Why you need negative keywords

Google shows ads not only for exact keywords but also for similar searches. For example, for the keyword "laptop repair" your ad may appear for "laptop repair DIY video". The person clicks, you pay, and no lead comes in. The negative keyword "DIY" filters out such searches.

Where to find negative keywords

  • The search terms report in Google Ads: it shows the actual phrases people clicked your ads for.
  • Keyword Planner before launch: it shows which irrelevant variations people search next to your keywords.
  • Google search suggestions: start typing your query and see what Google suggests.
  • Conversations with clients: which services you do not offer but often get asked about.

Match types for negative keywords

Negative keywords work differently from regular keywords: they do not cover synonyms, misspellings or close variants. So sometimes you need to add both singular and plural forms and variants in different languages.

  • Broad match: the ad will not show if the search contains all the words of the negative phrase, in any order.
  • Phrase match, in quotes: the ad will not show if the search contains these words in this exact order.
  • Exact match, in square brackets: the ad will not show only for exactly that search.

A basic negative keyword list

Most businesses that sell services or products benefit from a separate account-level negative list:

  • Free, for free, giveaway.
  • Jobs, vacancy, salary, resume, training, courses (if you do not teach).
  • DIY, how to make, diagram, manual, video (for services).
  • Used, second-hand, rental, if you do not offer them.
  • Names of cities and regions you do not serve.
  • Competitor names, if you do not plan to advertise on them.

Do not copy such lists blindly: if you sell training, "courses" is a relevant word for you. Always adapt the list to your business.

How often to review search terms

After launch, several times a week until it is clear which searches come in. After that, once a week is enough. Each review takes a few minutes, and it often saves more than any other setting.

Negative keywords in Performance Max

Performance Max campaigns also accept negative keywords, at the campaign or account level. But they apply only to Search and Shopping inventory, not to YouTube or Display. For brand protection there are also brand exclusions.

How I work with negative keywords

Before launch I build a basic list for the client's niche, and after launch I regularly review search terms and add new negatives. For example, in the Snezhagroom campaign this is one of the main recurring tasks, alongside search term analysis and finding new keywords.

FAQ

Can you overdo negative keywords?

Yes. A negative that is too general can also block relevant searches. After adding negatives, check that impressions for the phrases you want have not dropped.

How do account-level negatives differ from a negative keyword list?

Account-level negatives apply to all Search and Shopping campaigns, including Performance Max. A negative keyword list can be attached only to selected campaigns.

Why does my ad show for a search I added as a negative?

Usually because of the match type or a word variant: negatives do not cover synonyms, plurals or misspellings. Check exactly how the search is written and which match type the negative uses.

Sources