How Negative Keywords for Google Ads Works

In the ever-competitive world of digital marketing, making every click count is essential. Google Ads has become a powerhouse platform for businesses to reach their target audiences, but with that power comes the responsibility to manage your ad spend wisely. Did you know that 76% of Google Ads budgets are wasted on search terms that aren’t relevant to the business’s offerings? This crazy statistic shows the importance of refining your ad strategy, and that’s where negative keywords come in. By effectively using negative keywords, you can ensure that your ads only appear in front of people who are genuinely interested in what you offer, ultimately leading to better results and more efficient use of your advertising budget. In this guide, we'll walk you through everything you need to know about mastering negative keywords in Google Ads, from what they are to how they can significantly boost your campaign performance.

What Are Negative Keywords?

Negative keywords are the unsung heroes of Google Ads. While most people focus on finding the right keywords to target, negative keywords are all about finding the wrong ones—the ones that are just wasting your budget. In simple terms, negative keywords prevent your ads from showing up in searches that aren’t relevant to your business.

Here’s an example: if you sell high-end leather boots, you don’t want your ads showing up for searches like “cheap rubber boots” or “boot repair services.” These searches are unlikely to convert into sales, so why pay for those clicks? That’s where negative keywords come in. They filter out the irrelevant stuff, so your ads only show up for people who are actually interested in what you offer.

Types of Negative Keywords:

Not all negative keywords work the same way. Google Ads gives you three different types of negative keywords to use: broad match, phrase match, and exact match. Understanding how each type works is key to getting the most out of your negative keywords.

Broad Match Negative Keywords

Broad match negative keywords are the most flexible. When you add a broad match negative keyword, Google will block your ads from showing up in any search that contains your negative keyword, even if the words are in a different order or include other terms. For example, if your broad match negative keyword is “running shoes,” your ads won’t show up for searches like “cheap running shoes” or “running gear shoes.”

But be careful—broad match negative keywords can sometimes block more searches than you intend. Your ads could still appear for searches that don’t contain the exact phrase, like “tennis shoes for running.” It’s a great tool, but it needs a little finesse.

Phrase Match Negative Keywords

Phrase match negative keywords are a bit more specific. They block any search that contains the exact phrase you specify, but they won’t block searches with additional words before or after that phrase. So if your negative keyword is “running shoes,” your ad won’t show up for “cheap running shoes,” but it might still show up for “best shoes for running.”

Phrase match is useful when you want to exclude a particular phrase but still keep your ads eligible for related searches. It’s a middle ground between broad match and exact match.

Exact Match Negative Keywords

Exact match negative keywords are the most precise. They only block your ads from showing up when someone searches for the exact phrase you’ve specified, with no extra words. If your exact match negative keyword is “running shoes,” your ad will only be blocked for searches that are exactly “running shoes.” If someone searches “best running shoes” or “shoes for running,” your ad could still appear.

This is the best option when you want to exclude a very specific search query that you know won’t convert.

Benefits of Using Negative Keywords

So, why go through the trouble of adding negative keywords? There are some pretty significant benefits that can make your Google Ads campaigns much more effective.

Improving Click-Through Rate (CTR)

When your ads don’t show up for irrelevant searches, fewer people will see your ad, but those who do are more likely to click. This means your click-through rate (CTR) improves because the people seeing your ad are actually interested in what you’re offering. A higher CTR isn’t just a vanity metric—it can also help you pay less per click in the long run.

Creating More Relevant Ad Groups

By weeding out keywords that don’t relate to your business, you can create much tighter ad groups. This allows you to craft more targeted ads that speak directly to the specific needs and interests of your audience. The more relevant your ad groups, the better your ads will perform.

Saving Money and Reducing Wasted Spend

This one’s a no-brainer: when you’re not paying for clicks that don’t convert, you save money. Negative keywords help you avoid spending your budget on people who aren’t going to buy from you, which means more of your budget can go towards clicks that actually matter.

Raising Conversion Rates

Finally, negative keywords help you focus on the people who are most likely to convert. By excluding irrelevant searches, you’re ensuring that your ads only show up for people who are actively searching for what you sell. This can lead to higher conversion rates, meaning more sales or leads for the same amount of money.

How to Add Negative Keywords in Google Ads

Now that you know why negative keywords are so important, let’s talk about how to add them to your Google Ads campaigns. It’s a pretty straightforward process, but there are a few steps you’ll need to follow.

Step-by-Step Guide to Adding Negative Keywords

Accessing the Keywords Tab

First, log in to your Google Ads account and navigate to the campaign or ad group where you want to add negative keywords. On the left-hand menu, click on “Keywords.” This will take you to the Keywords tab, where you can manage all the keywords for that campaign or ad group.

Using Search Terms to Identify Negative Keywords

Next, click on “Search Terms.” This will show you a list of actual search queries that triggered your ads. Take a close look at this list to identify any search terms that aren’t relevant to your business. These are the terms you’ll want to add as negative keywords.

Adding Negative Keywords to Your Account

To add a negative keyword, simply check the box next to the search term you want to exclude, then click on “Add as negative keyword.” You’ll be prompted to choose whether you want to add the negative keyword at the account, campaign, or ad group level, and you can also choose the match type (broad, phrase, or exact). Once you’ve made your selections, click “Save,” and your negative keyword will go live.

Creating and Managing a Negative Keywords List

If you’re running multiple campaigns, adding negative keywords one by one can get tedious. That’s where negative keyword lists come in handy.

Why You Need a Negative Keywords List

Negative keyword lists allow you to group together related negative keywords and apply them to multiple campaigns at once. This saves time and ensures that you’re not accidentally showing ads for irrelevant searches across different campaigns.

How to Create a Negative Keywords List

To create a negative keyword list, go to the “Tools & Settings” menu in your Google Ads account and select “Negative keyword lists” from the “Shared Library” column. Click the blue plus sign to create a new list, give it a name, and start adding your negative keywords. Once your list is ready, you can apply it to any campaign or ad group in your account.

Applying Negative Keywords Across Campaigns

To apply your negative keyword list, go back to the campaign or ad group where you want to use it. In the Keywords tab, click on “Negative Keywords” and select “Use negative keyword list.” Choose the list you created, hit “Save,” and you’re good to go. Your ads will now be protected from irrelevant searches across multiple campaigns.

Advanced Tips for Negative Keywords Management

If you’re managing a large account or just want to get the most out of your negative keywords, there are some advanced strategies you can use.

Search Query Mining for Negative Keywords

Search query mining involves digging deep into the search terms that triggered your ads to find negative keyword opportunities. This can be a time-consuming process, but it’s worth it to uncover those sneaky keywords that are costing you money.

Filtering and Analyzing Search Queries

One of the best ways to identify negative keyword opportunities is by using filters in the Search Terms report. You can filter by metrics like CTR, conversion rate, or cost per conversion to find the queries that aren’t performing well. These are prime candidates for negative keywords.

Identifying High-Cost, Low-Conversion Queries

Look for search queries that have a high cost per conversion or a low conversion rate. If a query is costing you a lot of money but not delivering results, it’s probably not worth bidding on. Adding these queries as negative keywords can help you cut down on wasted spend.

Layering Filters for Keyword Management

For even more precision, you can layer multiple filters to find the exact search queries that are dragging down your performance. For example, you might filter for queries with both a low CTR and a high CPA. Once you’ve identified these queries, add them as negative keywords to keep your account running efficiently.

Negative Keywords Summary

Mastering the use of negative keywords in your Google Ads campaigns is a game-changer for maximizing ROI and minimizing wasted ad spend. By carefully selecting which keywords to exclude, you can ensure that your ads only appear to the most relevant audiences, boosting your click-through rate, conversion rate, and overall campaign effectiveness. Whether you’re creating tightly focused ad groups or building comprehensive negative keyword lists, these strategies help you avoid costly mistakes and make your advertising budget work harder for you. Implementing these techniques might seem tedious at first, but the long-term benefits are well worth the effort, leading to more targeted traffic, higher quality leads, and ultimately, greater success in your paid search marketing efforts. Interested in help with your Google Ads? Contact us today!