In the world of Google Ads, every click counts. But not every click is a good one. If your ads appear for the wrong searches, you’re paying for visitors who will never become customers. That’s why Google Ads negative keywords tell search engines what not to target.
Negative keyword targeting stops your ads from showing up in searches that don’t align with your product or service. In this blog, you’ll learn what is a negative keyword, why it’s so powerful, and how to use it the right way. Let’s dive in!
What Are Negative Keywords in Google Ads?
How are negative keywords different from other keywords? Negative keywords in Google Ads are words or phrases that prevent certain searches from triggering your ads. They help you avoid appearing in results that aren’t a good match for your offer.
For example, if you sell luxury handbags, you might want to exclude terms like “cheap handbags” or “DIY purse repair.” Without negative keywords, your ad could show up in both searches—and burn your budget fast.
Why Negative Keywords Matter
Using negative keywords gives you control and clarity. Here are a few reasons to make them part of your PPC toolkit:
- Avoid paying for clicks that don’t convert
- Keep your messaging aligned with your audience
- Improve click-through rates by showing up in the right searches
- Increase quality score and lower cost-per-click
- Create cleaner, more focused ad groups—just like you’d build a solid campaign structure for lead generation
Types of Negative Keywords
Knowing how to use each type is key to crafting a precise keyword list that works without cutting off good traffic. Let’s explore some negative keyword examples:
Broad Match Negative Keywords
This blocks your ad from showing if all the words are in the query, regardless of order. Useful but broad—be careful not to overuse.
Phrase Match Negative Keywords
This blocks your ad if the exact phrase appears in the search, in that exact order. It offers a bit more control.
Exact Match Negative Keywords
Your ad is blocked only if the search term matches your keyword exactly. This is great for fine-tuning performance without going too broad.
How to Build a Negative Keyword List (Step-by-Step)
- Check Your Search Terms Report: Look for keywords that triggered your ads but didn’t result in valuable clicks.
- Identify Irrelevant or Low-Intent Terms: Watch for words like “free,” “cheap,” “jobs,” or “DIY.” These often signal low buying intent.
- Add to Campaign or Ad Group Level: Apply keywords where they make the most sense. Start general and get more granular over time.
- Review Monthly: Just like you’d audit your site for core web vitals issues, you should regularly review your keyword exclusions to keep performance sharp.
- Test and Tweak: Digital marketing isn’t “set it and forget it.” Be willing to test exclusions and keep adjusting as you learn what works.
How Negative Keywords Fit into Your Bigger Strategy
Negative keywords are just one piece of the puzzle. They work best when combined with other tactics like:
- Automated bidding PPC
- Strong landing pages and product page optimization
- Clear audience targeting
- An effective email marketing automation strategy
- A tight brand positioning framework
Step Closer to Success with D2 Branding
How to add negative keywords in Google Ads might seem overwhelming initially, but the right support can make all the difference. That’s where D2 Branding can help! As an expert Tulsa marketing agency, we understand what it takes to make every ad click count. As a results-driven team and trusted digital partner, we help brands eliminate wasted spend and focus on what actually converts.
Are you ready to get started?