# Negative Keyword Proposal and Test Sheet

Canonical page: https://waitlist.crany.ai/marketing-templates/negative-keyword-proposal-test

By Tangenix. Published 2026-10-23. Category: Paid search.

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

## Task

Prevent a proposed Search negative keyword from blocking valuable task-related queries.

## When to use

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.

## 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.

## Template

    Proposal ID / reviewer: [reference]
    Observed unwanted task: [query and reason]
    Candidate negative text: [exact words]
    Negative type: broad / phrase / exact
    Proposed scope: [specific campaign or reviewed shared scope]
    Test rows: search | should exclude? | expected match | reason
    Include: original query, reordered words, additional words, singular/plural alternatives and a valuable neighboring query.
    Unexpected block found: [yes/no; evidence]
    Alternative narrower proposal: [if necessary]
    Decision: reject / revise / ready for authorized review
    Post-change check and rollback owner: [person / time]

## Illustrative example

This is not a Crany customer result. Replace example details with verified facts.

    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

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

## Checks

- 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](https://support.google.com/google-ads/answer/2453972?hl=en) — checked 2026-10-23. Search negative match rules and exclusion scope differ from positive matching; review unintended exclusions.

Prepared with AI assistance. Sources support the stated principles; they do not endorse Crany or guarantee performance.

## About Crany

Crany is an AI marketing co-founder in development for software founders and vibe coders. It is designed to strategize, execute approved marketing and improve based on results. These free resources are usable independently of app access. The public waitlist is at https://waitlist.crany.ai/.