Negative Keywords in Google Ads: Shape Traffic & Cut Costs

When running a Google Ads campaign, many marketers focus on adding keywords to reach their target audience. But there’s a lesser-known tool that’s just as powerful, especially if you want to cut costs: negative keywords. These are often overlooked but can make a big difference in reducing wasted spend, increasing ad relevance, and improving your return on investment (ROI).

Let’s explore why negative keywords are essential and how you can use them to transform your Google Ads strategy.

What are Negative Keywords in Google Ads?

Simply put, negative keywords are terms that prevent your ads from showing for specific searches. When you add a negative keyword, you’re telling Google, “Don’t show my ad if someone searches for this term.”

This allows you to avoid paying for clicks that don’t align with your goals. For example, if you sell high-end furniture, you might use “cheap” or “value” as negative keywords to avoid attracting users looking for budget options.

By filtering out irrelevant traffic, negative keywords help you focus on your target audience more effectively and maximize your ad spend.

Why Negative Keywords are Essential for Cost Control?

Reducing Wasted Ad Spend

One of the biggest advantages of using negative keywords is that they reduce wasted ad spend. Without them, your ads might appear for searches that have little to do with your business, leading to clicks that are unlikely to convert.

For instance, a “luxury hotel” campaign could add negative keywords like “budget” or “cheap” to avoid clicks from users looking for low-cost accommodations. By refining your audience, you’re not just saving money; you’re also improving the quality of traffic to your site.

Improving Ad Relevance and Quality Score

Negative keywords can also improve ad relevance, which in turn boosts your Quality Score. Google rewards ads that closely match user intent, and negative keywords help you maintain this alignment.

A higher Quality Score can lead to lower cost-per-click (CPC) and better ad positions. Imagine you’re running a campaign for a premium landscaping service. If you add “DIY” as a negative keyword, your ads won’t show up for users looking to do landscaping work themselves.

This ensures that your ads only reach users interested in hiring a professional, increasing clickthrough rate and boosting Quality Score.

Boosting Conversion Rates by Filtering Traffic

Using negative keywords helps you focus on high-intent users, which can lead to higher conversion rates. If your business offers a premium service, filtering out informational or self-serve terms can prevent clicks from users unlikely to convert.

For instance, if you’re running ads for Tax consulting services, adding “tutorial” as a negative keyword can ensure your ads are shown to users serious about investing in tax strategies, rather than those looking for freebies or ways to do it themselves.

How to find the right Negative Keywords for Your Campaign?

Using Google’s Search Terms Report

One of the best ways to identify negative keywords is by using the Search Terms Report in Google Ads. This report shows you the actual queries that triggered your ads, revealing any irrelevant terms.

Start by reviewing the report for patterns in user searches. If you’re running an ad for “luxury spa treatments,” and you notice “cheap spa” in the search terms, you’ll know to add “cheap” as a negative keyword.

Regularly monitoring this report helps you fine-tune your keyword list and optimize your budget.

Analyzing Competitor Keywords

Competitor analysis can also help you discover negative keywords. Keyword research tools like SEMrush and Ahrefs allow you to research competitor keywords. This can help you identify terms competitors are bidding on that might not be relevant to your campaign goals.

For example, if a competitor is targeting “DIY pest control” and you’re a professional pest control service, adding “DIY” as a negative keyword could help you avoid unqualified clicks and focus on users ready to hire a service provider.

Leveraging Customer Feedback and FAQs

Customer feedback and FAQs can also provide insight into potential negative keywords. Pay attention to questions, complaints, or common inquiries that might reveal mismatches between your offerings and certain search terms.

For instance, if customers frequently ask about “discounted options” and you’re a premium provider, it may be wise to add “discount” and “budget” as negative keywords to maintain the quality of traffic to your ads.

Implementing Negative Keywords in Google Ads Campaigns

Adding Negative Keywords at the Campaign Level

Adding negative keywords at the campaign level applies them across all ad groups within a campaign, making it easier to filter irrelevant traffic. This is particularly useful for commonly excluded terms like “free” or “cheap,” ensuring they don’t appear in any ad group within the campaign.

For example, if you’re running a campaign for subscription software, adding “free” at the campaign level will keep this term from appearing in any searches, saving you from unqualified clicks across the board.

Adding Negative Keywords at the Ad Group Level

Sometimes, you may want to use negative keywords at the ad group level for more precise control. This lets you filter traffic for individual ad groups without impacting the entire campaign.

If a landscaping company has separate ad groups for “landscaping tips” and “landscaping services,” they might use “DIY” as a negative keyword for the services group but allow it in the tips group.

This approach improves targeting while giving flexibility across different ad types.

Regularly Updating Your Negative Keyword List

Your negative keyword list shouldn’t be a one-time setup. Regularly updating it based on new search queries ensures your ads stay relevant and cost-effective. Periodically reviewing your Search Terms Report can reveal new, irrelevant terms that could benefit from being added as negative keywords.

Common Mistakes to avoid with Negative Keywords

Overusing Negative Keywords

While negative keywords are effective, using too many can restrict your ad reach. Overusing them may limit the traffic coming to your ads, reducing visibility and potential clicks.

Use negative keywords sparingly, focusing only on the terms that are irrelevant or detrimental to your campaign. This approach balances cost-saving with maintaining reach.

Not checking for conflicting Negative Keywords

Conflicting negative keywords can prevent your ads from showing for relevant searches. For example, if you sell “budget-friendly furniture” and mistakenly add “cheap” as a negative keyword, it could prevent your ads from reaching budget-conscious customers.

To avoid conflicts, carefully review your negative keyword list to ensure it doesn’t unintentionally block valuable traffic.

Neglecting to review and update Negative Keywords

Setting negative keywords and forgetting about them is a common pitfall. However, search trends change, and so should your keyword list. Regularly updating your negative keywords aligns them with evolving user behavior and campaign goals.

Best Practices for maximizing the impact of Negative Keywords

Segmenting Negative Keywords by Intent

Segment your negative keywords based on intent, such as budget-based terms (“cheap”) or DIY-related terms (“do it yourself”). This strategy ensures your ad spend focuses on high-quality clicks that match the intent of your campaigns.

Testing and Adjusting Negative Keyword Strategies

Experiment with different negative keyword strategies to see which terms yield the best results. Regularly track performance when adding or removing specific terms, as small adjustments can make a significant impact on your ROI.

Using Broad and Phrase Match Types for Negative Keywords

When setting negative keywords, use broad match for general terms (like “free”) and exact match for specific phrases (like “cheap custom T-shirts”). This approach allows you to fine-tune targeting, filtering traffic without restricting your reach too much.

Measuring the Success of Negative Keywords in Your Campaigns

Tracking Cost Savings and ROI Improvements

To measure the effectiveness of negative keywords, track your cost savings and ROI changes after implementing them. Metrics like CPC and conversion rate can help you assess the financial impact.

Monitoring Quality Score and Impression Share Changes

Monitor Quality Score and Impression Share to evaluate whether negative keywords are improving ad relevance. If you notice an increase in Quality Score, it’s a good indication that your negative keywords are benefiting your campaign.

Conclusion

Negative keywords are a powerful but often underutilized tool in Google Ads. By refining your audience and filtering out irrelevant traffic, negative keywords can help you cut costs, improve ad relevance, and increase ROI.

Regularly reviewing and updating your negative keywords is essential for maximizing their impact. So, start incorporating negative keywords into your campaigns and watch your Google Ads performance improve—without breaking the bank.