Daniils Visnakovs
DE

Free tool · No script, no account access

Negative keywords: German lists + search terms analysis

Ready-made German negative keyword lists to copy — universal and per industry, fully ungated. And: drop your search terms report in and see in seconds which searches cost money but never convert. No script, no account access — your data stays in your browser.

Analyse report Copy 384+ negative keywords
  • 1 Mio. €+ Werbebudget verantwortet
  • Ex-Google Performance-Berater
  • 120+ Kunden im DACH-Raum
  • 🔒 No script, no account access
  • 💻 Analysis 100% in your browser
  • 🇩🇪 German lists, ungated

Drop your search terms report here

CSV or TSV from Google Ads — via drag & drop or click.
🔒 No upload: the analysis runs entirely on your machine.

Choose file

Ready-made lists · ungated

German negative keyword lists to copy

384+ curated negative keywords for German-language campaigns — universal classics and per-industry lists. No form, no download gate: one click, paste, done. Running your own report above then surfaces the account-specific candidates no static list can know.

Pick a match type

Single words (e.g. kostenlos, job) as negative broad — they block any query containing the word. Multi-word terms (e.g. selber machen) as negative phrase, so word order matters.

Account or campaign level

Universal junk belongs in a shared negative keyword list applied across all campaigns; industry lists go on campaign level. Each card tells you which fits.

Universal lists — for almost any account

Freebie & bargain hunters

Broad Account level 36 terms

Classic non-buyers. Best applied as broad negatives via a shared list at account level, so they cover every campaign.

kostenlos
kostenlose
kostenloser
kostenloses
kostenfrei
gratis
gratis download
umsonst
geschenkt
zu verschenken
verschenken
for free
free
freeware
nulltarif
ohne kosten
ohne anmeldung
kostenlos testen
kostenlos nutzen
kostenlos downloaden
kostenlos herunterladen
kostenlos erstellen
kostenlos online
gratisversion
testversion kostenlos
gutschein
gutscheine
gutscheincode
rabattcode
rabattcodes
coupon
promo code
gewinnspiel
verlosung
gewinnen
geschenk gratis

Jobs, training & salary

Broad Account level 54 terms

Applicants and salary researchers never buy — usually the single biggest waste source for service and trades accounts. Broad, account level.

job
jobs
stelle
stellen
stellenangebot
stellenangebote
stellenanzeige
stellenanzeigen
stellenausschreibung
jobangebot
jobbörse
karriere
karriereseite
bewerbung
bewerben
bewerbungsschreiben
lebenslauf
arbeitsplatz
arbeitsstelle
mitarbeiter gesucht
personal gesucht
aushilfe
minijob
nebenjob
teilzeitjob
vollzeitjob
ferienjob
werkstudent
praktikum
praktikant
azubi
auszubildende
ausbildung
ausbildungsplatz
ausbildungsstelle
lehrstelle
lehre
umschulung
quereinsteiger
quereinstieg
gehalt
gehälter
verdienst
verdienen
lohn
stundenlohn
tariflohn
was verdient
wie viel verdient
indeed
stepstone
arbeitsagentur
jobcenter
kununu

Do-it-yourself & how-to

Phrase Account level 36 terms

Lead-gen / service only. If you sell DIY materials or tools, do NOT exclude these. Use phrase match so single words don’t block too broadly.

selber machen
selbst machen
selber bauen
selbst bauen
selber basteln
selbst basteln
diy
do it yourself
anleitung
anleitungen
bauanleitung
bauplan
schritt für schritt
tutorial
tutorials
how to
howto
hausmittel
mit hausmitteln
selbst reparieren
selber reparieren
selbst installieren
selber verlegen
selbst verlegen
selber streichen
selber planen
selbst planen
video anleitung
ideen zum selbermachen
zum ausdrucken
checkliste
muster
vorlage
vorlagen
upcycling
basteln

Info, definition & research

Broad Account level 44 terms

Pure research / homework queries with no buying intent. Deliberately excluded: “test”, “vergleich”, “erfahrungen” — those are often close to purchase and need a per-account check. Broad, account level.

was ist
was sind
was bedeutet
bedeutung
definition
erklärung
einfach erklärt
wikipedia
wiki
lexikon
beispiel
beispiele
referat
hausarbeit
facharbeit
seminararbeit
hausaufgaben
unterricht
unterrichtsmaterial
zusammenfassung
geschichte
herkunft
ursprung
forum
foren
reddit
gutefrage
community
pdf
ebook
skript
youtube
video
podcast
tiktok
bilder
foto
fotos
clipart
ausmalbild
quiz
spiel
lied
songtext

Used, rental & classifieds

Broad Account level 30 terms

For advertisers selling new goods or one-off services. If you rent or sell used items, drop the matching terms. Broad, account level.

gebraucht
gebrauchte
gebrauchter
gebrauchtes
aus zweiter hand
second hand
secondhand
ebay
ebay kleinanzeigen
kleinanzeigen
kleinanzeige
quoka
shpock
markt.de
flohmarkt
gebrauchtmarkt
willhaben
tutti
ricardo
refurbished
generalüberholt
occasion
mieten
zu mieten
leihen
ausleihen
leasing
leasen
verleih
mietkauf

Per-industry lists

Lead-gen & service providers

Broad Campaign level 43 terms

Starter set for enquiry campaigns (contact form, call). On top of the universal lists — apply at campaign level. Broad.

kostenlos
gratis
umsonst
job
jobs
stellenangebot
ausbildung
azubi
praktikum
gehalt
lohn
verdienst
selber machen
selbst machen
anleitung
tutorial
diy
hausmittel
definition
was ist
bedeutung
wikipedia
vorlage
muster
checkliste
formular
pdf
ehrenamt
ehrenamtlich
verein
privat
privatperson
für privat
hobby
student
studenten
schüler
referat
hausarbeit
beschwerde
kündigen
kündigung
gehaltsvergleich

E-commerce & shopping

Broad Campaign level 43 terms

Filters support, returns and used-goods queries out of shopping/search campaigns. Deliberately excluded: “test”, “vergleich”, “stiftung warentest” — those are close to purchase. Broad, campaign level.

reparatur
reparieren
ersatzteil
ersatzteile
bedienungsanleitung
gebrauchsanleitung
handbuch
montageanleitung
aufbauanleitung
rückgabe
retoure
retourenschein
umtausch
reklamation
garantie
gewährleistung
widerruf
defekt
kaputt
funktioniert nicht
geht nicht
fehler
rückruf
recall
gebraucht
gebrauchte
ebay kleinanzeigen
kleinanzeigen
mieten
leihen
ausleihen
leasing
selber machen
selbst bauen
diy
anleitung
kostenlos
gratis
kundenservice
hotline
öffnungszeiten
filiale
jobs

Trades & construction

Broad Campaign level 56 terms

The key starter set for trades campaigns: filters apprentices, DIYers and tool renters. Deliberately kept in: “kosten”, “preis”, “förderung”, “angebot” — in the trades those are hot leads. Broad, campaign level.

job
jobs
stelle
stellenangebot
ausbildung
azubi
ausbildungsplatz
lehrstelle
umschulung
geselle
gesellenprüfung
meister werden
meisterschule
meisterkurs
meisterprüfung
gehalt
lohn
stundenlohn
verdienst
praktikum
quereinsteiger
selber machen
selbst machen
selber bauen
selbst bauen
selber reparieren
selbst reparieren
selber verlegen
selbst verlegen
selber verputzen
selber streichen
in eigenleistung
eigenleistung
anleitung
bauanleitung
tutorial
hausmittel
diy
werkzeug mieten
gerät mieten
maschine mieten
werkzeug leihen
baumarkt
obi
hornbach
bauhaus
toom
hagebau
material kaufen
materialliste
gebraucht
ebay kleinanzeigen
kleinanzeigen
kostenlos
definition
was ist

B2B & software

Broad Campaign level 42 terms

Separates consumer, student and freebie queries from real B2B leads. For “open source” / “free alternative”, check whether you want a free-tier audience. Broad, campaign level.

privat
privatperson
für privat
für zuhause
für zu hause
hobby
student
studenten
schüler
schule
uni
universität
hausarbeit
bachelorarbeit
masterarbeit
seminararbeit
referat
praktikum
definition
was ist
bedeutung
wikipedia
beispiel
kostenlos
gratis
free
freeware
open source
kostenlose alternative
crack
gecrackt
kostenlos downloaden
job
jobs
gehalt
ausbildung
muster
vorlage kostenlos
template kostenlos
ehrenamt
verein
spende

A list is a starting point, not a substitute for real data: check every term against your account before you exclude it — that’s exactly what the analyzer above is for.

Performance Max

Evaluate & exclude PMax search terms

PMax used to be a black box for negatives. Not anymore: it now supports up to 10,000 negative keywords per campaign — enough to steer it properly.

01

Find the search terms

Open the PMax campaign → “Insights” → “Search terms / categories”. Google shows which search themes your assets served for — including clicks and conversions per category.

02

Spot the wasters

Export the table as CSV and drop it into the analyzer above. If the export contains cost, the tool reads the search-categories format too and flags categories without a conversion. Without a cost column, review the list manually.

03

Add the negatives

Enter exclusions in the PMax campaign under “Negative keywords” (on some older accounts still only unlockable via Google support). The universal lists above are the perfect starting set.

Honest caveat: PMax search data is coarser than the classic search terms report — often categories instead of individual queries, and not every account shows cost per category. The most reliable input stays the standard search terms report from your Search and Shopping campaigns.

How-to

How to export the search terms report

01

Open the report

The fastest way that works in every Google Ads version: just type “Search terms” into the search bar at the top (magnifying glass) and select the report. Alternatively: Campaigns icon in the left sidebar → expand “Insights and reports” → “Search terms”. Then pick a date range in the top right — the last 30–90 days are ideal.

02

Download as CSV

Use the download icon (downward arrow, top right above the table) and choose the “.csv” format — not Excel. The file lands in your downloads folder.

03

Drop it in here

Drag the file into the box at the top — done. The analysis happens instantly and exclusively on your machine.

FAQ

FAQ: negative keywords & search terms analysis

Is there a ready-made German negative keyword list?
Yes — this page ships 384+ negative keywords ("auszuschließende Keywords") in curated German lists: universal classics (free, jobs, DIY, used …) plus per-industry lists (lead-gen, e-commerce, trades, B2B). All ungated, one click to copy, ready to paste into Google Ads for your German-language campaigns.

Which file do I need for the search terms analysis?
The search terms report from Google Ads: Campaigns overview → Insights → Search terms (or “Reports” → Search terms) → Download → CSV. The tool understands German and English exports, CSV and TSV — plus the Performance Max search-categories export, as long as it contains cost.

Is my account data uploaded anywhere?
No — and that’s the whole point: the file is read and analysed exclusively in your browser. No script, no account access, no upload, no server, no tracking of your numbers. You can verify it in your browser’s network tab.

What does the tool count as “wasted budget”?
Every search term that caused costs but didn’t produce a single conversion. That’s deliberately conservative — terms with conversions are never touched, even if they’re expensive.

How do the negative keyword suggestions work?
The tool breaks all wasted terms into words, sums the cost per word, and suggests the most expensive words that don’t appear in any converting search term. Classics like “free”, “diy” or “training” are detected specifically on top of that.

Can I exclude Performance Max search terms?
Yes. PMax now supports up to 10,000 negative keywords per campaign. You find the search terms inside the PMax campaign under “Insights” → “Search terms / categories”. The section further down explains how to review them and add the exclusions.

Does this replace a proper account audit?
No — it shows you the most obvious lever (search term hygiene). Bidding strategies, campaign structure, conversion tracking and ad quality are things I review in a personal audit.

That was just the surface.

Search term hygiene is lever no. 1 of many. In the free audit I also show you structure, bidding strategy and tracking gaps — with a concrete roadmap.

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