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Related guides
Negative Keywords in Google Ads: How to Build, Manage, and Optimize Your Lists
The definitive guide to negative keywords in Google Ads — match types, list strategies, common mistakes, and how to mine search terms for negatives.
Search Terms Analysis in Google Ads: Turn Raw Data into Optimizations
Master Google Ads search terms reports: identify converting vs. wasted queries, tag by intent, build negative keyword lists, and optimize match types.
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Negative keywords prevent your ads from showing when specific terms are part of a search query. For example, adding 'free' as a negative keyword ensures your ad does not appear for searches like 'free accounting software' if you sell paid software. They are essential for reducing wasted spend on irrelevant clicks.
There is no fixed number, but most well-optimized accounts have 100-500 negative keywords organized into shared lists by theme (job seekers, competitors, DIY/free, irrelevant industries). The right number depends on your industry and match type strategy. Accounts using broad match typically need 2-3x more negatives than those using exact match.
Negative broad match blocks queries containing ALL of your negative terms in any order. Negative phrase match blocks queries containing your terms in the exact order specified. Negative exact match only blocks the exact query. Note: negative broad match does NOT include close variants or synonyms, unlike regular broad match.
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