Build a negative keyword list for Google or Microsoft Ads from common irrelevant themes and your own search terms report.
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Why negative keywords matter
Negative keywords stop your ads showing for searches you don’t want, like “leather wallet jobs” or “free wallet pattern”. They cut wasted spend and lift your click-through and conversion rates.
Common negative themes
| Theme | Examples | Skip if |
|---|---|---|
| Jobs | jobs, careers, vacancies, salary | You’re hiring |
| Free and cheap | free, cheap, coupon | You offer free trials or budget products |
| DIY and how-to | diy, how to, tutorial | You sell guides or courses |
| Research | what is, definition, pdf | You want top-of-funnel traffic |
| Second-hand | used, refurbished, ebay | You sell used goods |
Match types for negatives
- Phrase (“free”): blocks searches containing that phrase in that order. The safest default.
- Exact ([free wallet]): blocks only that exact search.
- Broad (free): blocks searches containing all the words, in any order.
Negative keywords don’t include close variants, so add plurals and common misspellings yourself.
Frequently asked questions
How often should I add negative keywords?
Review your search terms report every week or two, especially for new campaigns.
Can negative keywords block good traffic?
Yes. “Free” also blocks “free delivery”, so check each one.
Where do I add a negative keyword list?
In Google Ads under Tools, Shared library, Negative keyword lists, then apply it to campaigns.
Is my data stored?
No, everything stays in your browser.
Sources
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