A keyword tells Google which searches you want your ad to show for. A negative keyword tells it which searches you do not want. In most accounts I look at, adding negatives is the fastest way to cut wasted spend, because the money saved goes straight back into searches that can become leads.
What wasted spend looks like
A plumber bidding on “plumber” can end up paying for searches like these:
- plumber jobs
- plumber salary
- how to become a plumber
- plumber course near me
- free plumbing advice
None of those people want to hire a plumber. Each click still costs money.
Where to find them: the search terms report
In Google Ads, open your campaign and look at the search terms report. It lists the actual searches that triggered your ads. Read it weekly when a campaign is new and monthly once it has settled. Every irrelevant search you find becomes a negative keyword.
How the three match types work
Negative keywords have match types, and according to Google’s own documentation they behave differently from normal keywords.
- Negative broad match (the default). Your ad will not show if the search contains all of your negative terms, in any order. The negative running shoes blocks “blue running shoes” and “shoes running”, but not “blue tennis shoes”.
- Negative phrase match. Your ad will not show if the search contains the exact terms in the same order. Written with quotation marks: “running shoes”.
- Negative exact match. Your ad will not show only when the search is exactly those terms, in that order, with nothing added. Written with square brackets: [running shoes].
For most small accounts, single-word broad negatives such as jobs or free do most of the work.
The catch: negatives do not cover variations
Normal keywords match close variants such as plurals and misspellings. Negative keywords do not. Google’s example: the negative flowers will not stop your ad showing for “flower”. If you want to block both, add both, along with any common misspellings.
Where to add them
- Ad group level for words that are wrong for one service only.
- Campaign level for words that are wrong for the whole campaign.
- Account level for words you never want anywhere. Google lets you keep one account-wide list that applies across your search and shopping campaigns.
A starter list
These groups are worth checking for almost any service business. Only add the ones that are wrong for you.
- Job seekers: jobs, job, careers, salary, hiring, vacancy, apprenticeship
- Learners: course, courses, training, how to, tutorial, diy
- Freebie hunters: free, cheap, cheapest (if you are not the budget option)
- Researchers: definition, meaning, wikipedia, template, pdf
- Places you do not serve: the names of cities or regions outside your area
The free negative keyword builder will put a list together for your industry.
Do not overdo it
A careless negative can block good searches. The single word cheap also blocks “cheap emergency plumber”, which may be a buyer. Add negatives from real searches in your report, check which match type you are using, and review your list a few times a year.
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Sources
- Google Ads Help: About negative keywords (match types, close variants and account-level lists)
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →