What Are Negative Keywords in SEM?

To put it simply, negative keywords inform Google Ads (or any PPC platform) of what we do not want to target.

Let’s say you have a high-end online store selling the best coffee. You’d like your ad to display when a person searches “buy coffee online.” But you don’t really want to pay for clicks from people who are searching “free coffee samples.” In this instance, you want to protect yourself, so “free” would be your negative keyword.

These keywords prevent ad impressions whenever possible words and phrases appear, at the same time meaning irrelevant traffic is filtered out before it eats into your budget.

The Concept of Negative Keywords

In simple terms, negative keywords tell Google Ads (or any paid search platform) what not to target.

Let’s say you run an online store that sells premium coffee. You want your ad to show when someone searches “buy coffee online.” But you don’t want to pay for clicks from people searching “free coffee samples.” In this case, “free” would be your negative keyword.

These keywords prevent your ads from being triggered by certain words or phrases, so they filter out irrelevant traffic before it drains your budget.

Understanding how SEM helps with local business growth can give more context to how negative keywords shape your strategy.

Why Negative Keywords Matter in SEM

In the world of SEM, clicks cost money. But not all clicks lead to conversions. This is why negative keywords are important:

1. Prevent Wasted Spend

Every irrelevant click wastes your ad budget. Negative keywords reduce this waste by blocking non-targeted searches.

2. Improve Click-Through Rates (CTR)

When your ad appears in the right context, the chances of it being clicked increase. Negative keywords ensure your ads are seen by people who are actually interested in your offer.

3. Boost Quality Score

Google assigns a Quality Score to your ads based on how relevant they are. By removing irrelevant traffic with negative keywords, your relevance increases, often improving your Quality Score.

4. Enhance Conversion Rates

Less noise means more precision. When your ads reach a qualified audience, you get more leads and conversions.

Types of Negative Keywords

Just like regular keywords, negative keywords can be used in various match types.

Broad Match Negative Keywords

These set to block ads when all terms are present at any order in the search.
Example: If “cheap shoes” is a negative broad keyword, ads won’t be triggered by “buy cheap shoes” or “shoes that are cheap.”

Phrase Match Negative Keywords

Place one of these in the search bar to block advertisements that contain the exact phrase in the search, even with words before or after.
For example, if “cheap shoes” is a phrase match negative, then your ad can still appear if someone searches for your keyword on its own such as “affordable shoes” which wouldn’t be the case if it were an exact match, but not when searching for the best cheap shoes online.

Exact Match Negative Keywords

This restricts your ad only when the exact term is searched.
Example: If “cheap shoes” is an exact match negative, your ad will still appear for “cheap running shoes.”

Real-World Examples of Using Negative Keywords

Let’s look at how real businesses apply negative keywords effectively.

Example 1: A Luxury Fashion Brand

A luxury brand doesn’t want to target bargain shoppers. So, they add negative keywords like “discount,” “cheap,” “free,” and “sale.” This keeps their ads away from audiences that are price-sensitive.

Example 2: A Local Plumbing Service

A plumbing business serving only one city might use negative keywords like the names of other cities or “DIY.” That way, their ad doesn’t show for someone searching “how to fix a leak yourself” or “plumbers in New York” if they’re based in Dallas.

How to Find Negative Keywords

There’s no one-size-fits-all list. Every campaign is different. But here are methods you can use to find them:

Review Your Search Terms Report

The search company Google Ads, for example, offers a Search Terms Report that tells you exactly what people typed before they clicked on your ad. Go through it regularly. There will be keywords that bring unqualified traffic.

Use Google Suggest

Enter your targeted keywords in Google and see the suggestions shown in autocomplete . They typically indicate search intent. If you see words like “free,” “PDF” or “jobs” appearing in suggestions — and they don’t match your objectives — start adding them to your negative list.

Competitor Research

Check which types of keywords your competitors don’t target. If they avoid certain types of traffic, it may be a sign those keywords don’t convert well.

Tips for Managing Negative Keywords

Keep a Master List

Maintain a shared, organized spreadsheet of your negative keywords across all campaigns and ad groups. This helps avoid overlap and ensures consistency.

Use Campaign and Ad Group-Level Controls

You can add negative keywords at both the campaign and ad group level. Use campaign-level negatives for broad exclusions and ad group-level for precision targeting.

Revisit Often

Don’t set and forget. SEM is dynamic. What’s irrelevant today might become relevant later—and vice versa. Review your search reports every few weeks and adjust accordingly.

Common Mistakes to Avoid

While negative keywords are powerful, incorrect usage can hurt your campaign:

Overblocking Keywords

Sometimes, advertisers block too many keywords too broadly. That can choke your campaign’s reach. Always test before finalizing exclusions.

Using the Wrong Match Type

If you add “cheap” as an exact match negative, it won’t block “cheap shoes.” Understand the match types clearly to avoid missing out or blocking too much.

Ignoring User Intent

Don’t just block keywords based on words alone. Consider intent. For example, “coffee mug gift” may sound irrelevant if you sell coffee beans, but maybe that user wants to buy beans too. Use logic, not just automation.

Conclusion

Negative keywords are more than just a technical aspect of your SEM campaigns—they are a strategic factor in deciding who to show your ads to. By knowing what to avoid, you can refine your advertising, cut out wasted effort and get stronger results.

In the ever heated digital world of today accuracy counts. Local store or eCommerce store, whether your business runs locally or internationally, having a well-maintained list of negative keywords will make sure you’re getting the most out of your campaigns and paying for the clicks that are consistent with your goals.