If you’re running Google Ads, you’re already aware that every click costs money. But not every click is created equal. Some clicks come from high-intent users who are ready to convert, while others come from people who have no interest in what you’re offering. The trick to running a profitable campaign is filtering out the noise and focusing on the clicks that actually matter. This is where negative keywords come in.
By using negative keywords, you can exclude search queries that are irrelevant to your business, preventing wasted ad spend and ensuring that your budget is only used to target potential customers. In this article, we’ll dive into how negative keywords work, how they can save you money, and how to implement them effectively in your Google Ads campaigns.
What Are Negative Keywords in Google Ads?
Negative keywords are search terms that you tell Google to exclude from triggering your ads. Essentially, they stop your ads from showing up for specific queries that are irrelevant or unlikely to lead to conversions.
For example, if you’re running ads for a luxury shoe brand, you likely don’t want your ads to show up when someone searches for “cheap shoes.” By adding “cheap” as a negative keyword, you can prevent your ad from appearing in those searches, saving your budget for more relevant clicks.
Types of Negative Keywords:
- Negative Broad Match: Your ad won’t display if the search contains all the negative keyword terms in any order.
- Negative Phrase Match: Your ad won’t display if the search contains the exact phrase of your negative keyword.
- Negative Exact Match: Your ad won’t display if the search contains the exact negative keyword term.
Why Negative Keywords Can Save You Money
One of the biggest mistakes advertisers make in their Google Ads campaigns is not using negative keywords. Without them, you’re casting too wide a net, showing your ads to people who may never convert. This results in wasted clicks, wasted impressions, and more importantly, wasted money.
Here’s how negative keywords protect your ad budget:
1. Prevent Irrelevant Clicks
If your ad is showing up for searches unrelated to your business, you’re essentially throwing your budget down the drain. Negative keywords stop your ads from appearing in these situations, ensuring that only relevant users see your ad.
2. Improve Click-Through Rate (CTR)
When you block irrelevant queries, the people who do see your ad are more likely to be interested in your offering. This results in a higher CTR, which signals to Google that your ad is relevant and can lead to lower cost-per-clicks (CPCs).
3. Increase Conversion Rate
Fewer irrelevant clicks mean more focused traffic. When people who are genuinely interested in your products or services see your ad, they’re more likely to convert. Negative keywords ensure that your ads only reach those high-intent users.
4. Boost Quality Score
Google rewards ads that are relevant to searchers. Negative keywords help improve your ad’s quality score by ensuring that your ad only appears for appropriate searches. A higher quality score often leads to lower CPCs and better ad placements.
How to Find Negative Keywords
To maximise the effectiveness of negative keywords in your campaigns, you need to know which terms to exclude. Here are some actionable strategies for finding negative keywords:
1. Use the Search Terms Report
Google’s Search Terms Report is a goldmine for finding irrelevant queries that are triggering your ads. This report shows you the actual searches that led to clicks on your ads, and you can identify which ones don’t align with your business goals. Once you spot an irrelevant term, add it to your negative keyword list.
2. Think Like a Customer
Put yourself in the shoes of your customers. What terms might they search for that you don’t want to show up for? For example, if you’re a premium service provider, you may want to exclude words like “cheap” or “free.”
3. Use Keyword Research Tools
Tools like Google Keyword Planner or third-party platforms like SEMrush and Ahrefs can help you identify irrelevant keywords. Look for terms with high search volume but low relevance to your business.
4. Analyse Competitor Ads
Look at the types of keywords your competitors are targeting, and think about which irrelevant terms they might also be showing up for. You can often find opportunities to refine your own negative keyword list based on competitive analysis.
Best Practices for Using Negative Keywords in Google Ads
Now that you understand the importance of negative keywords, let’s look at some best practices for implementing them effectively in your campaigns.
1. Start With Broad Terms
When you first start using negative keywords, focus on broad, irrelevant terms that could be wasting your budget. For instance, if you’re selling high-end products, exclude broad terms like “cheap,” “discount,” or “free.” You can refine your list further as you gather more data.
2. Regularly Update Your Negative Keyword List
Your business and audience may evolve, and so should your negative keyword list. Make it a habit to review your search terms report and adjust your negative keywords regularly to ensure continued relevance.
3. Use Negative Keywords at Campaign and Ad Group Levels
Negative keywords can be applied at both the campaign and ad group levels. If there are broad terms you want to exclude from all your campaigns, apply them at the campaign level. For more nuanced exclusions, apply them at the ad group level to fine-tune individual campaigns.
4. Don’t Overuse Negative Keywords
While negative keywords are essential for optimising your budget, using too many can limit your reach. Be strategic about the words you exclude to avoid missing out on potential customers.
5. Combine With Positive Keyword Strategy
Negative keywords are only one part of the puzzle. To maximise their effectiveness, make sure your positive keyword strategy is dialled in. Use high-intent keywords that align closely with your audience’s search behaviour.
Examples of Negative Keyword Usage
Here are a few real-world examples of how negative keywords can save money in Google Ads campaigns:
- A luxury hotel might use “cheap” or “budget” as negative keywords to avoid showing ads to people looking for low-cost accommodation.
- An organic food brand might exclude “processed” or “artificial” from their keywords to maintain their brand image.
- A B2B software company might block terms like “free” or “open source” to avoid attracting users who are looking for no-cost solutions.
FAQs About Negative Keywords in Google Ads
1. What are negative keywords in Google Ads?
Negative keywords are terms that you exclude from your Google Ads campaigns to prevent your ads from showing up for irrelevant searches. They help you focus your budget on the right audience and avoid wasted clicks.
2. How do I find negative keywords?
You can find negative keywords by reviewing the Search Terms Report in Google Ads, using keyword research tools, and thinking strategically about terms that are irrelevant to your business.
3. Can negative keywords improve my ROI?
Yes, negative keywords can significantly improve your ROI by preventing wasted ad spend on irrelevant clicks. This ensures your budget is focused on high-intent users who are more likely to convert.
4. How often should I update my negative keyword list?
It’s a good idea to review and update your negative keyword list regularly, especially as you collect more data from your campaigns. A monthly or quarterly review is a good starting point.
5. Can I use negative keywords with other Google Ads campaigns like Display or Shopping?
Yes, negative keywords can be used across different types of Google Ads campaigns, including Search, Display, and Shopping Ads. However, the way they are applied might vary slightly depending on the campaign type.
Final Thoughts
In the world of Google Ads, it’s not just about how many clicks you get—it’s about getting the right clicks. Negative keywords are a powerful tool that can help you refine your campaigns, eliminate irrelevant traffic, and ultimately save money. By regularly updating your negative keyword list and pairing it with a strong positive keyword strategy, you can ensure that your ads are hitting the mark every time.
If you’re looking to maximise your Google Ads performance through strategic keyword optimisation, consider exploring our Google Ads Management services for expert guidance. And if you’re running campaigns across both Facebook and Google, take a look at our Facebook Ads Management services to ensure you’re optimising your entire digital advertising strategy.
