Read the context
Price, cheap and free do not have the same meaning for every business. Read the whole query and identify what falls outside the offer before excluding a single word.
Google Ads · Search · Negative keywords
Avoid searches you cannot serve while keeping useful customers
Exclusions should reflect the business. Review actual searches, languages and differences between services before adding negative keywords. A long list copied from another advertiser can block people who need your offer.
QueryWhat the person searched
IntentThe need behind the words
ScopeWhere the exclusion applies
Quick answer
Which searches deserve an exclusion?
Those expressing a need the business cannot serve. An apparently informational search can lead to a sale, so do not exclude it simply because it lacks a buying word. Review searches that spend money without outcomes, but distinguish unsuitable intent from a page or offer that needs improvement.
Three levels to review
Choose where it applies
A search unsuitable for one campaign can be useful to another. Check whether the exclusion belongs to an ad group, campaign or shared list and confirm its application.
Check for conflicts
Review whether a negative keyword blocks searches you want. Check existing lists first: reduced reach can come from an older exclusion.
Interactive plan
What issue are you reviewing?
Choose a situation to plan the next step. The tool below compares simple literal text matches.
Separate what you do not sell
Record the complete query and business reason. Check whether a specific exclusion solves the problem without blocking the service you do provide.
Compare a negative keyword example
Teaching model for correctly spelled terms. It does not reproduce every Google rule: variants, misspellings, punctuation and long queries are not analysed. It does not determine whether a real ad will show.
Broad—
Phrase—
Exact—
Before launch
Before adding a negative keyword
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Our approach
Maintain exclusions with a clear reason
Collect queries
Review the report alongside useful enquiries and sales rather than clicks alone.
Define the exclusion
Choose wording and scope that solve the specific problem. Record why it is needed.
Check the effect
Review reach and quality after the change. Correct exclusions that block relevant business.
Frequently asked questions
Frequently asked questions
Do negative match types behave like positive ones?
No. Search negatives have their own rules. Check the chosen type before assuming it behaves like a positive keyword.
What does negative broad match mean?
It excludes queries containing all the terms, even in a different order. The interactive example illustrates this with literal words.
How do negative phrase and exact differ?
Negative phrase keeps the sequence and allows extra words. Negative exact excludes the complete query without additional words.
Does the tool confirm whether my ad will show?
No. It compares text in a teaching model. Actual eligibility also depends on other Google Ads rules, campaigns, lists and conditions.
Official documentation
Google Ads · Negative keywordsGoogle Ads · Troubleshoot conflictsGoogle Ads · Negative exact match
Explore further
Refine searches with a clear purpose
We review queries, the offer and existing lists to reduce irrelevant traffic while preserving useful opportunities.