Block keywords that don't convert so your budget goes to winners. Professional and Enterprise users can add negative keywords directly from AdPredictor.
What Are Negative Keywords?
Words or phrases that trigger your ads but you DON'T want to show for.
Example:
- You sell premium running shoes (€150+)
- You bid on "running shoes"
- Someone searches "free running shoes" → your ad shows → they don't buy
- You add "free" as a negative keyword → your ad no longer shows for those searches
Result: Lower cost, better ROAS.
How to Find Negative Keywords
Search Term Report
- Go to Campaigns → [Campaign] → Search Terms
- See what people actually searched for to find you
- Look for terms that DON'T fit your product:
- Low conversion rate
- Wrong intent (you sell, they research)
Common Negative Keywords by Industry
Premium Product: cheap, discount, free, budget, bargain
Local Business: online, remote, delivery
B2B Service: DIY, tutorial, how-to
Automatic AI Suggestions
Our AI analyzes your search terms and suggests negative keywords automatically:
"Search term 'free shoes' has 0 conversions out of 50 clicks. Suggestion: Add 'free' as negative keyword? Estimated saving: €50/month"
Adding Negative Keywords (Professional & Enterprise)
Add One at a Time
- Go to Negative Keywords
- Click "Add Negative Keyword"
- Type the word (e.g., "free")
- Choose match type (see below)
- Click "Add"
- Change syncs to Google Ads
Bulk Import
- Go to Negative Keywords → Bulk Import
- Paste list (one per line)
- Review and click "Import"
Negative Keyword Match Types
| Type | Use When | Example |
|---|---|---|
| Broad | The word is never relevant | cheap, free, DIY |
| Phrase | A specific phrase is wrong | "how to make" |
| Exact | Only one exact phrase is wrong | [free running shoes] |
Broad Match: Blocks the word anywhere in the search
Phrase Match: Blocks the exact phrase
Exact Match: Blocks only that exact phrase
Best Practices
Start Broad, Get Specific
- Add 5-10 broad negatives first (cheap, free, DIY, etc.)
- Run 1 week
- See results
- Get more specific if needed
Review Monthly
- Check search term report
- Add new negative keywords
- Refine existing ones
- Remove ones that were too restrictive
Don't overdo it. 20-50 high-impact negative keywords is ideal. 500+ might block good searches.
Performance Impact
| Metric | Change | Why |
|---|---|---|
| Cost | ↓ Down 5-15% | Fewer wasted clicks |
| Clicks | ↓ Down slightly | Some volume blocked |
| Conversions | ↔ Stable or ↑ | Better-qualified clicks |
| ROAS | ↑ Up 10-25% | Same conversions, lower cost |
For Starter Users
Starter users can see search terms and negative keyword suggestions in their insights, but need to add them manually in Google Ads. Upgrade to Professional to manage negative keywords directly from AdPredictor.
FAQ
Q: Will negative keywords hurt my volume?
A: Slightly, but in a good way — less junk traffic, more qualified leads.
Q: How long until I see ROAS improvement?
A: 3-7 days (need enough volume for statistical significance).
Q: Should I add brand names as negatives?
A: Only if they're competitors. Never add your own brand as a negative.