What is a negative keyword?
A negative keyword is a word or phrase that tells an ad platform not to show your ad for searches containing it. Negative keywords keep your ads away from irrelevant searches and help you avoid wasted clicks.
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Why negative keywords matter
Broader match types can trigger your ad on searches you never intended. A software company might see clicks from people searching for free tools or jobs, for example. Negative keywords block those searches and protect your budget.
How to find negative keywords
The best source is your search terms report, which lists the real searches that triggered your ads. Look for terms with clicks but no conversions, or with clearly different intent.
You can also start with common irrelevant words for your industry, then add to the list as you learn. Check the list often, since new searches appear over time.
Negative keyword match types
Negative keywords have match types too. Broad negative match blocks searches containing all of the words in any order, while phrase and exact negatives are more specific. Negatives can apply to a campaign, an ad group, or a shared list across campaigns.
Common questions
Can negative keywords block good traffic?
Yes, if they are too broad or conflict with your keywords. Review your list now and then, and use more specific match types when a word could appear in a good search.
How many negative keywords should I have?
There's no target. Add them as you find irrelevant searches, and keep the list tidy so it doesn't block valuable searches.
Do negative keywords match close variants?
No. In Google Ads, negative keywords don't expand to close variants such as plurals or misspellings, so add those versions yourself. Negatives work in Search, Shopping, and Performance Max campaigns, though in Performance Max they only affect Search and Shopping inventory.
What is a shared negative keyword list?
It's a list you create once and apply to several campaigns. This saves time when the same exclusions apply across your account.
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