Negative keyword guide: protect your budget

What is a negative keyword?

Search terms you don't want your ad to show for. For example, if you only offer paid services, adding "free" as a negative protects your budget.

Match types

Broad: blocks any search containing the word — widest.

Phrase: blocks searches with the words in order — balanced.

Exact: blocks only the exact phrase — narrowest.

Practical tips

Review the search terms report regularly; add terms that get clicks but no conversions as negatives.

Terms like "free", "jobs", "how to" with mismatched intent are usually good candidates.

Share the negative list across campaigns for consistency.