Negative Keywords

Negative keywords prevent ads from serving for specified searches. They help reduce irrelevant clicks, separate search intents more clearly, and focus budgets on relevant queries. Depending on the platform, exclusions can be managed at different levels or through shared lists.

Negative match types do not behave exactly like positive keyword match types. In Google Ads, close variants are not excluded in the same way automatically, so singular, plural, or related terms may need separate review. Overly broad exclusions can block valuable traffic, which is why search term reports should be reviewed regularly.

• Exclude irrelevant searches
• Reduce wasted traffic and unnecessary click costs
• Negative match types differ from positive keywords
• Require regular review using search term reports