Negative Keywords — Definition
Negative keywords are words and phrases you tell Google not to show your ads for. If you run a high-end interior design firm, you might add "cheap," "DI...
What it is
Negative keywords are words and phrases you tell Google not to show your ads for. If you run a high-end interior design firm, you might add "cheap," "DIY," and "free" as negative keywords so you're not paying for clicks from people who will never hire you.
Why it matters
Negative keywords prevent wasted spend. Without them, broad keyword matches can trigger your ads for completely irrelevant searches, burning budget on people who were never going to convert. A well-maintained negative keyword list is one of the highest-leverage optimizations in any Google Ads account.
The mistake most people make
Building a negative keyword list once at campaign launch and never touching it again. Your search term reports will constantly reveal new irrelevant queries triggering your ads. Review them weekly at the start of a campaign, then at least monthly once things stabilize.