Negative Keywords
Google AdsDefinition
Negative keywords are terms you add to Google Ads campaigns to prevent ads from showing for irrelevant searches. They act as filters, blocking queries that match your keywords but do not match your business intent.
Negative keywords are as important as targeting keywords. Without them, broad and phrase match trigger ads for searches that never convert. A well-maintained list can reduce wasted spend by 10-30%.
Negatives come in three match types: negative broad (blocks any query containing all negative terms), negative phrase (blocks queries containing the exact phrase), and negative exact (blocks only the exact query).
Start with a seed list of obvious negatives (free, jobs, how to, DIY, salary). Review the search terms report weekly. Use shared negative keyword lists at account level. Apply campaign-level negatives for specific blocking.
Negative keywords are the primary tool for eliminating wasted spend. They ensure budget goes to searches with purchase or conversion intent rather than informational or irrelevant queries.
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Frequently Asked Questions
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No fixed number. Mature accounts often have hundreds. Focus on quality — each negative should block real irrelevant traffic observed in your search terms report.
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Yes, if too broad. A negative broad match for "free" blocks "free trial" or "gluten free." Use phrase or exact match negatives for precision.
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Not directly in PMax settings. You can add account-level negative keyword lists or request brand exclusions through your Google rep.
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