Negative keyword
A word or phrase in search ads that, when it appears in a search, prevents the ad from being shown.
- 01
Why it matters
Campaigns using broad match can show ads on irrelevant searches too: searches with different intent such as “free”, “job opening” or “how to” eat up the budget. Reviewing the search terms report regularly and adding to the negative list makes sure the budget goes to people who could really become customers.
- 02
Example
A web design agency's ads also appear for searches like “web design job openings” and “free website”. Once “openings”, “job” and “free” are added as negative keywords, the cost per enquiry drops markedly.
- 03
Common mistake
Adding overly broad negative keywords. Blocking a word like “price”, for example, can exclude the searches closest to purchase.
- 04
Related terms
Related services and guides
Let's talk about your project.
Tell us what you need; we will define the scope together.