Mistakes

Negative Keywords for Small Business Campaigns

Negative keywords stop ads from showing for searches that are unlikely to become good customers. They are one of the simplest ways to protect a limited budget.

Start with obvious exclusions

Common exclusions include free, cheap, jobs, salary, template, DIY, training, and unrelated product names. The right list depends on the business.

Review search terms often

Early campaigns should be reviewed frequently. Search term reports show how real users phrase their needs and where budget is leaking.

Avoid blocking useful intent

Negative keywords can also block good traffic if used carelessly. Add them with enough specificity to remove waste without hiding valuable searches.