The Power of Negative Keywords in Google Ads: How to Improve Your ROI
Running a successful Google Ads campaign is not just about targeting the right keywords—it’s also about excluding the wrong ones. That’s where negative keywords come in. Using negative keywords strategically can save you money, improve your ad performance, and ensure your ads reach the right audience. In this article, we’ll explore what negative keywords are, why they matter, and how to use them effectively in your Google Ads campaigns.
Note: This list is strictly not in order.
What Are Negative Keywords?
Negative keywords are words or phrases that prevent your ads from showing up in irrelevant searches. When you add a negative keyword to your campaign, Google Ads ensures that your ad won’t be displayed for searches containing that word or phrase.
For example, if you’re running an online store that sells premium leather handbags, you wouldn’t want your ads to appear when someone searches for “cheap handbags” or “free handbags.” By adding “cheap” and “free” as negative keywords, you can filter out unqualified leads and focus your budget on high-intent shoppers.
Why Negative Keywords Are Essential for Google Ads
Negative keywords help you save money on irrelevant clicks by ensuring your ads don’t appear for searches that won’t lead to conversions. If you run a law firm specializing in personal injury cases, you don’t want to waste your budget on clicks from people searching for “pro bono legal advice” or “divorce lawyer.” By filtering out unwanted searches, you also improve your click-through rate (CTR), as your ad will be shown to a more relevant audience. This, in turn, enhances your Quality Score, which Google uses to determine ad placement and cost-per-click (CPC).
A higher Quality Score leads to better ad rankings and lower costs. Additionally, negative keywords help boost conversion rates by ensuring your traffic consists of users who are genuinely interested in your offering rather than casual browsers or irrelevant queries. Ultimately, leveraging negative keywords makes your Google Ads campaigns more efficient and cost-effective.
Examples of Negative Keywords (and Why You Should Avoid Them)
1. Industry-Specific Exclusions
- “Free” – If you’re selling products or services, you don’t want people looking for free alternatives.
- “Cheap” – If your brand focuses on quality rather than affordability, you should exclude bargain shoppers.
- “DIY” or “How to” – If you offer a service, you don’t want users looking for instructions on doing it themselves.
2. Irrelevant Locations
- If your business operates in New York, you might want to exclude searches like “law firm in Los Angeles.”
3. Job Seekers and Career Queries
- “Jobs” or “Careers” – If you’re advertising a product or service, you don’t want your ad showing to people looking for employment.
- “Internship” – To avoid job seekers clicking on your ad instead of potential customers.
4. Research-Based Queries
- “Best” or “Reviews” – If your ad directs users to a product page, someone searching for “best running shoes” might be looking for comparison articles instead.
- “Case study” or “White paper” – If you sell a solution rather than providing informational content, exclude these terms.
Conclusion
Negative keywords are a game-changer for optimizing Google Ads campaigns. By filtering out unqualified traffic, you can cut wasted ad spend, boost your click-through rate, and improve your return on investment. Regularly updating your negative keyword list will ensure your ads stay relevant and competitive.
Start using negative keywords today, and watch your ad performance improve!
