One of the elements that Pay Per Click marketers often overlook in their quest to build massive keyword lists is the need to also build an equally massive negative keyword list for their PPC campaigns. If you are using broad match type in your PPC campaigns, then it is very likely that many of your ad impressions and clicks will come from keyword phrases that are not related to your business if your negative keyword list is not extensively built out.
An example is if you are advertising for the term “plastic surgery.” If using the broad match type for this keyword, your ad will appear when a person searches for “Dolly Parton Plastic Surgery” or “Madonna Plastic Surgery.” If the goal of your PPC campaign is to generate leads, then it is not very likely that a person that is searching for information about celebrity plastic surgeries will be a likely prospect for your business. This just unnecessarily inflates your impressions and probably decreases your Click Through Rate(CTR) which will have a negative impact on your click prices.
The list below is over 700 keywords that can be added to most consumer campaigns to help eliminate unwanted impressions and clicks. This list was compiled for a plastic surgery campaign that I was managing, but many of the terms that are included will apply to many other campaigns. This list was inspired by a post that I read that complied a list of 200 negative keywords for B2B campaigns. Many of the words were used in my list when they applied and I added many more. I also added different variations of many celebrity names so that is covered their full name as well as a single name if they are known by that.
Here is a small portion of the list:
travel
vacation
vacations
forum
forums
celebrities
celerity
Brooke Burns
Brook
Kate Walsh
Kate
statistics
Stats
pics
pictures
Photos
Images
Image
Sarah Jessica Parker
Sarah
Tourism
Tourist
Brooke Shields
Brooke
Britney Spears
Britney
Danger
Dangers
Addiction
Addicted
abroad
Katherine Heigl
Katherine
reviews
Christina Aguilera
Christina
Faith
Faith Hill
Madonna
Jennifer Love Hewitt
boards
board
Victoria Beckham
Beckham
Victoria
Spice Girls
Posh Spice
Scary Spice
Meg Ryan
Tori Spelling
Nikki Cox
Patricia Arquette
Patricia Heaton
Marg Helgenberger
Vanessa Williams
Neve Campbell
Teri Hatcher
Thora Birch
Salma Hayek
Hayek
Sharon Stone
Rebecca Romijn-Stamos
Rebecca Romijn
Phoebe Cates
Sigourney Weaver
Rashida Jones
Piper Perabo
Majandra Delfino
Lucy Liu
Lucy Lawless
Yasmine Bleeth
Gwyneth Paltrow
Paltrow
Gwyneth
Diane Lane
Amanda Peet
Kate Beckinsale
Angie Harmon
Goldie Hawn
Carrie Anne Moss
Hilary Swank
Lacey Chabert
Kim Basinger
Julia Stiles
Helen Hunt
Bridgette Wilson
Kelly Ripa
Christina Applegate
Demi Moore
Leila Arcieri
Keri Russell
Jennie Garth
Heather Locklear
Heidi Klum
Estella Warren
Lea Thompson
Jessica Biel
Laetitia Casta
Claire Forlani
Katie Holmes
Beyonce Knowles
Kate Winslet
Charlize Theron
Kate Hudson
Drew Barrymore
Alicia Silverstone
Will Smith
Emma Watson
Claudia Schiffer
Elsa Benitez
This is a small portion of the list and the entire list would have made this post much too long. You can follow this link to download the entire negative keyword list.
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