Definition
Negative keywords prevent your ads from showing for specific search terms, improving relevance and efficiency.
Example
If you sell enterprise software, add negatives like free, job, and template to block low-intent searches.
How to use it
- Build a shared negative list for irrelevant intents (jobs, free, definition).
- Use negatives to protect brand campaigns from low-intent queries when needed.
- Review negatives after major launches to avoid blocking new demand.
Common mistakes
- Over-blocking and reducing volume on profitable queries.
- Not reviewing search terms regularly (waste creeps in).
- Adding broad negatives that block valuable long-tail queries.
Measured as
Measure Negative Keywords with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Over-blocking and reducing volume on profitable queries.
- Not reviewing search terms regularly (waste creeps in).
- Adding broad negatives that block valuable long-tail queries.
Operator takeaway
- Build a shared negative list for irrelevant intents (jobs, free, definition).
- Use negatives to protect brand campaigns from low-intent queries when needed.
- Review negatives after major launches to avoid blocking new demand.
- Use Negative Keywords only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Negative Keywords before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- Paid ads bidding & budgeting hub: max CPC, target CPA, and break-even targets: A practical hub for bidding and budgeting: compute max CPC from CVR and margin, set target CPA using LTV, and use break-even CTR/CVR/CPM targets to guide creative and landing optimizations.