How to Make a Negative Keyword List for Better PPC Results

Negative keywords are a powerful tool in pay-per-click (PPC) advertising. They help you filter out irrelevant searches, reduce wasted ad spend, and improve your campaign's return on investment (ROI). In this guide, we’ll walk you through the steps to create an effective negative keyword list for Google Ads, Microsoft Advertising, and other PPC platforms.

What Are Negative Keywords?

Negative keywords are terms you exclude from your PPC campaigns to prevent your ads from showing for irrelevant queries. For example, if you sell luxury watches, you might add "cheap" as a negative keyword to avoid clicks from bargain hunters.

Why You Need a Negative Keyword List

A well-optimized negative keyword list helps you:

• Reduce wasted ad spend
• Improve click-through rates (CTR)
• Increase conversion rates
• Enhance ad relevance and Quality Score

How to Build a Negative Keyword List

Step 1: Identify Irrelevant Search Terms

Review your search term reports in Google Ads or Microsoft Advertising to find queries that triggered your ads but didn’t convert. Look for terms unrelated to your product or service.

Step 2: Organize Negative Keywords by Match Type

Negative keywords work with the same match types as regular keywords:

• Exact match: Blocks ads for the exact term (e.g., [free shoes])
• Phrase match: Blocks ads containing the phrase (e.g., "discount shoes")
• Broad match: Blocks ads for related variations (e.g., free + shoes)

Step 3: Add Negative Keywords to Your Campaign or Ad Group

Upload your list to your PPC platform. You can apply negative keywords at the campaign or ad group level for granular control.

Step 4: Regularly Update Your List

Review your search term reports monthly to add new irrelevant terms and refine your strategy.

Common Negative Keyword Mistakes to Avoid

• Over-blocking relevant traffic
• Ignoring competitor brand terms (if not applicable)
• Failing to update the list regularly

Final Thoughts

A well-crafted negative keyword list is essential for PPC success. By excluding irrelevant searches, you’ll save money, improve ad performance, and achieve better ROI. Start building your list today!