How to Find Negative Keywords in Google Ads

Negative keywords are a powerful tool in Google Ads that help you exclude irrelevant search terms, ensuring your ads only appear for high-intent queries. By refining your targeting, you can reduce wasted ad spend and improve campaign performance. Here’s a step-by-step guide to finding and implementing negative keywords effectively.

Why Negative Keywords Matter

Negative keywords prevent your ads from showing for searches that don’t align with your goals. For example, if you sell premium laptops, adding "cheap" as a negative keyword ensures your ads won’t appear for budget-conscious shoppers. This improves click-through rates (CTR) and lowers cost-per-click (CPC).

Step 1: Review Your Search Terms Report

Navigate to your Google Ads account and go to Keywords > Search Terms. This report shows actual queries triggering your ads. Look for irrelevant terms and add them as negative keywords.

Step 2: Use Google Ads’ Keyword Planner

The Keyword Planner tool helps identify potential negative keywords. Enter your target keywords and review the suggestions. Exclude terms that don’t match your intent.

Step 3: Leverage Competitor Analysis

Analyze competitor ads to spot irrelevant terms they might be targeting. Tools like SEMrush or SpyFu can reveal gaps in your negative keyword strategy.

Step 4: Add Negative Keywords at the Right Level

You can add negative keywords at the campaign or ad group level. Broad exclusions (e.g., "free") should be campaign-level, while specific terms belong in ad groups.

Step 5: Regularly Update Your List

Search trends change, so revisit your negative keyword list monthly. Continuously refine it based on new search term data.

Conclusion

Finding negative keywords is an ongoing process, but it’s essential for maximizing ROI. By following these steps, you’ll optimize your Google Ads campaigns and ensure your budget is spent on the right audience.