What are Negative Keywords and Why Do They Matter?
What are Negative Keywords and Why Do They Matter?
What are Negative Keywords and Why Do They Matter?
What are Negative Keywords and Why Do They Matter?
What are Negative Keywords and Why Do They Matter?
Negative Keywords
Negative Keywords
Negative Keywords
Negative Keywords
Negative keywords are terms that stop your pay-per-click (PPC) ads from showing on certain searches. They help your ads reach the most relevant audience, reduce wasted spend, and boost campaign performance.
Negative keywords are terms that stop your pay-per-click (PPC) ads from showing on certain searches. They help your ads reach the most relevant audience, reduce wasted spend, and boost campaign performance.
Negative keywords are terms that stop your pay-per-click (PPC) ads from showing on certain searches. They help your ads reach the most relevant audience, reduce wasted spend, and boost campaign performance.
Negative keywords are terms that stop your pay-per-click (PPC) ads from showing on certain searches. They help your ads reach the most relevant audience, reduce wasted spend, and boost campaign performance.
Table of Content
Negative Keywords Block Irrelevant Traffic and Wasted Spend.
4.9/5 Ratings!
4.9/5 Ratings!
Richa Dave
Richa Dave
Richa Dave
6 Min Read
6 Min Read
6 Min Read
Oct 27, 2025
Oct 27, 2025
Oct 27, 2025
What are the Negative Keywords?
What are the Negative Keywords?
What are the Negative Keywords?
Negative keywords are specific phrases or words that prohibit your ads from showing in search results that aren’t relevant to your offer.
In short, they tell platforms like Google Ads, “Do not show my ad if a user types in this term. Example: If you sell expensive wristwatches and don't want your ads to show up for searches like "cheap watches," you would add "cheap" as a negative keyword.
Negative keywords are essential in PPC campaigns to avoid wasting ad spend on unqualified traffic and to ensure your ads are only shown to users who are more likely to convert.
Negative keywords are specific phrases or words that prohibit your ads from showing in search results that aren’t relevant to your offer.
In short, they tell platforms like Google Ads, “Do not show my ad if a user types in this term. Example: If you sell expensive wristwatches and don't want your ads to show up for searches like "cheap watches," you would add "cheap" as a negative keyword.
Negative keywords are essential in PPC campaigns to avoid wasting ad spend on unqualified traffic and to ensure your ads are only shown to users who are more likely to convert.
Negative keywords are specific phrases or words that prohibit your ads from showing in search results that aren’t relevant to your offer.
In short, they tell platforms like Google Ads, “Do not show my ad if a user types in this term. Example: If you sell expensive wristwatches and don't want your ads to show up for searches like "cheap watches," you would add "cheap" as a negative keyword.
Negative keywords are essential in PPC campaigns to avoid wasting ad spend on unqualified traffic and to ensure your ads are only shown to users who are more likely to convert.
Five Ways Negative Keywords Improve PPC Campaigns
Five Ways Negative Keywords Improve PPC Campaigns
Five Ways Negative Keywords Improve PPC Campaigns
Negative keywords aren't just filters; they are powerful tools that can shape performance of your campaigns. This is how they make a big impact:
Negative keywords aren't just filters; they are powerful tools that can shape performance of your campaigns. This is how they make a big impact:
Negative keywords aren't just filters; they are powerful tools that can shape performance of your campaigns. This is how they make a big impact:
•
•
•
Reduce Wasted Ad Spend: If you don't use negative keywords, your ads might show up for search terms that aren't relevant or have low intent, which could lead to clicks that don't turn into sales. You can save money on leads by not paying for traffic that isn't likely to buy, like "free," "DIY," or "jobs." 💡 For instance, a plumbing company might use "plumbing jobs" as a negative keyword to keep people who are looking for work from clicking on their ads.
Reduce Wasted Ad Spend: If you don't use negative keywords, your ads might show up for search terms that aren't relevant or have low intent, which could lead to clicks that don't turn into sales. You can save money on leads by not paying for traffic that isn't likely to buy, like "free," "DIY," or "jobs." 💡 For instance, a plumbing company might use "plumbing jobs" as a negative keyword to keep people who are looking for work from clicking on their ads.
Reduce Wasted Ad Spend: If you don't use negative keywords, your ads might show up for search terms that aren't relevant or have low intent, which could lead to clicks that don't turn into sales. You can save money on leads by not paying for traffic that isn't likely to buy, like "free," "DIY," or "jobs." 💡 For instance, a plumbing company might use "plumbing jobs" as a negative keyword to keep people who are looking for work from clicking on their ads.
•
•
•
Improve Click-Through Rate (CTR): People are more likely to click on your ads when they only show up for relevant searches. Your CTR goes up when you get rid of impressions that aren't relevant. This can also raise your ad quality score. A higher CTR and quality score usually mean a lower cost per click (CPC) and better ad placements, which means you get more results for less money.
Improve Click-Through Rate (CTR): People are more likely to click on your ads when they only show up for relevant searches. Your CTR goes up when you get rid of impressions that aren't relevant. This can also raise your ad quality score. A higher CTR and quality score usually mean a lower cost per click (CPC) and better ad placements, which means you get more results for less money.
Improve Click-Through Rate (CTR): People are more likely to click on your ads when they only show up for relevant searches. Your CTR goes up when you get rid of impressions that aren't relevant. This can also raise your ad quality score. A higher CTR and quality score usually mean a lower cost per click (CPC) and better ad placements, which means you get more results for less money.
•
•
•
Increase Conversion Rates: Using negative keywords to get rid of people who aren't interested or who don't fit your target audience will naturally raise your conversion rate. You're showing your ads to people who are actively looking for what you have to offer. This means you're more likely to get good leads and sales.
Increase Conversion Rates: Using negative keywords to get rid of people who aren't interested or who don't fit your target audience will naturally raise your conversion rate. You're showing your ads to people who are actively looking for what you have to offer. This means you're more likely to get good leads and sales.
Increase Conversion Rates: Using negative keywords to get rid of people who aren't interested or who don't fit your target audience will naturally raise your conversion rate. You're showing your ads to people who are actively looking for what you have to offer. This means you're more likely to get good leads and sales.
Tip: Check your search term reports often to find keywords that get clicks but don't lead to sales. Mark them as negative.
Tip: Check your search term reports often to find keywords that get clicks but don't lead to sales. Mark them as negative.
Tip: Check your search term reports often to find keywords that get clicks but don't lead to sales. Mark them as negative.
•
•
•
Refine Targeting and Audience Intent: Negative keywords help advertisers target their ads more accurately to match what people are looking for. Someone looking for "how to fix a broken laptop," for instance, probably wants to do it themselves, not hire a professional. If you fix computers for a living, you wouldn't use the words "how to" or "DIY" to avoid this problem. This improvement makes sure that your ads are shown to people who are ready to act, which boosts your return on ad spend (ROAS).
Refine Targeting and Audience Intent: Negative keywords help advertisers target their ads more accurately to match what people are looking for. Someone looking for "how to fix a broken laptop," for instance, probably wants to do it themselves, not hire a professional. If you fix computers for a living, you wouldn't use the words "how to" or "DIY" to avoid this problem. This improvement makes sure that your ads are shown to people who are ready to act, which boosts your return on ad spend (ROAS).
Refine Targeting and Audience Intent: Negative keywords help advertisers target their ads more accurately to match what people are looking for. Someone looking for "how to fix a broken laptop," for instance, probably wants to do it themselves, not hire a professional. If you fix computers for a living, you wouldn't use the words "how to" or "DIY" to avoid this problem. This improvement makes sure that your ads are shown to people who are ready to act, which boosts your return on ad spend (ROAS).
•
•
•
Organize Campaign Structure Effectively: You can stop keyword cannibalization and keep your ad groups tightly themed by using negative keywords. In a Google Ads campaign with multiple ad groups that target different services (like "AC installation" and "AC repair"), you can use each service as a negative keyword in the other group to keep them from overlapping. This keeps your ad copy up to date, raises your Quality Score, and helps you show more relevant ads.
Organize Campaign Structure Effectively: You can stop keyword cannibalization and keep your ad groups tightly themed by using negative keywords. In a Google Ads campaign with multiple ad groups that target different services (like "AC installation" and "AC repair"), you can use each service as a negative keyword in the other group to keep them from overlapping. This keeps your ad copy up to date, raises your Quality Score, and helps you show more relevant ads.
Organize Campaign Structure Effectively: You can stop keyword cannibalization and keep your ad groups tightly themed by using negative keywords. In a Google Ads campaign with multiple ad groups that target different services (like "AC installation" and "AC repair"), you can use each service as a negative keyword in the other group to keep them from overlapping. This keeps your ad copy up to date, raises your Quality Score, and helps you show more relevant ads.
Final Thoughts
Final Thoughts
Final Thoughts
Negative keywords may seem like something to stay away from, but they are one of the best things you can use in PPC advertising. They help you save money, get more conversions, and make your campaign a whole work better by keeping your ads away from showing up in searches that aren't relevant.
If you want to run smarter, more profitable ads, you need to know how to use negative keywords, whether you're a local business or an eCommerce brand.
Negative keywords may seem like something to stay away from, but they are one of the best things you can use in PPC advertising. They help you save money, get more conversions, and make your campaign a whole work better by keeping your ads away from showing up in searches that aren't relevant.
If you want to run smarter, more profitable ads, you need to know how to use negative keywords, whether you're a local business or an eCommerce brand.
Negative keywords may seem like something to stay away from, but they are one of the best things you can use in PPC advertising. They help you save money, get more conversions, and make your campaign a whole work better by keeping your ads away from showing up in searches that aren't relevant.
If you want to run smarter, more profitable ads, you need to know how to use negative keywords, whether you're a local business or an eCommerce brand.
Frequently Asked Questions (FAQs)
Frequently Asked Questions
Frequently Asked Questions
How do negative keywords differ from regular keywords?
Regular keywords trigger your ads when users type in those terms. Negative keywords block your ads from showing for unwanted searches. Together, they create a precise targeting strategy that minimizes wasted spend while maximizing conversions.
Do negative keywords improve Quality Score?
You should expect a structured process that includes onboarding, goal setting, strategy development, regular communication, execution of campaigns, and performance reporting. A good agency will act as a partner collaborating with you to understand your business, crafting a custom plan, and keeping you informed about progress and results.
How do negative keywords save advertising budget?
Vanity metrics are data points that look impressive but don’t directly impact your bottom line, such as social media likes, page views, or email open rates. While they can indicate visibility, they’re not strong indicators of business success. What’s more important are actionable metrics like lead quality, conversion rate, and return on investment (ROI). Looking for more details? Contact us today before your competitors do.
Can negative keywords increase conversion rates?
High traffic without conversions often points to deeper issues such as: Poor targeting (the wrong audience is visiting), weak calls-to-action or unclear messaging, website usability issues or slow load times, lack of trust signals (like reviews or security).
Your marketing should not just drive visits; it should drive the right visitors and guide them to act.
What is the difference between campaign-level and ad group–level negative keywords?
You’ll know it’s working when you see measurable progress toward your business goals, more qualified leads, better engagement, increased sales, or stronger ROI. Regular reports, clear KPIs, and consistent communication from your agency are key to evaluating success.
Should I add negative keywords to a brand-new campaign?
Organic marketing (like SEO, blogging, and social media engagement) often takes 3 to 6 months to start showing results and may take 6–12 months for significant impact. It builds trust and authority over time, and while slower than paid marketing, it often yields more sustainable growth.
Can negative keywords affect impression share?
A good marketing report should cover: Key performance indicators (KPIs) tied to your goals, traffic and conversion data, campaign performance summaries, ROI or cost-per-lead/acquisition, insights and recommendations for improvement, clear next steps or action items.
It should be easy to understand, jargon-free, and focus on outcomes. Learn more—how we drive revenue?
How do negative keywords differ from regular keywords?
Regular keywords trigger your ads when users type in those terms. Negative keywords block your ads from showing for unwanted searches. Together, they create a precise targeting strategy that minimizes wasted spend while maximizing conversions.
Do negative keywords improve Quality Score?
You should expect a structured process that includes onboarding, goal setting, strategy development, regular communication, execution of campaigns, and performance reporting. A good agency will act as a partner collaborating with you to understand your business, crafting a custom plan, and keeping you informed about progress and results.
How do negative keywords save advertising budget?
Vanity metrics are data points that look impressive but don’t directly impact your bottom line, such as social media likes, page views, or email open rates. While they can indicate visibility, they’re not strong indicators of business success. What’s more important are actionable metrics like lead quality, conversion rate, and return on investment (ROI). Looking for more details? Contact us today before your competitors do.
Can negative keywords increase conversion rates?
High traffic without conversions often points to deeper issues such as: Poor targeting (the wrong audience is visiting), weak calls-to-action or unclear messaging, website usability issues or slow load times, lack of trust signals (like reviews or security).
Your marketing should not just drive visits; it should drive the right visitors and guide them to act.
What is the difference between campaign-level and ad group–level negative keywords?
You’ll know it’s working when you see measurable progress toward your business goals, more qualified leads, better engagement, increased sales, or stronger ROI. Regular reports, clear KPIs, and consistent communication from your agency are key to evaluating success.
Should I add negative keywords to a brand-new campaign?
Organic marketing (like SEO, blogging, and social media engagement) often takes 3 to 6 months to start showing results and may take 6–12 months for significant impact. It builds trust and authority over time, and while slower than paid marketing, it often yields more sustainable growth.
Can negative keywords affect impression share?
A good marketing report should cover: Key performance indicators (KPIs) tied to your goals, traffic and conversion data, campaign performance summaries, ROI or cost-per-lead/acquisition, insights and recommendations for improvement, clear next steps or action items.
It should be easy to understand, jargon-free, and focus on outcomes. Learn more—how we drive revenue?
How do negative keywords differ from regular keywords?
Regular keywords trigger your ads when users type in those terms. Negative keywords block your ads from showing for unwanted searches. Together, they create a precise targeting strategy that minimizes wasted spend while maximizing conversions.
Do negative keywords improve Quality Score?
You should expect a structured process that includes onboarding, goal setting, strategy development, regular communication, execution of campaigns, and performance reporting. A good agency will act as a partner collaborating with you to understand your business, crafting a custom plan, and keeping you informed about progress and results.
How do negative keywords save advertising budget?
Vanity metrics are data points that look impressive but don’t directly impact your bottom line, such as social media likes, page views, or email open rates. While they can indicate visibility, they’re not strong indicators of business success. What’s more important are actionable metrics like lead quality, conversion rate, and return on investment (ROI). Looking for more details? Contact us today before your competitors do.
Can negative keywords increase conversion rates?
High traffic without conversions often points to deeper issues such as: Poor targeting (the wrong audience is visiting), weak calls-to-action or unclear messaging, website usability issues or slow load times, lack of trust signals (like reviews or security).
Your marketing should not just drive visits; it should drive the right visitors and guide them to act.
What is the difference between campaign-level and ad group–level negative keywords?
You’ll know it’s working when you see measurable progress toward your business goals, more qualified leads, better engagement, increased sales, or stronger ROI. Regular reports, clear KPIs, and consistent communication from your agency are key to evaluating success.
Should I add negative keywords to a brand-new campaign?
Organic marketing (like SEO, blogging, and social media engagement) often takes 3 to 6 months to start showing results and may take 6–12 months for significant impact. It builds trust and authority over time, and while slower than paid marketing, it often yields more sustainable growth.
Can negative keywords affect impression share?
A good marketing report should cover: Key performance indicators (KPIs) tied to your goals, traffic and conversion data, campaign performance summaries, ROI or cost-per-lead/acquisition, insights and recommendations for improvement, clear next steps or action items.
It should be easy to understand, jargon-free, and focus on outcomes. Learn more—how we drive revenue?
How do negative keywords differ from regular keywords?
Regular keywords trigger your ads when users type in those terms. Negative keywords block your ads from showing for unwanted searches. Together, they create a precise targeting strategy that minimizes wasted spend while maximizing conversions.
Do negative keywords improve Quality Score?
You should expect a structured process that includes onboarding, goal setting, strategy development, regular communication, execution of campaigns, and performance reporting. A good agency will act as a partner collaborating with you to understand your business, crafting a custom plan, and keeping you informed about progress and results.
How do negative keywords save advertising budget?
Vanity metrics are data points that look impressive but don’t directly impact your bottom line, such as social media likes, page views, or email open rates. While they can indicate visibility, they’re not strong indicators of business success. What’s more important are actionable metrics like lead quality, conversion rate, and return on investment (ROI). Looking for more details? Contact us today before your competitors do.
Can negative keywords increase conversion rates?
High traffic without conversions often points to deeper issues such as: Poor targeting (the wrong audience is visiting), weak calls-to-action or unclear messaging, website usability issues or slow load times, lack of trust signals (like reviews or security).
Your marketing should not just drive visits; it should drive the right visitors and guide them to act.
What is the difference between campaign-level and ad group–level negative keywords?
You’ll know it’s working when you see measurable progress toward your business goals, more qualified leads, better engagement, increased sales, or stronger ROI. Regular reports, clear KPIs, and consistent communication from your agency are key to evaluating success.
Should I add negative keywords to a brand-new campaign?
Organic marketing (like SEO, blogging, and social media engagement) often takes 3 to 6 months to start showing results and may take 6–12 months for significant impact. It builds trust and authority over time, and while slower than paid marketing, it often yields more sustainable growth.
Can negative keywords affect impression share?
A good marketing report should cover: Key performance indicators (KPIs) tied to your goals, traffic and conversion data, campaign performance summaries, ROI or cost-per-lead/acquisition, insights and recommendations for improvement, clear next steps or action items.
It should be easy to understand, jargon-free, and focus on outcomes. Learn more—how we drive revenue?
How do negative keywords differ from regular keywords?
Regular keywords trigger your ads when users type in those terms. Negative keywords block your ads from showing for unwanted searches. Together, they create a precise targeting strategy that minimizes wasted spend while maximizing conversions.
Do negative keywords improve Quality Score?
You should expect a structured process that includes onboarding, goal setting, strategy development, regular communication, execution of campaigns, and performance reporting. A good agency will act as a partner collaborating with you to understand your business, crafting a custom plan, and keeping you informed about progress and results.
How do negative keywords save advertising budget?
Vanity metrics are data points that look impressive but don’t directly impact your bottom line, such as social media likes, page views, or email open rates. While they can indicate visibility, they’re not strong indicators of business success. What’s more important are actionable metrics like lead quality, conversion rate, and return on investment (ROI). Looking for more details? Contact us today before your competitors do.
Can negative keywords increase conversion rates?
High traffic without conversions often points to deeper issues such as: Poor targeting (the wrong audience is visiting), weak calls-to-action or unclear messaging, website usability issues or slow load times, lack of trust signals (like reviews or security).
Your marketing should not just drive visits; it should drive the right visitors and guide them to act.
What is the difference between campaign-level and ad group–level negative keywords?
You’ll know it’s working when you see measurable progress toward your business goals, more qualified leads, better engagement, increased sales, or stronger ROI. Regular reports, clear KPIs, and consistent communication from your agency are key to evaluating success.
Should I add negative keywords to a brand-new campaign?
Organic marketing (like SEO, blogging, and social media engagement) often takes 3 to 6 months to start showing results and may take 6–12 months for significant impact. It builds trust and authority over time, and while slower than paid marketing, it often yields more sustainable growth.
Can negative keywords affect impression share?
A good marketing report should cover: Key performance indicators (KPIs) tied to your goals, traffic and conversion data, campaign performance summaries, ROI or cost-per-lead/acquisition, insights and recommendations for improvement, clear next steps or action items.
It should be easy to understand, jargon-free, and focus on outcomes. Learn more—how we drive revenue?
Negative Keywords Block Irrelevant Traffic and Wasted Spend.
Negative Keywords Block Irrelevant Traffic and Wasted Spend.
Negative Keywords Block Irrelevant Traffic and Wasted Spend.
Add negative keywords to refine your campaigns, avoid irrelevant clicks, and boost overall ad efficiency.
Add negative keywords to refine your campaigns, avoid irrelevant clicks, and boost overall ad efficiency.
Add negative keywords to refine your campaigns, avoid irrelevant clicks, and boost overall ad efficiency.
Trusted by 1k+ Owners!
Trusted by 1k+ Owners!
Trusted by 1k+ Owners!
Trusted by 1k+ Owners!
Trusted by 1k+ Owners!
Share this article
Related Resources
Latest Blogs
Don’t miss our revenue growth tips!
Don’t miss our revenue growth tips!
Don’t miss our revenue growth tips!
Get expert marketing tips—straight to your inbox, like thousands of happy clients.
Get expert marketing tips—straight to your inbox, like thousands of happy clients.
Latest Blogs
Ready to speak with an expert?
Data-Driven Marketing Agency That Elevates ROI
Websites Designed & Optimized to Convert
$280M+
Client Revenue Driven & Growing Strong
Discover how to skyrocket
your revenue today!
Trusted by 1000+ Owners!
Want to skyrocket revenue?
4.9/5 Ratings!
Want to skyrocket revenue?
4.9/5 Ratings!
Ready to speak with an expert?
Data-Driven Marketing Agency That Elevates ROI
Websites Designed & Optimized to Convert
$280M+
Client Revenue Driven & Growing Strong
Discover how to skyrocket
your revenue today!
Trusted by 1000+ Owners!
Ready to speak with an expert?
Data-Driven Marketing Agency That Elevates ROI
Websites Designed & Optimized to Convert
$280M+
Client Revenue Driven & Growing Strong
Want to skyrocket
revenue?
Trusted by 1000+ Owners!
