skill-016-negative-keyword-list-completeness

Skill 016: Negative Keyword List Completeness Audit

Purpose

Verify that shared negative keyword lists exist and adequately cover common waste categories to prevent irrelevant traffic. Shared lists provide consistent protection and reduce maintenance burden.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/shared_negative_lists.md - Shared negative keyword lists
• data/account/campaigns/*/negative_keywords.md - Campaign-level negatives
• data/account/campaigns/*/*/negative_keywords.md - Ad group-level negatives
• data/performance/campaigns/*/*/search_terms_metrics_30_days.md - To validate leakage
• data/account/campaigns/*/campaign.md - Campaign list for coverage check

Reference GAQL:

SELECT
  shared_set.id,
  shared_set.name,
  shared_set.type,
  shared_set.member_count
FROM shared_set
WHERE shared_set.type = 'NEGATIVE_KEYWORDS'

Use /google-ads:get-custom if you need detailed shared set membership.

Analysis Steps

1. Inventory existing lists: Document list names, keyword counts, and campaign assignments
2. Check standard waste categories: Jobs/Careers, Free-seekers, DIY/Tutorial, Support/Login
3. Verify list application: Check which campaigns have each list; flag gaps
4. Gap analysis: Review search terms for waste patterns not blocked by negatives
5. Assess match types: Phrase match recommended; flag broad match negatives (over-blocking risk)

Thresholds

Condition	Severity
No shared negative lists exist	Critical
Standard waste category not covered	Warning
Shared list exists but not applied to all campaigns	Warning
Waste terms found in search terms not blocked	Warning
Broad match negatives present	Info

Output

Use Short format by default. Use Detailed if user requests comprehensive analysis.

Short:

## Negative List Completeness Audit
**Account:** [Name] | **Shared Lists:** [X] | **Gaps:** [Y]

### Critical ([Count])
- **No shared lists**: All negatives at campaign level → Create shared lists

### Warnings ([Count])
- **Missing category**: "[Jobs/Careers]" not covered, $[X] wasted → Create list
- **Incomplete coverage**: "[List]" not applied to [X] campaigns → Apply to all

### Recommendations
1. Create shared list for "[category]" waste
2. Apply existing lists to all campaigns

Detailed adds:

• What Was Checked (list inventory, category coverage, application)
• List inventory table (Name, Keywords, Campaigns Applied, Coverage %)
• Waste category coverage table (Category, Covered?, List Name, Sample Keywords, Gap?)
• Campaigns missing coverage table
• Recommended shared list structure