Negative keyword

In one sentence

A negative keyword is a word or phrase that stops your ad from showing on searches that contain it.

Three match types

A negative keyword is set like a regular keyword, but its rules differ.

• Broad (default): Your ad is blocked if the search contains all the excluded words, in any order.
• Phrase: Blocked if the words appear together, in that order. Extra words are allowed.
• Exact: Blocked only if the search is exactly those words, with nothing added.

A negative keyword does not cover synonyms or singular and plural forms: add each variant yourself.

Why it matters in Google Ads

Every click is billed, even one from a student, a job seeker or a browser. Without exclusions, you pay for searches that will never buy.

Negative keywords cut those clicks before they cost you. Should I Bid recommends a list of exclusions with every analysis. Watch out for words that are too broad, because they can also block your own keywords.

A concrete example

An accounting firm adds “jobs”, “internship” and “salary” as negative keywords. A search like “accountant internship” no longer triggers its ad, so it stops paying for clicks from job seekers.

Free tool: Negative keyword lists

Start from a ready-made exclusion list

The tool offers one common list and eight industry lists, ready to copy or export for Google Ads.

Open the negative keyword lists

See also

• Search term
• Match types
• Search intent
• CPC (cost per click)