What Is a Negative Match Keyword?
A Negative Match keyword in Google Ads is a keyword you exclude so your ads do not show for irrelevant or unwanted searches. It helps you avoid wasting money on clicks from people who are not interested in your product or service.
In simple words:
Negative keywords tell Google: “Do NOT show my ad for this search.”
How Negative Keywords Work
Negative keywords are added with a minus sign or in a separate negative keyword list.
Example:
You are promoting paid digital marketing courses.
Negative keywords you add:
- free
- jobs
- internship
Now your ads will NOT appear for searches like:
- free digital marketing course
- digital marketing jobs
- digital marketing internship
This prevents irrelevant traffic and saves budget.
How Negative Keywords Work
Negative keywords are added with a minus sign or in a separate negative keyword list.
Example:
You are promoting paid digital marketing courses.
Negative keywords you add:
- free
- jobs
- internship
Now your ads will NOT appear for searches like:
- free digital marketing course
- digital marketing jobs
- digital marketing internship
This prevents irrelevant traffic and saves budget.
Types of Negative Keywords
Google uses three types:
1. Negative Broad Match
Blocks your ad if the search contains any part of the negative keyword.
2. Negative Phrase Match
Blocks the ad when the exact phrase appears in the search.
3. Negative Exact Match
Blocks the ad only when the exact keyword is searched.
Real-Life Example
You run a photography course, but ONLY paid classes.
Negative keywords you add:
- free
- tutorial
Now your ad will not show when someone searches:
- free photography course
- photography tutorial
This ensures only people willing to pay see your ad.