Paying for the wrong searches
Search ads often appear for searches that are only loosely related to what you offer. Someone looking for free advice, a job, or a service you do not provide can still click your ad and cost you money.
Negative keywords tell the platform which searches you do not want to appear for.
Quick tip
Check your search terms report weekly for the first month of any new campaign.
Find the waste
Open your search terms report and look at the actual phrases people typed before clicking. Highlight anything that does not match your service, location or type of customer.
Common examples include words like free, jobs, training, DIY, and names of areas you do not serve.
Build your list over time
Add irrelevant terms as negative keywords at the campaign or account level. Use shared negative lists so you can apply them across several campaigns at once.
Be careful not to block valuable searches by adding negatives that are too broad. Review your list every few months.
Your practical checklist
- Review your search terms report regularly.
- Add irrelevant phrases as negative keywords.
- Create a shared list for common exclusions.
- Exclude locations you do not serve.
- Recheck negatives so you do not block good traffic.
