A negative keyword is an exclusion phrase added to a paid search campaign that prevents advertisements from displaying when users search for that specific term or related phrase.
This information is relevant for digital marketers and PPC advertisers who are optimizing their paid search campaigns alongside guides on keyword research and ad group structuring.
External context
Implementing negative keywords is a vital optimization step because it ensures that your ads only appear for highly relevant searches, thereby preventing wasted ad spend on queries unlikely to result in sales. By filtering out irrelevant search terms—such as excluding 'jobs' when advertising hotels—you maximize the efficiency of your advertising budget. Utilizing automated tools can assist with this process to save time and reduce the possibility of human error.
Negative keyword Wikipedia contributors, “Negative keyword”, en.wikipedia.orgLicence01What it is and how it works
Negative keywords are added at the campaign or ad group level in platforms like Google Ads and Microsoft Advertising. When a user's search query matches a negative keyword according to the chosen match type (exact, phrase, or broad), the ad is suppressed. For example, a retailer selling premium running shoes might add "free" as a negative keyword to avoid showing ads for queries like "free running shoes," which lack purchase intent. The match type determines how closely the query must match the negative keyword. Exact match blocks only the exact term, phrase match blocks the term in order, and broad match blocks any query containing the term. This mechanism helps advertisers control where their budget is spent and improve campaign efficiency.
A negative keyword tells the ad platform not to show your ad when someone searches for that exact word or phrase. It is like a block list for search terms you do not want to pay for.
02What to do about it
Start by reviewing your search terms report weekly to identify irrelevant queries that trigger your ads. Add those terms as negative keywords at the appropriate level—campaign or ad group—based on how broadly the irrelevance applies. Use negative keyword lists to apply the same exclusions across multiple campaigns, saving time and ensuring consistency. Regularly update your negative keyword list as new search terms emerge from seasonal trends or product changes. Also, consider using automated rules or scripts to add negatives from search terms that have low conversion rates or high cost per click. These actions keep your campaigns focused on high-intent traffic.
03How it is measured or noticed
You notice the effect of negative keywords by monitoring the search terms report in your ad platform. Metrics such as impressions saved, clicks avoided, and cost saved show the direct impact. Additionally, improvements in click-through rate (CTR) and conversion rate (CVR) indicate that negatives are filtering out low-quality traffic. A sudden drop in impressions for a previously high-volume query may signal that a negative keyword is too broad and blocking relevant searches. Regularly comparing performance before and after adding negatives helps quantify their value.
How the record puts it
In pay-per-click advertising (PPC), negative keywords prevent advertisements from displaying for particular keyword phrases.
04Common mistakes
- Adding too many negative keywords too early, before you have enough search term data to know what is truly irrelevant.
- Using broad match negatives that block a wide range of queries, including relevant ones. For example, negating "cheap" might also block "cheap but durable" if the intent is still positive.
- Forgetting to add negative keywords for common misspellings or variations of irrelevant terms.
- Neglecting to update negatives as new search terms appear from seasonal trends or product launches.
- Applying negative keywords at the wrong level—campaign instead of ad group—causing unintended exclusions across unrelated products.
05Limits
Negative keywords only affect paid search ads, not organic search results. They cannot block all irrelevant traffic if the match type is too restrictive or if the query is a long-tail variation not covered. In the context of AI search, negative keywords may not apply at all if the AI model uses semantic understanding rather than keyword matching. They are often confused with negative match types in SEO, but SEO has no equivalent control. Additionally, negative keywords do not prevent your brand from appearing in AI-generated summaries or chatbot responses—those are governed by different mechanisms.
06Worked example
A shoe retailer selling premium running shoes notices their ad shows for the query 'cheap running shoes'. They add 'cheap' as a negative keyword. After that, the ad no longer appears for that query, saving budget and improving conversion rate from remaining clicks.
The entry above is written by GetLoopLoop. What follows is what independent catalogues hold about the same term — none of it is the source of this page.
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The same term on Wikipedia
Catalogued in 2 languagesFrequently asked questions
How do negative keywords differ from regular keywords?
Negative keywords prevent ads from showing for specific searches, while regular keywords trigger ads. They work in opposite directions. You add negatives to exclude, not to target.
Should I use negative keywords in every campaign?
It depends on your campaign goals and budget. If you have limited budget and want to avoid irrelevant clicks, yes. For highly targeted campaigns with exact match, you may need fewer negatives.
How do I add negative keywords in Google Ads?
You can add them at the campaign or ad group level under the Keywords tab. Select "Negative keywords" and enter terms. You can also use the search terms report to add negatives directly.
Do negative keywords work with broad match keywords?
Yes, but they work differently. A negative keyword in broad match will block any search that contains the term, regardless of word order. Use exact match negatives for more precision.
What happens if I accidentally add a negative keyword that blocks a high-converting query?
You will lose impressions and conversions from that query. Regularly review your search terms report to catch mistakes and remove any negatives that are too restrictive.
Asked out loud
spoken, not typedThe same term in the words somebody uses speaking to an assistant rather than typing into a box — written from the situation, which is why each one carries the situation it came from.
You should add 'free samples' as a negative keyword. Go to your campaign's negative keywords list and add that phrase. It will prevent your ad from showing for any search containing those words, saving your budget for paying customers.
Start by adding negative keywords rather than removing good ones. Review your search terms report for irrelevant queries that are wasting money and add them as negatives. This reduces wasted spend without cutting into your best-performing keywords.
It's a real risk if you add overly broad negatives, but you can avoid it by using exact match negatives for clearly irrelevant terms. Monitor your impression volume after adding negatives to ensure you're not blocking valuable traffic. Start small and review regularly.