In paid search, the keywords you do not want are almost as important as the ones you do. Negative keywords stop your ads from appearing for searches that will never turn into customers. Managing them well is one of the simplest ways to keep spend focused.
Why negatives matter
Search platforms often match your ads to a wide range of related searches. That can help you find new opportunities. It can also mean paying for clicks from people looking for something completely different, such as jobs at your company, free versions of what you sell, or a product with a similar name.
Where to find them
The best source is your own search terms report. It shows what people actually typed before clicking your ads. Review it regularly and look for patterns that do not fit.
- Searches for jobs, careers or training when you are selling a service.
- Words like “free”, “cheap” or “DIY” if they do not match your offer.
- Competitor or brand names that are not relevant to you.
- Locations you do not serve.
- Product types or sizes you do not stock.
Be careful not to overdo it
Negatives are powerful, and that makes them risky too. A single broad negative can quietly block valuable searches. Before adding one, think about all the searches it might exclude. Keep a record of your lists so you can review them later.
Also consider the level at which you add each negative. Some belong across the whole account. Others only make sense for one campaign or ad group, for example to stop two of your own campaigns competing for the same search.
Make it a routine
Negative keyword management is not a one-off task. New search behaviour appears all the time, and your offer changes too. A short, regular review keeps the account clean and gives you useful insight into how people describe what they need.
It is not glamorous work, but it pays off. If you would like help reviewing your search terms, the Northpeak team would be happy to talk.
