Negative keywords are one of the most powerful tools in Google Ads optimization. They prevent your ads from showing for irrelevant or low-converting searches, helping you save money and improve campaign performance.
By using negative keywords correctly, you can increase click-through rates (CTR), lower cost-per-click (CPC), and improve return on ad spend (ROAS).
In this guide, you’ll learn what negative keywords are, why they matter, and how to use them effectively in Google Ads campaigns.
1. What Are Negative Keywords?
Negative keywords are search terms that you exclude from your Google Ads campaigns. When someone searches for a keyword that matches your negative keyword list, your ad will not appear, preventing wasted ad spend on irrelevant clicks.
For example:
✅ Regular keyword: “Buy running shoes” → Your ad shows for searches like “best running shoes for sale.”
❌ Negative keyword: “free” → Your ad will NOT show for searches like “free running shoes.”
2. Why Negative Keywords Matter in Google Ads
🚀 Reduce wasted ad spend – Prevents clicks from users who are not interested in your offer.
📈 Improve CTR & Quality Score – Only show ads to people looking for relevant products.
💰 Lower CPC & CPA – Focus your budget on high-converting searches.
🎯 Increase conversion rates – Attract the right audience by filtering out irrelevant searches.
3. Types of Negative Keywords
Google Ads allows you to use three match types for negative keywords:
1. Broad Match Negative Keywords
- Excludes any search containing all the words in any order.
- Example: Negative keyword = “cheap laptops”
- ❌ Ads won’t show for “best cheap laptops” or “cheap laptops for sale.”
- ✅ Ads may still show for “budget laptops” or “affordable computers.”
2. Phrase Match Negative Keywords
- Excludes searches containing the exact phrase in the same order.
- Example: Negative keyword = “used phones”
- ❌ Ads won’t show for “best used phones” or “buy used phones online.”
- ✅ Ads may still show for “refurbished phones” or “discount smartphones.”
3. Exact Match Negative Keywords
- Excludes searches that exactly match the negative keyword.
- Example: Negative keyword = [running shoes]
- ❌ Ads won’t show for “running shoes” (exact search).
- ✅ Ads may still show for “best running shoes” or “buy running shoes online.”
4. How to Find the Right Negative Keywords
1. Use Google’s Search Terms Report
- Open Google Ads Manager.
- Click on Keywords → Search Terms.
- Review searches that triggered your ads.
- Identify irrelevant terms and add them to your negative keyword list.
2. Use Google Keyword Planner
- Enter your primary keywords.
- Look for irrelevant terms in suggested searches.
- Add them to your negative keyword list.
3. Check Google Analytics & Search Console
- Identify low-converting search terms in your reports.
- Block irrelevant traffic sources.
5. Best Practices for Using Negative Keywords
✅ Regularly update your negative keyword list – Review new search terms weekly.
✅ Use broad and phrase match negative keywords – Avoid unwanted variations.
✅ Create negative keyword lists for different campaigns – Keep lists organized by ad group or product.
✅ Exclude irrelevant locations or competitors – If you don’t serve a region or compete with specific brands, block those searches.
Final Thoughts
Negative keywords are essential for optimizing Google Ads campaigns, reducing wasted spend, and attracting high-intent users. By consistently refining your keyword strategy, you can improve ad relevance, increase conversions, and maximize ROI.
Juliana Passioni is a traffic management specialist, passionate about digital marketing strategies and online performance. Always seeking improvement, she constantly studies the best market practices to optimize campaigns and achieve significant results.