Google Ads Negative Keywords [Guide]

What Are Negative Keywords?

Negative keywords are terms or phrases that you specify to prevent your ads from showing in irrelevant searches. For instance, if you’re a repair service provider, you might not want your ads to appear when users search for “new air conditioner” since you don’t sell new units. Adding “new air conditioner” as a negative keyword excludes your ad from such searches.

By using negative keywords, you:

• Reduce wasted ad spend.
• Improve ad relevance.
• Increase ROI by focusing on potential customers.

How to Add Negative Keywords in Google Ads

Adding negative keywords is simple and can be done at various levels of your campaign:

Step-by-Step Process:

1. Log in to Google Ads: Navigate to your account dashboard.
2. Select Campaign: Click on the campaign or ad group where you want to add negative keywords.
3. Go to Keywords Tab: Under “Search Keywords,” locate the “Negative Keywords” section.
4. Add Keywords: Click the “+ Add” button to input your negative keywords. You can:
   • Add them to the campaign level.
   • Add them to specific ad groups.
   • Apply them across your entire account (for broader exclusions).
5. Save Changes: Click “Save” to apply the changes.

Example:

• To exclude queries containing the word “free,” add “free” as a negative keyword.
• If you want to exclude a specific phrase like “new air conditioner,” add it using the exact match method (explained below).

Match Types for Negative Keywords

Google Ads offers three match types for negative keywords:

1. Broad Match:
   • Ads won’t appear if the negative keyword is present in the search query, regardless of word order.
   • Example: Adding “new” excludes searches like “new air conditioner” or “new house appliances.”
2. Phrase Match:
   • Ads won’t appear if the search query contains the exact phrase in the same order.
   • Example: Adding “new air” excludes “new air conditioner” but not “air conditioner new.”
3. Exact Match:
   • Ads won’t appear if the search query matches the exact term.
   • Example: Adding “new air conditioner” excludes only searches for “new air conditioner,” not related queries.

Practical Example: Excluding “New Air Conditioner”

Scenario:

You run a repair service business and want to exclude searches for “new air conditioner.”

Solution:

1. Exact Match Negative Keyword:
   • Add [new air conditioner] in brackets. This ensures your ad is excluded for users searching exactly for “new air conditioner.”
2. Broad Match Negative Keyword:
   • Add “new” to exclude any query containing the word “new,” such as “new fridge” or “new washing machine.”

By combining both methods, you can fine-tune your exclusions to match your business objectives.

Best Practices for Using Negative Keywords

1. Review Search Terms Regularly:
   • Monitor the “Search Terms” report to identify irrelevant queries and add them as negative keywords.
2. Use All Levels:
   • Apply negative keywords at the campaign, ad group, and account levels for maximum control.
3. Be Specific:
   • Avoid being overly broad, as this may unintentionally block relevant traffic.
4. Use Match Types Strategically:
   • Broad match for generic exclusions, exact match for precise terms, and phrase match for specific scenarios.

Final Thoughts

Using negative keywords effectively can transform your Google Ads performance. By excluding irrelevant traffic, you focus your budget on high-intent searches that drive results. Whether you’re managing a small business campaign or running ads for a global brand, negative keywords are an indispensable tool in your advertising strategy.

If you need help with Google Ads setup, audit, or management, our team of certified experts is here for you. As a Google Partner Company, we’ve helped countless clients optimize their campaigns and achieve outstanding results. Contact us today to get started!

Watch the Full Video: How to Add Negative Keywords in Google Ads

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