Negative Keywords
Negative keywords are terms you add to a campaign or ad group to prevent your ads from showing on those searches. They filter out irrelevant, low-intent, or off-brand queries so your budget only reaches searches worth paying for. They can be applied as broad, phrase, or exact negative match types.
Why It Matters
Negative keywords stop wasted spend on searches that will never convert, such as free, jobs, or unrelated products. A well-maintained negative list is one of the fastest ways to improve cost per acquisition without touching bids.
Common Mistake
Setting a negative list once and forgetting it. Search behavior shifts constantly, so failing to review the search terms report regularly lets new wasteful queries slip through and quietly drain budget.