Negative keywords in Google Ads are words or phrases that you specify to prevent your ads from showing up in irrelevant searches. By using negative keywords, you can refine your audience targeting, reduce wasted ad spend, and improve your overall campaign performance.
Why Use Negative Keywords?
Improve ROI: Ensure your ads only appear for relevant searches.
Boost Click-Through Rates (CTR): Ads are shown to users genuinely interested in your offering.
Optimize Budget: Prevent budget waste on unqualified clicks.
Enhance Quality Score: Increase ad relevance and reduce bounce rates.
Types of Negative Keywords
Broad Match Negative: Excludes queries containing your negative keyword in any order.
Example: Negative keyword “free courses” excludes “free cooking courses,” “courses for free,” etc.
Phrase Match Negative: Excludes searches containing the exact keyword phrase in the same word order.
Example: Negative keyword “free courses” excludes “learn free courses” but not “free cooking guides.”
Exact Match Negative: Excludes searches for the exact negative keyword.
Example: Negative keyword [free courses] excludes only “free courses,” not “best free courses.”
How to Add Negative Keywords
Google Ads Interface:
Go to Campaigns → Keywords → Negative Keywords tab.
Add keywords manually or upload a list.
Google Ads Editor:
Import a CSV list of negative keywords.
Common Categories for Negative Keywords
Irrelevant Search Intent:
Example: If selling luxury watches, add negative keywords like “cheap,” “free,” “budget.”
Unqualified Audience:
Example: B2B companies might exclude “jobs,” “careers,” etc.
Geographical Mismatch:
Example: Add irrelevant locations outside your target region.
Competitor Terms (if not targeting them):
Example: Exclude competitor brand names.
Tips for Negative Keywords
Use the Search Terms Report:
Regularly analyze the report to identify irrelevant queries that triggered your ads.
Think Broadly:
Consider synonyms and related terms that might be irrelevant.
Dynamic Exclusions:
Update your negative keyword list as your campaigns evolve.
Shared Lists:
Use shared negative keyword lists to apply the same exclusions across multiple campaigns.