Negative Keywords
Negative keywords are terms you exclude so your search ads don't show for irrelevant queries. They stop wasted spend on searches that will never convert for you.
Formula
Negative keyword = a term that blocks your ad from matchingExample
A premium software seller adds 'free' as a negative keyword so their ads don't show for 'free project software'.
Why it matters
Negative keywords are one of the fastest ways to cut wasted spend and lift ROAS on search campaigns — they sharpen relevance, which can also improve Quality Score.
Put these metrics to work
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FAQ
How do I find negative keywords?
Review your search-terms report for irrelevant queries that triggered your ads, and add them as negatives. Do this regularly as new terms appear.
Can negative keywords have match types?
Yes — negative broad, phrase and exact match control how aggressively a term is excluded, just like positive keywords.