Definition

Negative Keywords

Negative keywords are words or phrases you tell Google Ads or Microsoft Ads not to show your ads for, so you don't pay for irrelevant searches.

Even well-chosen keywords can match searches you don't want, such as people looking for jobs, free versions, DIY guides or a different service. Adding those terms as negatives stops your ads appearing for them.

The best source of negative keywords is your search terms report, which shows the actual searches that triggered your ads. Reviewing it weekly is one of the simplest ways to lower your cost per lead.

Negative keywords in practice

A plumbing company bidding on "plumber" finds it's paying for searches like "plumber jobs", "plumber salary" and "how to become a plumber". Adding "jobs", "salary" and "how to become" as negatives stops that wasted spend.

Common questions about negative keywords

What are common negative keywords?

Terms like jobs, careers, salary, free, cheap, DIY, how to, course and training, depending on what you sell.

How often should I add negative keywords?

Weekly for active accounts, by reviewing the search terms report.

Can negative keywords block good traffic?

Yes, if they're too broad. Check that a negative term isn't part of searches you want before adding it.

Do negative keywords work on Performance Max?

Google has added more controls for Performance Max, including negative keywords at account and campaign level, but they're more limited than in Search campaigns.