Definition
Negative keywords are search terms you exclude from your campaigns, so your ads don't show on searches that contain them.
Also called: Negative keywords, Excluded keywordsFrom search to a relevant landing page.
An ad aligned with the intent.
Eligibility is not a guarantee of exposure. Bid, relevance, context and other auction factors affect delivery.
01What does the person want to achieve? Group searches by need.
Stopping waste is as important as bidding
Without negative keywords, budget burns on searches that never convert: “free”, “used”, “repair”, competitor names, or searches with a completely different intent than buying. Negative keywords filter out that traffic, so the money goes to searches that can actually become sales.
They're especially important with broad match and in Performance Max, where Google matches broadly. A well-run account has a living, continuously updated negative list, built from search terms. It's one of the cheapest ways to improve both CPA and relevance.
Frequently asked questions
Why are negative keywords important?
Because they stop budget from burning on irrelevant searches that never convert. That improves CPA and relevance directly, and is especially critical with broad match and in Performance Max, where Google matches broadly.
How do I find negative keywords?
In the search terms report: review the actual searches your ads appeared on and exclude the ones that are irrelevant or carry the wrong purchase intent. It's an ongoing task, not a one-off.
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About the author
Malthe Ærbo Weibeck
Pull specialist with 8+ years' experience. Comes from the agency world and has since worked as an independent consultant for several of the country's largest brands.
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