What Are Negative Keywords?
Negative keywords are search terms for which your ads will NOT be shown. They form the basis of my "Prune to Grow" approach and are one of the most underestimated optimization techniques in Google Ads.
Why Are They So Important?
Without negative keywords, you pay for clicks from people who:
- Don't intend to buy
- Are looking for something else
- Are wasting your ad budget
Example: You sell new laptops, but show ads for "second-hand laptop" or "laptop repair". Those are wasted clicks.
How Much Can You Save?
In my experience as a Google Ads expert, accounts without good negative keywords waste an average of 20-30% of their budget on irrelevant clicks.
| Situation | Waste |
|---|---|
| No negative keywords | 25-40% |
| Basic exclusions | 10-20% |
| Well-maintained list | <5% |
Types of Negative Keywords
1. Negative Broad (Default)
Excludes all searches containing the word, regardless of order.
Example: Negative "free" excludes:
- free software
- download software for free
- where can I find free software
2. Negative Phrase
Excludes searches with the exact phrase in that order.
Example: Negative "free software" excludes:
- download free software
- best free software
But NOT: "software for free"
3. Negative Exact
Excludes only the exact search.
Example: Negative [free software] only excludes:
- free software
Which Keywords Should You Exclude?
Universal Exclusions
These keywords are almost always irrelevant:
- Free - if you sell paid products/services
- Cheap/budget - if you position as premium
- DIY/yourself - if you offer services
- Job/vacancy/apply - unless you're a recruiter
- Course/training/learn - if you don't sell training
- Review/compare - often informational, not purchase-oriented
Industry-Specific Exclusions
| Industry | Typical exclusions |
|---|---|
| E-commerce | second-hand, repair, manual |
| B2B Software | free version, crack, alternatives |
| Local services | other cities, vacancies |
| Consultancy | DIY, template, example |
Analyzing the Search Terms Report
This is where the real savings are. Follow these steps weekly:
Step 1: Open the Search Terms Report
Go to: Keywords → Search terms
Step 2: Filter by Cost
Sort by cost (high to low) to find the biggest wasters.
Step 3: Analyze Each Term
Ask yourself:
- Does this search match my offering?
- Does this visitor have purchase intent?
- What was the conversion rate?
Step 4: Add to Negative List
Immediately exclude irrelevant terms at the right level (broad/phrase/exact).
Read more about analyzing keywords in our keyword guide.
Negative Keyword Lists
What Is a List?
A collection of negative keywords that you can link to multiple campaigns. Super handy for maintenance.
Creating Lists
- Go to Tools & Settings
- Shared library → Exclusion lists
- Create lists per category
Recommended Lists
List 1: General Exclusions
- free
- second-hand, used
- vacancy, job, work
- download, pdf, template
List 2: Informational Searches
- what is, how does
- meaning, definition
- wiki, wikipedia
- youtube, video
List 3: Competitors (if relevant)
- competitor names
- alternative brands
Common Mistakes
Mistake 1: Excluding Too Broadly
You accidentally exclude good keywords. Be specific.
Bad: Negative "buy" (excludes everything!) Good: Negative "don't buy" or "buy or not"
Mistake 2: Never Updating
Your negative list must grow with your account. Schedule a weekly review.
Mistake 3: Only at Campaign Level
Use lists for efficient management across multiple campaigns.
Mistake 4: Too Few Negative Keywords
Most accounts have too few. A well-maintained account often has 200-500+ negative keywords.
Impact on Quality Score
Negative keywords indirectly improve your Quality Score:
- Higher CTR - Fewer irrelevant impressions
- Better relevance - Ads match searches better
- Lower costs - No wasted clicks
My Approach as a Google Ads Expert
For every account audit I start with the search terms report. This often delivers the fastest savings:
- Week 1: Analysis and first major exclusions
- Week 2-4: Refinement based on data
- Ongoing: Weekly review of new search terms
On average I save clients 20-30% just by optimizing negative keywords. This fits perfectly into my "Prune to Grow" philosophy.
Frequently Asked Questions
How many negative keywords should I have?
A well-maintained Google Ads account has on average 200-500 negative keywords. Start with 50-100 universal exclusions and expand weekly based on your search terms report. Too few negative keywords is one of the most common mistakes.
Can I have too many negative keywords?
Technically you can have up to 10,000 negative keywords per campaign. The risk of too many is accidentally excluding good searches. Always check that your negative keywords don't conflict with your target keywords.
How often should I update my negative keywords?
I recommend checking your search terms report weekly, especially in the first 2-3 months of a campaign. After stabilization you can move to bi-weekly or monthly reviews. After major campaign changes or new products, monitor more intensively again.
Ready to analyze your own account? Request a free audit and discover how much you can save.
Need help with your Google Ads?
As a Google Ads expert with 17+ years of experience, I help you get more from your ad budget. Request a free audit and discover where you can save.
