How to Setup a Successful Negative Keyword Strategy
Step 1: Identify Irrelevant Searches
Start by digging into your Search Terms Report in Google Ads.
This shows you the exact keywords users typed before clicking your ad.
Look out for patterns like:
People searching for jobs or “careers”
People looking for DIY instructions
People searching for freebies or donations
Step 2: Build Your Negative Keyword List
Under Tools > Shared Library > Exclusion List
Here are a few negative keyword categories to consider:
Freebie seekers: free, cheap, discount, coupon,
Job seekers: career, hiring, jobs, openings
Geography (if not relevant): states or cities you don’t serve
Product/service mismatch: competitor names, unrelated industries
Low intent terms: what is, how to, example, definition
💡 Keep a master list of your evergreen negative keywords — terms that should almost always be excluded.
Step 3: Group and Apply Strategically
Google Ads lets you apply negative keywords in three main places:
Campaign level — applies across the entire campaign.
Ad group level — allows more specific control.
Negative keyword lists — reusable across multiple campaigns.
👉 If you run multiple campaigns (e.g., brand, non-brand, and Performance Max), using a shared negative keyword list saves time and ensures consistency.
Step 4: Choose Match Types Wisely
Negative keywords also support match types:
Broad match → Blocks any query containing the keyword.
Phrase match → Blocks queries containing the phrase in order.
Exact match → Blocks only that exact query.
Example:
Negative broad:
free→ blocks “free kids clothes”Negative phrase:
"free clothes"→ blocks “cheap free clothes”Negative exact:
[free clothes]→ only blocks “free clothes”
👉 Tip: Start broad for common low-quality terms and refine over time.
Step 5: Keep Optimizing
A negative keyword strategy isn’t “set it and forget it.” Make it part of your regular campaign hygiene:
Review search terms weekly or biweekly.
Add new negatives as new trends emerge.
Remove negatives that might accidentally block good traffic.
Update your evergreen list as your business grows.
Bonus: Don’t Forget Performance Max Campaigns
Make sure to add Performance Max, and your search campaigns, onto your Negative Keyword lists or your campaigns will continue to show searches you don’t want to target.
Final Thoughts
A well-maintained negative keyword strategy is like having a filter that keeps your ad dollars flowing toward people who actually want what you offer.
By:
Reviewing search terms
Building a smart list
Applying at the right levels
Choosing match types carefully
And optimizing regularly
…you’ll drive better leads and protect your budget.
✨ Want a ready-to-use Negative Keyword Starter List for small businesses?
👉 Download the free [Bindi & Blazers Media Negative Keyword Checklist] (or contact us to help set it up)
