Google Ads can be brilliant for reaching people who want what you’re selling. But here’s the thing, every click costs you money and not all clicks help your business. Some come from people who aren’t really interested in what you offer. That’s where negative keywords come to the rescue. Negative keywords make sure your ads only pop up for the right people. They filter out searches you don’t want, so you stop wasting budget on clicks that won’t turn into customers.
What Are Negative Keywords in Google Ads?
Think of negative keywords as a filter. They tell Google which searches you don’t want your ads to appear for.
Let’s say you run a company that sells high-end business security software. You wouldn’t want your ads showing when someone searches for “free virus protection” or “IT jobs near me”. Those people aren’t looking for what you’re selling.
So you’d add words like “free” “virus” and “jobs” as negative keywords. This stops your ads appearing to people who’ll never buy from you. Instead, your budget goes towards attracting business owners and decision-makers who might actually become customers.
How to Find Negative Keywords
Finding the right negative keywords takes a bit of research. Here are some easy ways to start:
- Check Your Search Terms Report: In your Google Ads account, this report shows exactly what people typed before clicking your ad. It’s like having a peek into your customers’ minds. If you spot searches that don’t match your business, add those words to your negative list straight away.
- Think like your customer: Put yourself in their shoes. What might someone search for that sounds like what you do, but isn’t quite right? Think about what you don’t sell or who isn’t your ideal customer. If you’re a wedding photographer, you might want to block searches like “DIY photo booth” or “photography courses”.
- Use free keyword tools: Tools like Google Keyword Planner or AlsoAsked show popular searches related to your business. While browsing, look out for terms that clearly show the wrong intent. These can help you build your negative keyword list.
Common Mistakes People Make
Negative keywords are simple, but lots of advertisers trip up on the same things:
- Forgetting to Update: Many people set up their campaign and never look back. But people’s search habits change all the time. Make it a habit to check your Search Terms Report twice a week, especially if you’re running several campaigns.
- Going too broad: Sometimes advertisers block a word like “free” thinking it’ll stop bad clicks. But this can backfire. If someone searches for “free consultation” and you actually offer that, your ad won’t show and you’ve just missed a great lead. Be specific about what you block so you don’t accidentally shut out good customers.
- Only using broad match: Negative keywords work in different ways. If you only use broad match, you might block more searches than you meant to. Learning how each type works helps you control what gets filtered out without blocking useful clicks by mistake.
Building Your List Over Time
You don’t need a perfect negative keyword list from day one. The smart approach is to start small and build it up as you go. As your campaigns run, you’ll learn which searches bring real customers and which ones waste your money. Keep adding negative keywords every week or two based on what you discover.
This helps you
- Stop paying for clicks that won’t turn into sales
- Make your ads more relevant to the people seeing them
- Potentially improve your Quality Score, which might lower your costs
Final Thoughts
Adding negative keywords might not sound thrilling, but it’s one of the best ways to improve your Google Ads results. Start small, check your Search Terms Report regularly, and add a few negative keywords that don’t fit your business. Then keep going. Each time you update your list, your ads get sharper and your results improve. Remember, success with Google Ads isn’t about getting loads of clicks, it’s about getting the right clicks that actually help your business grow.
