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.
Key Takeaways
- Negative keywords are terms you add to a campaign or ad group to stop ads from showing on those searches.
- They filter out irrelevant, low-intent, or off-brand queries so budget only reaches worthwhile searches.
- Negative keywords can be applied as broad, phrase, or exact negative match types.
- A well-maintained negative list is one of the fastest ways to lower cost per acquisition without changing bids.
- Negative lists need regular review, since new wasteful queries appear as search behavior shifts.
How It Works
Negative keywords act as a filter on the queries your ads are eligible for. When you add a term as a negative, Google excludes searches containing it from triggering your ad. This is especially important alongside Broad Match keywords, which match a wide range of related searches and can pull in irrelevant traffic without a strong negative list to rein them in.
The negative match types mirror the positive ones. A broad negative blocks any search containing all the words, a phrase negative blocks the exact ordered phrase, and an exact negative blocks only that precise query. This lets you cut waste precisely without accidentally blocking valuable searches.
You find candidates in the search terms report, which shows the actual queries that triggered your ads. Pruning junk there lowers your Cost Per Acquisition and, by keeping ads on relevant searches, supports a healthier Quality Score over time.
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.
Example
An ecommerce store selling premium leather bags runs broad match keywords and notices its search terms report filling with free, cheap, and repair queries. It adds those as negative keywords. Ad spend that was landing on bargain hunters and repair seekers now flows only to buyers looking to purchase, and the store's cost per acquisition drops without any change to its 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.
Frequently Asked Questions
What are negative keywords used for?
They prevent your ads from showing on searches you do not want, such as free, jobs, or unrelated products. This filters out low-intent traffic so your budget reaches only searches that are worth paying for.
What are the negative keyword match types?
Negative keywords come in broad, phrase, and exact match. Broad blocks searches containing all the words, phrase blocks the exact ordered phrase, and exact blocks only that precise query, giving you control over how aggressively you filter.
How often should I update my negative keyword list?
Review your search terms report regularly, since search behavior shifts constantly. A list set once and forgotten lets new wasteful queries slip through and quietly drain budget over time.