Negative Keywords
Keywords that prevent your ad from showing for specific irrelevant searches.
Why It Matters
Negative keywords eliminate wasted spend on clicks that will never convert.
How It Works
You add words or phrases as negatives, and Google excludes your ads from any search containing those terms. They can be applied at the campaign or ad group level.
Real-World Example
A premium shoe brand adds "cheap" and "free" as negative keywords to avoid bargain shoppers.
Common Mistakes
Setting and forgetting without regular updates
Adding too broad a negative that blocks good traffic
Related Terms
A keyword match type that shows ads for searches related to your keyword, including synonyms and variations.
A keyword match type that shows ads when a search includes the meaning of your keyword.
A keyword match type that shows ads only for searches with the same meaning as your keyword.
Negative Keywords FAQs
How do I find negative keywords?
Review the Search Terms report in Google Ads to identify irrelevant queries triggering your ads.
Can negative keywords conflict with regular keywords?
Yes, if a negative keyword matches a regular keyword, the negative takes priority and blocks the ad.
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