a more reliable way of adding it in.
  • If you have to add it to all your campaigns one-by-one, you might miss one.
  • But what is more likely, is that when you add a campaign you may forget to add the negative keyword to it.
• The account level negative keywords are also added to your shopping and Performance Max campaigns. This can improve those campaigns too. 
• It also saves time since you add the negative keyword only once.

What are the drawbacks?

• Negative keywords is on the list that Microsoft recommends checking when you import Google Ad campaigns into Microsoft Ads. Microsoft Ads does enable you to share negative keywords with multiple campaigns. However, the import from Google may not work perfectly every time.
• When you add a new campaign on Google or Microsoft Ads you may forget that you have account level keywords. And some of those keywords may not be appropriate for the new campaign. A checklist when creating new campaigns can help.

The bottom line is that negatives at the the account level is definitely worth using because of all the reasons stated above. But it is worth it to check from time to time to make sure the negative keywords are still appropriate for all the campaigns