How to Add Negative Keywords Without Blocking Good Traffic
A negative keyword tells Google not to show an advert for certain searches. It is useful when intent is clearly wrong, but broad exclusions added without checking the query can remove more traffic than expected.
Add negatives safely
- Start in the Search terms report and identify a repeated irrelevant theme.
- Decide whether it should be blocked across the account, one campaign or one ad group.
- Choose the negative match type based on how specific the exclusion needs to be.
- Add the term to a clearly named negative keyword list where it will be reused.
- Check the list against active keywords and important product terms.
- Monitor impressions and search terms after the change.
Common exclusions such as free, jobs or wholesale are not automatically right for every business. A brand with free samples, careers pages or trade accounts may need those searches. Treat negative lists as account-specific controls and review inherited lists when taking over an old account.
Olivia Robinson
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
After arriving at a fork in the road in my career I decided to take the plunge and wander purposefully, with determination, into the maelstrom of consultancy in online sales. It's been the most exciting decision I've ever made and I've been able to work with some of the most interesting brands the UK has to offer. I specialise in the intersection of ecommerce and marketing, the part of the Venn diagram that eCommerce & Marketing people don't like to occupy because it takes a lot of plate spinning - this is where I thrive.
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