Negative keywords stop your ads from showing for searches that do not lead to sales. They are one of the quickest ways to reduce wasted ad spend.
Finding negatives
- Download the search term report from Advertising.
- Find terms with clicks but no sales.
- Find terms that are irrelevant: wrong product, wrong size, competitor brands you do not want, “free”, “second hand”.
Match types
- Negative exact: blocks only that exact search.
- Negative phrase: blocks searches containing the phrase.
Examples
| Product | Possible negatives |
|---|---|
| Adult cotton t-shirt | kids, baby, polyester |
| Steel water bottle | plastic, glass |
| Premium leather wallet | cheap, under 200 |
Brainstorm variations with our keyword combiner.
Do not over-block
Give terms enough clicks before deciding. Some terms convert later.
Review regularly
Check search terms weekly at first, then fortnightly, and track ROAS with our ROAS calculator.
Want the full picture? This article is part of Marketplace selling: the complete guide, our in-depth guide with everything in one place.
