Have you ever accessed Google to find the answer to a particular question and gotten a result that meant something totally different? 

If so, you’ve experienced what happens when negative keywords aren’t used.

As a digital marketer, it is sometimes important to utilize negative keywords to ensure the right people are seeing your ads at the correct time.

Not doing this means everyone who searches for a topic that remotely sounds like your keyword will see your ads — which often leads to a ton of wasted ad spend on traffic that has no interest in what you’re offering.

To help you correct this issue and perfect your SEO strategy, our Rock Content team has put together this guide on negative keywords and how to use them.

Negative Broad Match Keywords

When using this process to eliminate keywords, negative broad match is the one that is used by default. 

Essentially, this will hide your ad from search when someone looks for a query with all of your keyword terms. 

However, if they leave one or more off, then your ad will still show.

Negative Phrase Match Keywords

A negative phrase match ensures your paid ad won’t show up if someone looks for those exact words in the same order, even if there are other words added. 

Using our example, a negative phrase match keyword for Red Rocks Amphitheater would still be blocked if the search query was Red Rocks Amphitheater in Colorado.

Negative Exact Match Keywords

When you list a phrase as a negative exact match keyword, your ads won’t show up when someone searches for the exact words in the same order with no additional terms added. 

This is a great option to use when it comes to brand names that are close together or your offer is similar to that of a competitor.

How to Find Negative Keywords

While it sounds like the process of finding negative keywords might be difficult, the truth is that it is sometimes easier to do than ordinary keyword research. 

Here are a few ways to make it happen.

Google Search

In the most basic sense, Google itself is a great way to find negative keywords. 

Often, all you need to do is type in your desired keyword and see what comes up.

If you notice a lot of unrelated ads or links in the SERPs, then you’ll want to take note and add those items to your negative keywords list in AdWords.

Google Search Console

Another tip? Check Google Search Console to see where your current pages are ranking. 

Sometimes, you’ll see a few negative keywords pop up in the analytics and you can use this to fine-tune your paid ads.

Just be careful that you aren’t getting too close to a positive keyword that you’re ranking well for organically, as putting it on the blocked list could have a greater effect on your overall traffic.

It’s kind of surprising how often people overlook their own search query reports. If you dig into them regularly, you’ll notice patterns — certain weird searches that drag your ads along for the ride. That’s basically money leaking out of your budget. Tossing those losers on your negative keyword list can clean things up fast, and honestly, it only takes a few minutes a week if you keep up with it.

Something else that’s come up more in 2025: folks seeing unexpected search behavior thanks to new AI-driven updates to Google’s algorithms. Sometimes, Google will “think” two terms are close enough to be the same intent, even when they aren’t. This can really mess with your targeting if you don’t watch for it. If you suddenly find traffic from a totally off-base audience, that’s a red flag to double-check and expand your negative keyword strategy ASAP.

Google Keyword Planner

Of course, Google makes the process of finding negative keywords super simple through the Keyword Planner tool.

When searching for a term, you have the option of seeing broad search terms. Turn this function on to see what might pop up when someone is looking for a query.

Jot down the ones you don’t want your ads to show up for and add them to your AdWords account for the campaign to keep them blocked.

Soovle

Not all searches happen on Google, which is why using a keyword tool like Soovle can be extra helpful.

This free platform allows you to check broad match keywords in other search engines, like Amazon for eCommerce and YouTube for video marketing.

Tips for Evaluating Negative Keywords

Once you’ve found a few keywords, it becomes important to evaluate whether they truly meet the classification of being negative or not.

Here are a few examples of ones you might consider targeting as negative when using PPC advertising.

Products, Services, or Topics Unrelated

If your product, service, or topic is unrelated to your website, then use the negative keyword. 

For example, if you sold video game consoles and your ad kept appearing for those interested in sofa tables.

Terms That Include Big Competitors

For new businesses, competing against major brands (like Amazon or Walmart) can be tough. 

Instead, you should opt to filter out search terms that relate to their website. 

It might sound counterintuitive, but it is far better to block a click that probably wants to buy from the big guys anyway.

After all, they included the major retailer’s name in their search query.

Doing this can streamline your traffic and ensure you’re only getting those with the right intent.

Super Generic Terms

Although this can apply to anyone, it is extra important when you sell high-end or very niche items on your website.

Blocking incredibly generic terms from showing your ad can mean not having to pay for a ton of clicks for people who don’t really know what they want.

Need an example?

Consider air fryers as a generic term. While Ninja air fryers are a lot more specific.

Who do you think is ready to buy? The person who knows the brand they’re looking for or the one who is still gathering information?

This is just one of the many ways you can do this, but be sure to look at it on a case-by-case or product-by-product basis for best results.

How to Add Negative Keywords in AdWords

Adding negative keywords in Adwords is not difficult.

In fact, it is simple enough that there are several different guides out there for you to follow.

For the purposes of always giving you the most updated information — even when the search engine giant changes their platform up a bit — we’re going to share the official Google tutorial.

This is the best place to always find the most up-to-date information about negative keywords and the ideal method for adding them to AdWords.

Wrap Up: Using Negative Keywords to Improve PPC Success

When it comes to running pay-per-click ads, the cost of clicks can add up really quickly. 

By ensuring that you’re always reaching the right audience, you can help streamline traffic and reduce wasteful ad spend.

And that’s just one of the many ways you can use tactics like negative keywords to increase your ad performance. 

We’ve put together a great guide with more tips and tricks to ensure you’re successful with PPC.

 

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