TL;DR
Negative keywords prevent your ads from showing for irrelevant searches. Without them, 20-40% of your budget goes to clicks that will never convert. In this guide: complete starter lists, strategy by industry, and organization system.
200+
negatives in lists
7
industry lists
30%+
reduction in wasted spend
3
match types for negatives
What Are Negative Keywords and Why They Matter
Negative keywords are words and phrases you DO NOT want your ads to show for. While regular keywords attract traffic, negatives filter it — protecting your budget from clicks that will never convert.
In practice, this is one of the most important optimization activities. On every account I audit, the Search Terms Report reveals at minimum 15-20% of budget spent on completely irrelevant searches.
From my experience: Proper negative keyword strategy is the fastest way to improve ROI — results are visible immediately, within the first week.
Regular keywords
Trigger your ad
Define which searches show your ad. Attract traffic to your site.
Negative keywords
Block your ad
Prevent showing for irrelevant searches. Protect budget from wasted spend.
Real-world case study
Client: Premium furniture eCommerce (UK)
Before negative keywords
- Budget: £2,000/month
- Conversions: 15
- CPA: £133
After adding negatives
- Budget: £2,000/month
- Conversions: 23
- CPA: £87 -35%
Blocked searches: "cheap chairs" (£180 spend, 0 conv), "used furniture" (£120, 0 conv), "DIY furniture" (£90, 0 conv), "IKEA furniture" (£150, 0 conv)
Match Types for Negative Keywords
Negative match types work differently from positive ones. Understanding the differences is critical to avoid blocking good searches by mistake.
| Match Type | Syntax | Blocks | Does NOT block |
|---|---|---|---|
| Negative Broad | free | Any search with that word, any order | Variations and synonyms ("trial", "gratis") |
| Negative Phrase | "free download" | Searches with exact phrase in that order | Different order ("download free") |
| Negative Exact | [free download] | Only that exact search | Anything additional ("free download CRM") |
Important: Negative Broad does NOT include synonyms
Unlike positive Broad match, negative Broad does NOT block synonyms and variations. If you block "free", the search "gratis CRM" still gets through. Add all common variations.
Match type recommendation
Use Negative Broad for most cases — covers widest range. Negative Phrase for specific phrases where order matters. Negative Exact rarely — only for very specific cases.
Universal Negative List — Starter for Every Business
I recommend this list for every account as a starting point. Customize it for your business — some of these keywords may be relevant to you (e.g., "free" if you offer free trial).
Category
Free / No Cost
free, freeware, gratis, complimentary, no cost, opensource, open source, trial (if not offering), demo (if not offering)
Category
Jobs / Employment
jobs, career, hiring, employment, salary, wage, CV, resume, vacancy, intern, internship, apprentice, work from home
Category
Informational / Educational
what is, how to, why, definition, meaning, wikipedia, wiki, tutorial, course, training, education, webinar, learn
Category
DIY
DIY, do it yourself, make your own, homemade, handmade, tutorial, how to make, build your own
Category
Cheap / Budget
cheap, cheapest, budget, affordable, discount, sale, clearance, second hand, used, refurbished, reconditioned
Category
Negative Associations
problem, broken, not working, complaint, scam, fraud, fake, dangerous, risk, bug, error, virus
Negative Keywords by Industry
Beyond the universal list, every industry has specific terms to block. Here are lists for the most common industries I work with.
eCommerce — Fashion & Apparel
cheap, used, second hand, thrift, outlet, replica, fake, how to sew, sewing, pattern, DIY, trends, fashion week, designer jobs, vintage, cosplay, costume, halloween
eCommerce — Electronics
used, refurbished, broken, repair, service, parts, how to fix, teardown, review, unboxing, drivers, firmware, manual, specifications, comparison
B2B / SaaS
free, open source, crack, pirate, nulled, developer jobs, programmer salary, IT career, course, tutorial, for beginners, student, personal use, home use
Local Services
[cities outside service area], online, remote, virtual, free, cheap, jobs, hiring, salary, DIY, do it yourself, complaint, lawsuit, lawyer, inspection
Travel / Hotels
free, budget, hostel (for hotels), camping, hotel jobs, receptionist, waiter jobs, tour guide jobs, pictures, photos, vlog, blog, reviews, forum
Real Estate
rental (if selling), sale (if renting), commercial (for residential), estate agent jobs, broker, license, property prices, forecast, statistics, foreclosure, auction
Fitness / Health
free, youtube, app, doctor, physician, hospital, diagnosis, medicine, therapy, steroids, extreme weight loss, crash diet, trainer jobs, fitness instructor
How to Find Negative Keywords
5 methods for finding negatives
Organizing Negative Keywords
Proper organization is as important as the keywords themselves. I recommend a three-tier system that maintains consistency across the entire account.
| Level | Where to add | When to use |
|---|---|---|
| Negative Keyword Lists | Account level (shared list) | For universal negatives that apply to all campaigns |
| Campaign Level | Specific campaign | For negatives specific to that campaign |
| Ad Group Level | Specific Ad Group | For keyword sculpting and granular control |
How to create Negative Keyword List
- Tools & Settings → Shared library → Negative keyword lists
- Click + for new list
- Name the list (e.g., "Universal Negatives")
- Add keywords
- Apply to all relevant campaigns
Naming convention for lists
Use format: [Type] - [Description]. Examples: "Universal - Free & Job Terms", "Industry - eCommerce Fashion", "Campaign - Brand Protection"
Negative Keywords — Audit Checklist
Weekly
Search Terms Review
- Top searches by cost
- New negative keywords added
- Check negatives do not block good searches
Monthly
Deep Dive
- Top 100 search terms by cost
- Universal list updated
- Industry list updated
Quarterly
Complete Review
- 90-day Search Terms analysis
- Cross-campaign negative analysis
- List reorganization
Most Common Negative Keyword Mistakes
Mistake #1
Never checking Search Terms
Solution: Set weekly reminder for Search Terms review. This is the most important optimization activity for negative keywords.
Mistake #2
Too aggressive blocking without analysis
Solution: Check volume and conversions before adding. Some keywords may look irrelevant but actually convert.
Mistake #3
Wrong match type for negatives
Solution: Use Negative Broad for general terms. Exact negative misses variations — "free" in Exact does not block "free CRM download".
Mistake #4
No shared lists — everything manual per campaign
Solution: Create Negative Keyword Lists and apply to all campaigns. Consistency and efficiency.
Mistake #5
Ignoring synonyms and variations
Solution: Add all common variations. Block "free" AND "gratis", "jobs" AND "careers". Negative Broad does not catch synonyms automatically.
Frequently Asked Questions About Negative Keywords
How many negative keywords is enough?▼
Do negative keywords affect Quality Score?▼
Can I accidentally block good searches?▼
How often should I review and update negative lists?▼
Are there mandatory negative keywords for every account?▼
Negative Broad vs Negative Phrase — when which?▼
Conclusion
Negative keywords are one of the most powerful optimization levers in Google Ads. Proper strategy can reduce wasted spend by 30%+ and improve ROAS by 20-50%. Start with universal list, add industry list, and review Search Terms weekly. Results are visible immediately.
Are you throwing money at irrelevant clicks?
Free Search Terms analysis with identification of wasted spend and negative keyword recommendations.
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