By Tangenix · Published 2026-10-23 · Free template

Negative Keyword Proposal and Test Sheet

Test a proposed Google Search negative keyword against unwanted and valuable searches before requesting an exclusion at a defined scope.

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When to use this template

Use this when a reported irrelevant search suggests an exclusion. Evaluate the exact proposed words, negative match type and application scope before any account change.

Choose another approach when: You are applying Search matching assumptions to Display or Video, excluding terms solely because they have few clicks, or editing an account without authorization.

Gather these inputs

The unwanted query and a task-based reason the offer does not fit.
A proposed negative term, negative match type and intended campaign scope.
Useful neighboring searches that the campaign should remain eligible to reach.

Copy and adapt the template

Edit the text below and copy it into your own document. Edits stay in this browser field and are not submitted or saved by this page.

Negative Keyword Proposal and Test Sheet: editable text

Worked example

Illustrative example, not a Crany customer result. Replace every example detail with facts you can verify.

Fictional software campaign: exclude “nursing handover”.
Proposed negative broad: nursing handover, in one client-handoff campaign.
“nursing handover template”: expected exclusion; both terms occur.
“handover nursing notes”: expected exclusion; order does not rescue a broad negative.
“client handover software”: expected to remain eligible with respect to this negative; nursing is absent.
“nurse handover”: investigate separately rather than assume synonym matching. The reviewer keeps the change as a proposal and checks existing exclusions before applying anything.

How to use it

Write the user task you need to exclude before choosing the negative words.
Work through positive and negative examples using current rules for the selected negative type.
Have the account owner review scope, conflicts and a recovery plan before applying the proposal.

Check before using it

The sheet specifies negative matching rather than positive keyword behavior.
Alternative word forms are tested instead of assumed covered.
A valuable counterexample survives every proposed revision.

What to measure

After an approved edit, review both unwanted traffic and possible lost useful coverage. A drop in spend alone is not evidence of a better campaign or improved customer acquisition.

Research and sources

The matching rules come from Google Search negative-keyword documentation. The proposal and counterexample method is original; this is not a ready-to-import exclusion list or a recommendation to change a live account.

Google Ads: About negative keywords — checked 2026-10-23. Search negative match rules and exclusion scope differ from positive matching; review unintended exclusions.

This original template and worked example were prepared with AI assistance. Source documentation supports the principles stated above; it does not endorse Crany or guarantee this template’s performance.

About Crany

Crany is an AI marketing co-founder in development for software founders and vibe coders, designed to strategize, execute approved marketing and improve based on results. This free resource is usable independently of the product. Join the public waitlist.