How to Use Negative Keywords to Save Budget and Increase ROI
Introduction
Are you spending money on Google Ads but not getting the results you expect?
You’re not alone. Many beginners waste a big part of their budget on clicks that never convert.
Here’s the good news — you can fix this with one simple strategy: negative keywords.
They stop your ads from showing to people who are not interested in your product or service.
In this blog, you’ll learn everything about how to use negative keywords in Google Ads to reduce wasted spend, improve relevance, and increase ROI.
Master the art of smart advertising — learn to spend less and earn more!
What Are Negative Keywords in Google Ads?
Negative keywords tell Google which search terms you don’t want your ads to appear for.
For example, if you are running ads for a paid digital marketing course, you don’t want to show up for searches like “free digital marketing course” or “digital marketing course PDF.”
By adding “free” and “PDF” as negative keywords, you prevent your ad from showing to the wrong audience.
This helps you save money and reach only the people who might actually become your customers.
In simple words — negative keywords are filters that remove unwanted traffic from your campaigns.
Why Negative Keywords Are Important for Your Campaigns
Many new advertisers think more impressions mean success. But what matters is relevant impressions.
Negative keywords are important because they:
Save your budget by blocking low-quality or irrelevant clicks.
Improve your CTR (Click-Through Rate) since your ads reach people who really care.
Increase Quality Score, which helps you pay less per click.
Boost conversions and ROI because only the right audience sees your ad.
A small example: one of our clients reduced CPC by 25% just by updating their negative keyword list weekly.
If you want to learn more about optimizing your ad spending, you can read Bidding Strategy for Google Ads.
How to Find the Right Negative Keywords
1. Use the Search Terms Report
Go to your Google Ads account → Keywords → Search Terms.
This report shows you real searches that triggered your ads.
Look for words that don’t match your offer.
For example:
If you sell “Java courses,” you might see searches like “Java developer jobs” — that’s a keyword to exclude.
2. Use Keyword Planner
Google’s own Keyword Planner is another good source.
Search your main keywords and note down unrelated or irrelevant suggestions.
These often include words like free, cheap, example, sample, or tutorial.
3. Use Third-Party Tools
You can also use tools such as SEMrush, Ahrefs, or Ubersuggest.
They show search trends and related keywords, helping you identify irrelevant ones faster.
4. Brainstorm Manually
Think like your audience.
If someone is searching for “digital marketing jobs,” they are not looking for a paid course.
Such intent-based thinking helps you find negative keywords before you waste money.
Turn every click into a real customer. Start your Google Ads journey today!
How to Use Negative Keywords Effectively
Campaign-Level vs. Ad Group-Level
Campaign Level: Blocks the keyword across all ad groups in that campaign.
Ad Group Level: Blocks the keyword only in a specific ad group.
Example:
If you have one campaign for “Courses” and different ad groups for “Java” and “Python,”
you can add “free” as a campaign-level negative keyword,
but “jobs” only for the “Java” ad group.
Negative Keyword Match Types
Negative keywords use three match types:
Use broad when you want wide control, and exact when you’re confident about specific terms.
Stop guessing, start growing — learn Google Ads the right way!
Building and Managing a Strong Negative Keyword List
Creating a list helps you manage campaigns easily.
Here’s how to build it:
Collect all the irrelevant words from your reports.
Group them by theme (for example: price-related, free, job-related).
Save them as a shared list so you can apply them to multiple campaigns.
Common Negative Keywords by Industry
Education: free, syllabus, PDF, example
E-commerce: cheap, review, used, second-hand
Local Services: jobs, careers, DIY, tutorial
Keep updating your list every week.
Digital marketing is dynamic — new search terms appear daily.
Negative Keyword Match Types Explained
Understanding match types is key to effective targeting.
1. Broad Match
Blocks searches that contain all the words in your keyword.
Example: If you add “free course”, your ad won’t show for “course for free” or “free online course.”
2. Phrase Match
Blocks searches that include your keyword phrase in the same order.
Example: “digital marketing jobs” blocks “best digital marketing jobs near me.”
3. Exact Match
Blocks only when the search exactly matches the keyword.
Example: “digital marketing jobs” blocks only “digital marketing jobs.”
Use a mix of all three to balance reach and accuracy.
Common Mistakes to Avoid with Negative Keywords
1. Adding Too Many Negatives
Blocking too many keywords can reduce your reach.
Always test before excluding new words.
2. Forgetting Match Types
If you use broad match carelessly, you might block useful searches.
Check reports often to ensure your ads still reach the right audience.
3. Not Updating Regularly
Search behavior changes fast.
Set a reminder to update your negative keyword list weekly or biweekly.
4. Ignoring Variations
Don’t forget plural forms or similar words.
Example: “job” and “jobs” behave differently.
How Negative Keywords Improve ROI
When your ads appear for the right audience, everything improves:
CTR increases: because your ad is relevant.
CPC decreases: because Google rewards quality ads.
Conversions go up: because the traffic is targeted.
Quick ROI Example
Let’s say you spend ₹10,000 per month.
Without negatives, you get 1,000 clicks — but only 10 conversions.
After adding negative keywords, you reduce wasted clicks to 600, keeping 10 conversions.
That means your ROI improves by 40%.
It’s not about spending more.
It’s about spending smart.
Step-by-Step: Add Negative Keywords in Google Ads
Step 1: Open Your Campaign
Go to your Google Ads dashboard and select the campaign you want to edit.
Step 2: Go to Keywords Tab
Click Keywords → Negative Keywords on the left sidebar.
Step 3: Add New Negative Keywords
You can add them manually or import from your saved list.
Step 4: Choose the Level
Decide whether to add them to the campaign or ad group level.
Step 5: Save and Monitor
Save the changes and monitor performance after 7–10 days.
You’ll see improvements in CTR and cost efficiency soon.
For detailed help, visit Google Ads Help Center.
Crafting a Long-Term Negative Keyword Strategy
A strong strategy ensures your campaigns stay optimized.
1. Review Reports Regularly
Check your search terms report every week.
Add new irrelevant words to your negative list immediately.
2. Use Shared Lists
If you manage multiple campaigns, create one shared list.
This saves time and keeps all campaigns aligned.
3. Automate Using Scripts or Rules
Set up automation to add certain words (like “free,” “cheap,” or “jobs”) automatically.
It saves hours of manual work.
4. Stay Updated with AI Campaigns
Performance Max campaigns use AI and automation.
Even there, negative keywords help improve ad relevance.
Conclusion
Negative keywords are a small setting with a huge impact.
They help you focus your budget on real customers, not random clicks.
If you’re serious about digital marketing, make negative keyword management part of your weekly routine.
Every irrelevant click you block saves money and improves your ad performance.
Start building your list today — and if you need expert guidance, connect with us at Learn2Earn Labs.
We help students and professionals become job-ready in digital marketing through hands-on learning.
