Negative Keyword
Definition
A word or phrase that prevents your ad from showing for irrelevant searches. Stops you wasting money on clicks that won't convert.
What is a Negative Keyword?
A negative keyword tells Google Ads not to show your ad when someone's search contains that word. It's how you filter out irrelevant traffic and stop wasting budget on clicks that will never convert.
Without negative keywords, you'll pay for lots of useless clicks.
Why Negative Keywords Matter
Example: A wedding photographer Keyword: "wedding photographer"
Without negatives, your ads might show for:
- "wedding photographer jobs" (job seekers)
- "wedding photographer salary" (researchers)
- "cheap wedding photographer" (if you're premium)
- "wedding photographer course" (students)
Each wrong click costs money and attracts the wrong people.
Types of Negative Keywords
Negative Broad Match
Blocks any search containing all words (any order).
- Negative: "free"
- Blocks: "free quote", "quote free", "get free consultation"
Negative Phrase Match
Blocks searches with the exact phrase.
- Negative: "for free"
- Blocks: "website design for free"
- Shows: "free website design"
Negative Exact Match
Only blocks that exact search.
- Negative: [free website]
- Blocks: "free website"
- Shows: "free website design"
Building a Negative Keyword List
Start with Obvious Ones
- Job-related: jobs, careers, salary, hiring
- Free-seeking: free, cheap, discount (if appropriate)
- DIY: tutorial, how to, course, learn
Review Search Terms Regularly
Check what searches triggered your ads in the Search Terms report. Add irrelevant ones as negatives.
Industry-Specific Negatives
Think about searches related but irrelevant to your business.
Common Mistakes
- Never reviewing search terms
- Using too few negatives
- Adding negatives that block good traffic
- Not organising negatives into lists for reuse