Pay-per-click (PPC) advertising can be an incredibly powerful way to drive traffic, generate leads, and boost conversions. But without proper optimization, it can also become a black hole for your budget. One of the most underrated yet impactful tools in a PPC advertiser’s arsenal is the use of negative keywords. When used strategically, negative keywords help refine your targeting, improve your ad relevance, and ultimately increase your return on ad spend (ROAS).
In this blog, we’ll explore what negative keywords are, how they work, and how to use them effectively to ensure your ads are reaching the right audience.
What Are Negative Keywords?
Negative keywords are specific words or phrases that you add to your PPC campaigns to prevent your ads from showing up for certain search queries. Essentially, they act as filters, telling the advertising platform (like Google Ads or Microsoft Ads) not to display your ad if the user’s search includes those terms.
For example, let’s say you sell premium leather shoes. If someone searches for “cheap leather shoes,” you probably don’t want to pay for that click. By adding “cheap” as a negative keyword, your ad won’t be shown to users searching for terms containing that word.
Negative keywords help ensure your ad budget is spent only on highly relevant and potentially profitable traffic.
The Benefits of Using Negative Keywords
Improved Ad Relevance
By filtering out irrelevant search queries, your ads appear only to users who are more likely to be interested in your offerings. This means your ad copy will more closely match user intent, improving your relevance score.
Higher Click-Through Rate (CTR)
Since your ads won’t show up for unrelated queries, you’re more likely to receive clicks from people genuinely interested in what you’re offering. A higher CTR can improve your Quality Score and reduce your cost per click (CPC).
Better Quality Score
Google rewards relevance. When your ad matches user intent and performs well (higher CTR, better landing page experience), you get a better Quality Score, which can lead to lower CPCs and higher ad placements.
Reduced Wasted Spend
Paying for irrelevant clicks adds up quickly. Negative keywords help minimize wasted spend by preventing your ads from being triggered by users who are unlikely to convert.
Improved Conversion Rates
By narrowing down your audience to those with higher purchase intent, you’re more likely to achieve conversions. That means a better ROAS and a healthier marketing budget.
Types of Negative Keywords
Understanding the match types for negative keywords is crucial for effective implementation. Google Ads supports three types:
Broad Match Negative
This type blocks your ad from appearing if the search contains all the negative keyword terms, regardless of the order.
Example: Negative keyword = leather shoes
Blocked query: “buy leather running shoes”
Phrase Match Negative
This prevents your ad from showing if the search includes the exact keyword phrase in the same order, even if other words are present.
Example: Negative keyword = “cheap shoes”
Blocked query: “buy cheap shoes online”
Exact Match Negative
This restricts your ad only if the search matches the keyword exactly, with no extra words.
Example: Negative keyword = [cheap shoes]
Blocked query: “cheap shoes” only
Understanding how these work helps you tailor your strategy and avoid accidentally blocking valuable traffic.
How to Identify Negative Keyword
Search Terms Report
The Search Terms Report in Google Ads shows the actual queries that triggered your ads. Review this regularly to identify terms that are irrelevant to your product or service.
Google Keyword Planner
During keyword research, you may come across terms that are loosely related but not aligned with your offerings. Add them to your negative list upfront.
Competitor Research
Look at what keywords your competitors are targeting. Some may be drawing in low-quality traffic you can avoid by proactively adding as negatives.
Website Analytics
Bounce rates and session durations can help you pinpoint low-engagement traffic. These patterns often indicate poor keyword relevance.
How to Add Negative Keywords in Google Ads
Adding negative keywords is a straightforward process:
At the Campaign Level
Go to the campaign where you want to add negative keywords, click on “Keywords,” then “Negative Keywords,” and enter the terms.
At the Ad Group Level
This allows more granular control, especially in tightly themed ad groups. Repeat the same process as above but at the ad group level.
Using Negative Keyword Lists
Google Ads allows you to create lists that can be applied across multiple campaigns. This is useful for common exclusions like “free,” “jobs,” or “how to.”
Best Practice Tip: Keep your lists organized and regularly updated. Consider categorizing by themes like pricing intent (e.g., “cheap,” “free”), job-seekers (e.g., “careers,” “internship”), or DIY terms (e.g., “how to,” “tutorial”).
Negative Keyword Strategy Tips
Start With a Seed List: Begin with a basic list of common negative keywords. This may include words like “free,” “DIY,” “cheap,” “review,” and “job.”
Update Regularly: Treat negative keyword management as an ongoing task. Check your search terms report weekly or biweekly.
Segment by Intent: Think in terms of intent—avoid keywords that suggest the user is looking for information or employment rather than to purchase.
Don’t Go Overboard: Be cautious not to block too much. For instance, adding “free” may be appropriate for paid software but not if you offer free trials.
Use Tools for Scale: Consider using automated scripts or third-party tools to manage large lists or detect anomalies in search traffic.
Common Mistakes to Avoid
Overusing Exact Match Negatives
While exact match seems safer, it can limit your reach more than intended. Don’t rely solely on this type.
Neglecting Phrase Match Logic
Phrase match negatives are powerful but must be used with care. The phrase must appear in the exact order to trigger blocking, so plan accordingly.
Ignoring the Search Terms Report
Failing to review this report is a missed opportunity to refine your campaign continuously.
Using Campaign-Level Negatives Too Broadly
Sometimes keywords may be irrelevant to one ad group but relevant to another. Be careful when applying at the campaign level.
Tools to Help Manage Negative Keyword
Google Ads Editor: Great for managing large campaigns and making bulk changes.
Optmyzr: Offers automated scripts and keyword suggestions based on performance.
SEMrush and Ahrefs: Useful for keyword and competitor research.
Scripts & Automation: Use Google Ads scripts or third-party automation to flag irrelevant queries in real-time.
Hiring a PPC company ensures expert management of your campaigns, from keyword research to ad optimization, saving you time, reducing wasted spend, and maximizing ROI with data-driven strategies.
Final Words
Negative keywords are more than just a filtering mechanism; they are a strategic tool that directly impacts the efficiency and profitability of your PPC campaigns. When used properly, they help you cut down on wasted spend, improve ad targeting, and boost conversion rates.
Whether you’re a solo marketer or part of a large advertising team, building and maintaining a robust negative keyword list should be a regular part of your PPC workflow. The more refined your targeting, the more likely you are to reach the right audience—and that’s what drives real business results.
