A negative keyword tells Google not to show your ad when a search includes that word or phrase. If you run a plumbing company, you might add “jobs,” “salary” and “course” as negatives so you stop paying for people looking for work or training. Negatives are one of the main ways a small account stops wasting money.
Why they matter
Google can show your ad on searches that are related to your keyword but not what you want. Each click is paid. A search for “plumber salary” is a click that costs money and never calls you. A negative keyword closes that door.
The three match types
Negative keywords work differently from regular keywords. Here is how Google describes them in its negative keyword help page, using its own example of “running shoes.”
- Broad match negative (the default): blocks the ad if the search contains all of the negative terms, in any order. “running shoes” blocks “shoes running” and “blue running shoes,” but not “running shoe.”
- Phrase match negative: blocks the ad if the search contains the terms in the same order, with extra words allowed. It blocks “blue running shoes” but not “shoes running.”
- Exact match negative: blocks only that exact search with no extra words. It does not block “blue running shoes.”
Phrase match is a good default for most phrases because it is precise. Use broad for single words you never want. Use exact only when you need to block one specific search and nothing else.
One thing that catches people
Negatives do not match close variants. Google states that a negative broad match “flowers” blocks “red flowers” but not “red flower.” If you want to block singular, plural or a synonym, you need to add each one yourself.
How to build your list
- Start with the obvious. For most local service businesses: jobs, careers, hiring, salary, training, course, school, free, DIY, how to, and the names of products you do not sell. Remove any that do fit your business.
- Think about what you do not do. If you do residential work only, add commercial terms, and the reverse.
- Read the search terms report. This shows the actual searches that triggered your ads. Review it weekly at first.
- Add what does not fit. Block the irrelevant terms. Keep the ones that bring calls.
- Use a shared list. Google lets you save negatives in a list and apply it across campaigns.
Where to place them
Negatives can be set at the campaign level, the ad group level, or in a shared list. Use ad group negatives when two of your services overlap and you want each ad group to catch only its own searches. For example, a “repair” ad group and a “replacement” ad group can each block the other’s core word, so the right ad shows for the right search.
Mistakes to avoid
- Blocking a word that actually buys. Check the report before you add a term. “cheap” may be a buyer for you or a bad fit.
- Adding negatives that block your own keywords. A negative that matches your target keyword will stop that keyword from showing.
- Setting it once and forgetting it. New searches appear all the time. Review monthly.
- Using exact match for everything. It blocks very little, so the waste keeps flowing.
How this fits with the rest of the account
Negatives reduce wasted clicks. They do not fix a weak ad, a poor page or missing tracking. Read landing page vs homepage and what to track in Google Ads so the clicks you keep turn into something measurable.
Questions people ask
How many negative keywords should I have?
There is no right number. A new account often starts with a few dozen obvious terms and grows as the search terms report shows what is leaking. Quality matters more than count. Every term should be one you have a reason to block.
Will negative keywords hurt my reach?
Only if you block something that would have bought. That is why you check the search terms report before adding a negative, and why phrase and exact match let you be precise.
What is the difference between a negative keyword and a regular keyword?
A regular keyword tells Google to show your ad on matching searches. A negative keyword tells Google not to. Negatives follow the match type rules above and do not extend to close variants.
How often should I review the search terms report?
Weekly in the first month of a campaign, then at least monthly. New searches keep appearing, and a quick review keeps the list current.
A starter list to adapt
These are common examples for local service businesses. Remove any that fit your business and add ones that do not.
- jobs, careers, hiring, employment, salary
- training, course, school, certification, classes
- free, DIY, how to, tutorial, template
- used, parts, wholesale, supplies (if you do not sell these)
- the names of services you do not offer
A hypothetical example
Say a paving contractor bids on “driveway paving.” The search terms report shows clicks from “driveway paving jobs,” “how to pave a driveway yourself” and “driveway paving school.” None of those people want to hire you. The owner adds “jobs,” “school” and “how to” as negatives and “DIY” as a broad negative. The report also shows “driveway paving cost,” which looks like a real prospect, so that one stays. This is an illustration of the process, not a client result.
The habit is what matters: read the report, sort the searches into buyers and non-buyers, block the second group and keep an eye on the first.
Want someone to review your search terms? Webfactory Media manages pay-per-click advertising for local businesses in Carlisle and across Central PA. Ask for a free marketing review or call (888) 849-2397.
Keep reading
- PPC for Local Businesses: How Pay-Per-Click Advertising Works
- What to Track in Google Ads: Calls, Forms and Real Jobs
- How Much Should a Local Business Spend on Google Ads?
- Landing Page vs Homepage for Google Ads Traffic
More on Google Ads: Why your Google Ads are not converting. Google Ads campaign structure for a local business.
