Negative keywords, the cheapest fix in Google Ads

Negative keywords tell Google which searches you do not want your ads to show for. They cost nothing to add, and in most accounts we review, a proper list is one of the quickest ways to reduce wasted spend.

Why they matter more than they used to

Google now matches keywords to searches more loosely than it once did. A keyword can trigger your ad for searches that are related in Google’s view but irrelevant to your business. Without negatives, you pay for those clicks.

Typical waste for a service business includes:

• Job seekers: searches containing “jobs”, “salary”, “apprenticeship”, “course”
• Do it yourself: “how to”, “DIY”, “tutorial”, “parts”
• Wrong job size: for a business that wants installs, searches for small repairs or single items
• Wrong location: suburbs and cities outside the area you serve
• Free and cheap: “free”, “cheapest”, where those buyers are not your customers

How to build the list

Start from the search terms report. This shows the actual searches that triggered your ads. Sort by spend and read down the list. Anything irrelevant becomes a negative.

Group negatives into shared lists. A list for job seekers, a list for DIY, a list for locations. Shared lists can be applied across campaigns and kept tidy.

Match type matters. A broad negative blocks any search containing the word. Phrase and exact negatives are more precise. Use broad negatives for words that are never relevant (“jobs”) and tighter ones where a word is sometimes relevant.

Keep doing it

This is not a one-off task. New irrelevant searches appear as Google tests new matches. A weekly review of the search terms report keeps waste from creeping back.

On a fencing account I worked on at The Agency Alternative, Abode Fencing, a strict negative list combined with weekly search term reviews was part of what turned an erratic account (from 2 to 12 leads a week) into a steady one of around 55 leads a month at a consistent cost per lead.

A word of caution

It is possible to overdo it. Blocking too much can cut off searches that would have converted. Review the list occasionally, and check that your impression volume has not fallen away.

If you would like someone to go through your search terms with fresh eyes, get in touch.