Negative Keyword

A negative keyword tells Google Ads or other search platforms not to show your ad for searches containing that term.

Negative keywords are the main safety net for broad match and phrase match campaigns — without them, broad match traffic drifts toward irrelevant searches over time as the algorithm explores. "Free," "jobs," "DIY," and your competitors' brand names are common starting-point negatives for most commercial keyword lists.

Negative keyword lists need periodic review, not just a one-time setup. Search term reports regularly surface new irrelevant queries worth excluding, and a negative list built for last year's product line can accidentally block relevant new-product traffic if it's never revisited.