This week Google introduced an improved way for advertisers to manage negative keywords across multiple campaigns. 

Negative keywords, for those unfamiliar, are used to filter the words that are unrelated to the product or service being advertised. Google's negative keyword lists provide the ability to manage a group of negative keywords in the Control Panel and Library and associate them with specific campaigns. 

Say for example that you have a set of negative keywords you add to each campaign running on the Google search network (a common example is the keyword "free") . Previously, you’d need to copy that set of negative keywords to every new search campaign you created in your account. That was time consuming, particuarly for those with multiple campaigns

Now, with shared lists, you can simply create a single negative keyword list and associate it with each search campaign. If there’s a new negative keyword you’d like to add to all of those campaigns, it is now as simple as adding it to one list and having it will automatically update across each campaign.