Google Ads
Google Ads negative keywords and search term report management.
Every Search campaign attracts some queries you never wanted. Negative keywords tell Google not to show your ads for them. We mine the search terms report, add negatives at the right level and match type, and take care not to block queries that actually convert.
When You Need This
The situations where this work pays for itself.
Signs it is time
- Clicks come from searches that have nothing to do with what you sell
- You use broad match or Performance Max and see odd queries
- Cost per lead is high and conversions are few
- You sell free, DIY, jobs or used items you do not offer
- You have never opened the search terms report
What you get
- A cleaned search terms report with decisions noted
- Negative keyword lists organized by theme and level
- Rules for which negatives are shared across campaigns
- A recurring review process with a documented schedule
How We Do It
A clear process you can follow along with.
1. Pull the search terms report
In Google Ads we open the search terms report over a meaningful date range and sort by cost, so the biggest wasters appear first.
2. Classify queries
We tag each query as relevant, irrelevant or unclear, and look at conversions and cost, not just text, before deciding anything.
3. Find themes
We group irrelevant queries into themes, such as jobs, free, DIY, reviews or competitor brands you do not want, because one negative can cover many variations.
4. Choose the match type carefully
Negative match types behave differently from positive ones, and negatives do not match close variants the same way. We pick exact for narrow blocks and phrase for themes, and check current documentation.
5. Choose the right level
We add negatives at ad group, campaign, shared list or account level depending on whether the block should apply to everything or to one campaign to avoid cannibalizing.
6. Protect good traffic
Before adding a broad negative we check it will not block converting queries, and we review conversions on the words involved.
7. Review on a schedule
Search behavior shifts, so we review the report regularly and keep a documented negative list.
Mistakes We Help You Avoid
Common ways this goes wrong, and what we do instead.
Adding a negative that blocks converting queries
A single common word can silence good traffic. We check conversions first.
Assuming negatives behave like normal keywords
Matching rules differ. Test and confirm.
Only using exact negatives
Each misspelling and variation stays open. Use phrase matches for clear themes.
Negatives in the wrong place
Account-wide blocks can hurt campaigns with different goals.
Frequently Asked Questions
What are negative keywords in Google Ads?
They are words or phrases that prevent your ads from showing on matching searches, so you stop paying for irrelevant clicks.
How often should I check the search terms report?
Weekly or biweekly for new or high-spend accounts, and less often once stable. Review more when you change match types or add campaigns.
Do negative keywords work in Performance Max?
Options exist, with some limits and changes over time. Check current Google documentation for what your account supports.
Want Help With Google Ads negative keywords and search term report management?
Schedule an appointment. Tell us about your business and we will outline the safest, highest-value approach.
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