Guide
Negative keywords: stop paying for searches that never sell
Published: · 5 min read
One of the most common sources of wasted spend in search campaigns is ads showing for searches that have nothing to do with what you sell. You chose the keyword “candles”, and your ad also shows for “how to make candles at home” or “free candles”. Every click on those searches costs money and almost never leads to a sale.
The fix is called negative keywords. This guide explains what they are, how to find the ones you need and how to add them without accidentally blocking people who actually want to buy.
What negative keywords are
A negative keyword tells the platform: “don't show my ad when the search contains this word or phrase”. If you only sell new products, you might add “second hand” as a negative. If you offer a paid service, “free” is often a useful negative.
The term comes from Google Ads, where it's used most, but other platforms with search ads have similar features. On social networks the logic is different: there you exclude audiences (existing customers, for example), not words.
Why irrelevant searches happen
Google doesn't show ads only for the exact words you chose. Depending on the match type, your ad can also show for variations, synonyms or searches the system considers related. That helps you reach more people, but it also means some searches won't be a good fit.
Broad match leaves the most room for interpretation, exact match the least. The broader your match types, the more important it is to check regularly which searches actually triggered your ads.
Where to find the searches costing you money
Your main source is the search terms report. It shows what people actually typed before seeing and possibly clicking your ad, along with clicks, cost and conversions for each term.
As you go through the report, look for a few patterns:
- Research intent rather than buying intent: “how to”, “what is”, “tutorial”, “ideas”.
- Searches for free or rock-bottom prices, if that's not your segment.
- Products or services you don't offer: other models, sizes or categories.
- Jobs: “hiring”, “job”, “salary”, unless you recruit through ads.
- Other locations than the ones you deliver to or work in.
- Competitor names, if you choose not to bid on them.
Prioritise terms that spent money without converting. A term with one cheap click matters less than one that appears every day.
Match types for negatives
Negative keywords have match types too, and they work slightly differently from regular keywords:
- Negative broad match: blocks searches containing all the negative words, in any order.
- Negative phrase match: blocks searches containing the exact phrase, in the same order.
- Negative exact match: blocks only the search identical to the negative keyword.
One important detail: negatives generally don't automatically cover synonyms or misspellings the way regular keywords can, so sometimes you'll need to add several forms of the same word. The exact, up-to-date rules are in the Google Ads Help Center.
Where to add them: ad group, campaign or list
You can add negative keywords at several levels:
- Ad group level: when a term is fine for a campaign but not for a particular group. Useful for steering searches to the right group.
- Campaign level: when a term isn't right for anything in that campaign.
- Negative keyword lists: shared lists applied to several campaigns, for example one with “free”, “job”, “tutorial”.
If you're not sure what ad groups and campaigns are, start with our guide to ad campaign structure.
How to avoid blocking good customers
Negative keywords are powerful, and one mistake can cut off valuable traffic. A few rules of caution:
- Don't add a very short or common word as a broad negative if it also appears in good searches.
- Before blocking a term, check whether it has brought conversions anyway.
- Review your negative list from time to time: products and offers change, and an old negative can block a new product.
- Note why you added each negative, especially if you work in a team.
Make reviewing search terms a regular habit, weekly for example. It's one of the simplest ways to cut unnecessary spend.
Find and block wasted searches with adscontrol.ai
In adscontrol.ai you can simply type “where am I wasting money?” or “show me search terms with no conversions”. The assistant reads the search terms report from your connected account, shows you searches that spent budget without results and suggests suitable negative keywords.
The suggestion appears as a card with Confirm / Edit / Cancel, so you decide what gets added. Wasted-spend analysis and keyword research are listed by plan on the pricing page. You can start the trial on your own account.
Frequently asked questions
What is a negative keyword?
It's a word or phrase for which you ask the platform not to show your ad. For example, if you don't offer anything free, you add “free” as a negative and your ad stops showing for searches that contain it.
Where do I find negative keyword ideas?
The best source is the search terms report in Google Ads, which shows what people actually searched for before seeing your ad. Look for terms that cost money without bringing conversions.
How often should I add negative keywords?
Regular reviews, weekly for example, are good practice, especially for new campaigns or those using broad match. As your list matures, you'll find fewer new terms to block.
Can I accidentally block good customers?
Yes, if you add a negative that's too broad. Check first whether the term brought conversions, and avoid short, common words as broad negatives.