20 Negative Keyword Prompts to Save PPC Budget (2024)

Introduction (~400 words)

Every click costs money in PPC advertising. But what if half those clicks come from people who will never buy? That’s the reality for many advertisers who don’t use negative keywords. These simple words and phrases act like a filter, blocking irrelevant searches before they waste your budget. Without them, you’re essentially paying to show ads to people searching for “free samples,” “cheap knockoffs,” or “how to do it yourself” – none of whom are likely to convert.

Why Negative Keywords Are Your PPC Safety Net

Negative keywords do more than just save money. They improve your entire campaign by:

Boosting click-through rates (CTR): Your ads appear only to people actually interested in what you sell.
Increasing conversion rates: Fewer tire-kickers mean more serious buyers.
Lowering cost-per-click (CPC): Google rewards relevant ads with better ad placements and lower costs.
Protecting your brand: Avoid showing up for searches that could damage your reputation (like “scam” or “complaints”).

For example, a SaaS company selling project management software might add “free” as a negative keyword. Without it, they’d waste money on people searching for “free project management tools” – users who will never pay for a premium plan. Similarly, an eCommerce store selling high-end watches should exclude terms like “replica” or “fake” to avoid attracting bargain hunters.

The Hidden Cost of Irrelevant Traffic

Even a few bad keywords can drain your budget fast. Imagine spending $500 on clicks from people searching for “DIY tutorials” when you sell professional services. That’s $500 that could have gone toward qualified leads. Worse, irrelevant traffic skews your data, making it harder to optimize your campaigns. You might see a high CTR but low conversions and assume your landing page is the problem – when the real issue is the wrong audience seeing your ads in the first place.

The Struggle to Find the Right Negative Keywords

Most advertisers know they need negative keywords, but figuring out which ones to use is tricky. Common mistakes include:

Over-excluding terms: Blocking too many keywords can shrink your reach too much.
Missing low-intent phrases: Words like “review” or “vs” might seem harmless but often signal comparison shoppers, not buyers.
Ignoring match types: Using broad match negatives can accidentally block relevant searches, while exact match negatives might not catch enough variations.

This guide solves that problem. Instead of guessing, you’ll get 20 ready-to-use prompts to uncover negative keywords tailored to your industry. Whether you’re a PPC beginner, an intermediate advertiser looking to refine your strategy, or an agency managing multiple clients, these prompts will help you cut wasted spend and focus on what really drives results. Industries like SaaS, eCommerce, and local services will see the biggest impact – but any business running paid ads can benefit. Ready to stop burning money on the wrong clicks? Let’s get started.

Understanding Negative Keywords: The Basics

Imagine you’re running a Google Ads campaign for your premium coffee subscription service. Your ads are getting clicks—but many of them are from people searching for “free coffee samples” or “cheap instant coffee.” These clicks cost you money, but they’ll never turn into paying customers. That’s where negative keywords come in. They’re like a bouncer for your ads, keeping out the wrong crowd so you only pay for the right visitors.

Negative keywords are words or phrases you tell Google (or other ad platforms) to exclude from triggering your ads. If a search includes one of these terms, your ad won’t show up. This is the opposite of “positive” keywords, which you do want to target. For example, if you sell high-end running shoes, you might add “cheap” or “used” as negative keywords to avoid bargain hunters. It’s a simple concept, but it can save you thousands in wasted ad spend.

Types of Negative Keyword Matches

Not all negative keywords work the same way. Just like with regular keywords, you can choose how strictly they filter searches. Here’s the breakdown:

Broad match negative: Blocks searches that include any of the words in any order. For example, if your negative keyword is “free coffee,” it’ll block searches like “free coffee delivery” or “coffee free trial.” This is the most aggressive option—use it carefully to avoid blocking relevant traffic.
Phrase match negative: Blocks searches that include the exact phrase in the same order. If your negative keyword is “free coffee,” it’ll block “best free coffee near me” but not “coffee that’s free.” This is a good middle ground for most campaigns.
Exact match negative: Only blocks searches that match the exact keyword, word for word. If your negative keyword is [free coffee], it’ll only block that exact search—not “free coffee beans” or “how to get free coffee.” This is the most precise option, but you’ll need to add more variations manually.

So which one should you use? Start with phrase match negatives for most terms, then switch to exact match for high-traffic keywords you want to control tightly. Broad match negatives can be useful for blocking obvious junk (like “crack” or “torrent”), but they’re risky for general use.

Why You Can’t Ignore Negative Keywords

Let’s say you run a SaaS company selling project management software. Without negative keywords, your ads might show up for searches like “free project management tools” or “Microsoft Project alternatives.” These users aren’t looking to pay—they’re looking for free options. Every click from them is money down the drain.

Here’s the scary part: studies show that up to 20% of ad spend is wasted on irrelevant clicks. That’s like throwing $20 out of every $100 you spend on ads. For a small business running a $1,000/month campaign, that’s $200 gone—every single month. And it’s not just about the money. Irrelevant clicks also hurt your Quality Score, which means you’ll pay more for the good clicks too.

Take the example of an eCommerce store selling luxury watches. Without negatives, their ads might show up for searches like “fake Rolex” or “cheap watch repair.” Not only do these searches attract the wrong audience, but they can also damage the brand’s reputation. After adding negatives like “fake,” “replica,” and “cheap,” they saw a 30% increase in conversion rate and a 15% drop in cost per acquisition. That’s the power of negative keywords.

Common Misconceptions (And Why They’re Wrong)

Negative keywords seem straightforward, but there are a few myths that trip up even experienced advertisers. Let’s clear them up:

“More negatives = better performance.” It’s tempting to add every possible negative keyword you can think of, but over-exclusion can hurt you. If you block too many terms, you might accidentally filter out good traffic. For example, if you sell organic skincare and add “chemical” as a negative keyword, you’ll block searches like “chemical-free skincare”—which is exactly what you do want to target. Always review your search term reports to see what’s actually triggering your ads before adding negatives.
“Negative keywords only matter for broad match campaigns.” Even if you’re using exact match keywords, negatives are still important. Why? Because search queries can vary. Someone might search for “best running shoes for marathons,” but if you’re only targeting [running shoes], your ad could still show up. If you don’t want to attract marathon runners, you’d need to add “marathon” as a negative. Negatives act as a safety net, no matter what match type you’re using.
“You can set them once and forget them.” Your negative keyword list isn’t a “set it and forget it” tool. Search trends change, new competitors enter the market, and user behavior evolves. For example, during the pandemic, searches for “free delivery” skyrocketed. If you didn’t update your negatives, you might have wasted ad spend on users looking for freebies. Review your search term reports at least once a month to spot new negatives to add.

The Bottom Line

Negative keywords are one of the easiest ways to improve your PPC performance—but they’re often overlooked. They help you avoid wasted spend, improve your Quality Score, and attract higher-quality leads. The key is to start small, test often, and refine your list over time. Don’t just guess which terms to block—use your search term reports to see what’s actually triggering your ads. And remember: a well-managed negative keyword list isn’t about blocking as much as possible. It’s about blocking the right things so your ads reach the right people.

20 High-Impact Prompts for Identifying Negative Keywords

Negative keywords are like a secret weapon for your PPC campaigns. They help you stop wasting money on clicks that will never convert. But how do you find the right ones? It’s not just about guessing—you need a smart strategy. Below, we’ll break down 20 powerful prompts to uncover negative keywords that will save you budget and improve your results.

General Low-Intent Keywords (Works for Most Industries)

Some words attract the wrong kind of traffic no matter what you sell. Terms like “free,” “cheap,” “discount,” “sample,” “DIY,” and “tutorial” often bring people who aren’t ready to buy. For example, if you sell premium software, someone searching for a “free alternative” probably won’t pay for your product. The same goes for B2B services—if someone wants a “cheap” solution, they’re not your ideal customer.

Here’s a quick list of low-intent terms to watch for:

“Free” (e.g., “free trial,” “free download”)
“Cheap” (e.g., “cheapest [product],” “budget [service]”)
“DIY” (e.g., “how to do [service] yourself”)
“Tutorial” (e.g., “step-by-step guide to [task]”)
“Sample” (e.g., “free sample of [product]”)

These words might seem harmless, but they can drain your budget fast. If you’re selling high-end products or services, blocking them early can save you hundreds (or even thousands) of dollars.

Industry-Specific Negative Keywords

Not all negative keywords work the same way. What hurts an eCommerce store might not matter for a SaaS company. Let’s look at some industry-specific terms to exclude.

eCommerce

If you sell products online, words like “coupon,” “black friday,” “warehouse,” and “liquidation” can attract bargain hunters who won’t pay full price. For example, someone searching for “Nike shoes coupon” is looking for a deal—not your premium pricing.

SaaS/Tech

Tech companies should watch for terms like “open source,” “alternative to [competitor],” “crack,” and “serial key.” These searches often come from people who want free software, not paying customers. If you offer a paid tool, blocking these terms keeps your ads away from the wrong audience.

Local Services

Businesses like plumbers, electricians, or landscapers should exclude words like “jobs,” “careers,” “salary,” and “how to [service] yourself.” Someone searching for “how to fix a leaky pipe” isn’t looking to hire a plumber—they want a DIY solution.

Healthcare

Medical practices should avoid terms like “home remedies,” “natural cure,” and “side effects.” These searches usually come from people researching treatments, not booking appointments.

Should you block competitor names? It depends. If someone searches for “[Competitor] vs [Your Brand],” they might be comparing options—but they could also be loyal to your competitor. Blocking these terms can help you avoid wasted clicks.

Here are some competitor-related terms to consider:

“[Competitor] vs”
“Alternative to [Competitor]”
“Review of [Competitor]”

Just be careful—some industries have legal rules about bidding on competitor names. Always check your local advertising laws before making changes.

Job, Career, and Recruitment Terms

Words like “hiring,” “salary,” “resume,” and “how to become a [role]” attract job seekers, not customers. For example, if you run a marketing agency, someone searching for “marketing jobs” isn’t looking to hire you—they want a job themselves.

Educational and Informational Queries

Terms like “what is,” “how to,” “definition of,” and “history of” often bring people who just want information, not a purchase. For example, someone searching for “what is SEO” probably isn’t ready to buy SEO services.

But here’s the catch: sometimes, informational queries can lead to sales. If you sell SEO tools, targeting “how to improve SEO” might bring in potential customers. The key is to test and see what works for your business.

Geographic and Location-Based Exclusions

If your business only serves certain areas, you should block searches from outside those locations. For example, if you’re a local bakery in New York, you don’t want clicks from people searching for “bakery near me” in California.

You can also exclude entire countries or regions if you don’t ship there. This is especially important for eCommerce stores with limited shipping options.

Seasonal and Event-Based Negative Keywords

Some terms only cause problems during certain times of the year. Words like “Black Friday,” “Cyber Monday,” “Christmas sale,” and “Valentine’s Day” can attract bargain hunters who won’t convert at full price.

If you don’t run seasonal promotions, blocking these terms can save you money during peak shopping times.

Final Tip: Start Small, Test Often

Negative keywords aren’t a “set it and forget it” task. You should regularly check your search term reports to see what’s triggering your ads. If you notice irrelevant clicks, add those terms to your negative keyword list.

The goal isn’t to block as many words as possible—it’s to block the right words. With these 20 prompts, you’ll have a strong starting point to clean up your PPC campaigns and focus on what really matters: high-quality leads.

How to Use These Prompts in Your PPC Campaigns

Negative keywords are like a secret weapon for your PPC campaigns. They help you stop wasting money on clicks that will never convert. But knowing which words to block is only half the battle. The real magic happens when you use these prompts the right way. Let’s break it down step by step so you can start saving money and getting better results.

Step 1: Audit Your Search Term Reports

Before you add any negative keywords, you need to see what’s actually triggering your ads. This is where your search term reports come in. In Google Ads or Microsoft Ads, go to the “Search terms” tab under “Keywords.” Here, you’ll see the exact words people typed before clicking your ad.

Look for patterns. Are there terms that keep popping up but don’t match what you sell? For example, if you sell premium software but see terms like “free trial” or “cracked version,” those are red flags. Tools like Google Ads Editor, SEMrush, or Optmyzr can help automate this process. They’ll highlight irrelevant terms so you don’t have to dig through data manually.

Step 2: Apply Negative Keywords Strategically

Now that you’ve found the bad terms, it’s time to block them. But don’t just add them randomly. Think about where they belong—campaign level or ad group level.

Campaign level: Use this for broad terms that don’t fit your business at all. For example, if you sell luxury watches, block words like “cheap,” “fake,” or “replica” at the campaign level.
Ad group level: Use this for terms that might be relevant to some ads but not others. For example, if you have an ad group for “men’s running shoes” but not “women’s running shoes,” block “women’s” in that specific ad group.

Be careful not to over-exclude. If you block too many terms, you might miss out on good traffic. Use phrase or exact match for high-value terms to avoid accidentally blocking useful variations.

Step 3: Test and Refine Your Negative Keyword Lists

Adding negative keywords isn’t a one-time job. You need to test and adjust them over time. Start by running A/B tests. Create two versions of your campaign—one with the new negatives and one without. Compare metrics like CTR, CPC, and conversions.

If you see a drop in conversions, you might have blocked something important. If CPC goes down and CTR goes up, your negatives are working. Keep an eye on your search term reports every week. If a term keeps showing up but isn’t converting, add it to your negatives. If a term you blocked starts performing well, remove it from the list.

Step 4: Automate Negative Keyword Management

Managing negative keywords manually can be time-consuming. Luckily, there are tools to help. Google Ads Scripts can automatically add negative keywords based on rules you set. For example, you can create a script that blocks any term with “free” in it.

Third-party tools like WordStream or Adalysis can also help. They’ll scan your search term reports and suggest negatives for you. Some even track performance over time so you can see how your negatives are affecting your campaigns.

Step 5: Monitor and Update Regularly

Negative keywords aren’t set-and-forget. You need to review them regularly. How often? It depends on your campaign size.

Small campaigns: Check weekly.
Medium campaigns: Check bi-weekly.
Large campaigns: Check monthly.

Seasonal trends can also affect your negatives. For example, if you sell holiday decorations, you might need to block terms like “summer” or “beach” during the winter. Keep an eye on industry trends too. If a new competitor enters the market, you might need to adjust your negatives to stay competitive.

Final Thoughts

Negative keywords are one of the easiest ways to improve your PPC performance. But they only work if you use them the right way. Start by auditing your search term reports. Then, add negatives strategically and test them. Use tools to automate the process and keep your lists updated. With a little effort, you’ll stop wasting money on bad clicks and start getting more conversions. Ready to give it a try? Pick one step from this guide and start today. Your budget will thank you.

Advanced Negative Keyword Strategies

Negative keywords aren’t just about blocking bad traffic—they’re about smart targeting. Think of them like a filter for your PPC campaigns. The better your filter, the cleaner your results. But most advertisers stop at the basics: blocking “free,” “cheap,” or “crack.” That’s a good start, but it’s not enough. To really save money and improve performance, you need to go deeper.

Here’s the thing: not all irrelevant traffic is created equal. Some clicks waste a little money. Others waste a lot. And some even hurt your brand. The key is knowing which negative keywords to use—and when. Let’s break down how to use negatives like a pro.

Using Negative Keywords for Audience Segmentation

Your audience isn’t one big group. Some people are just browsing. Others are ready to buy. If you treat them the same, you’ll waste money on the wrong clicks.

High-funnel vs. low-funnel terms are a great example. High-funnel terms (like “what is [product]”) show early interest. Low-funnel terms (like “buy [product] now”) show buying intent. If you’re running a lead-gen campaign, you might want high-funnel traffic. But if you’re selling a high-ticket item, you probably don’t.

Here’s how to use negatives for segmentation:

Exclude high-funnel terms if you only want buyers (e.g., “-what is,” “-how to,” “-vs”).
Exclude low-funnel terms if you’re nurturing leads (e.g., “-buy,” “-discount,” “-coupon”).
Combine with audience exclusions to double down on targeting. For example, exclude past converters from prospecting campaigns.

Pro tip: If you’re using remarketing lists, add negatives to avoid showing ads to people who already converted. No one wants to see an ad for a product they just bought.

Negative Keywords for Shopping Campaigns

Shopping ads are tricky. One wrong keyword can trigger your ad for completely unrelated products. For example, if you sell new laptops, you don’t want your ad showing for “used laptop” or “laptop repair.”

Common pitfalls in eCommerce:

Product variants: If you sell premium headphones, exclude “-budget,” “-cheap,” “-knockoff.”
Condition: Exclude “-used,” “-refurbished,” “-second hand” if you only sell new items.
Outlet/clearance: If you don’t have sales, exclude “-outlet,” “-clearance,” “-sale.”

But here’s the catch: sometimes, these terms can work. For example, if you do sell refurbished items, you might want to exclude “-new” instead. The key is knowing your inventory and audience.

Case study: An electronics store added “-used” and “-refurbished” to their shopping campaigns. Their CTR dropped by 12%, but their conversion rate doubled. Why? Because they were no longer wasting clicks on people looking for cheaper options.

Leveraging Negative Keywords for Smart Bidding

Smart bidding (like tROAS or tCPA) relies on machine learning. The more data it has, the better it performs. But if your data is full of junk clicks, the algorithm will optimize for the wrong things.

How negatives improve smart bidding:

Cleaner data = better predictions. If you block irrelevant terms, the algorithm focuses on real conversions.
Lower CPA/ROAS. Fewer wasted clicks mean better performance metrics.
Faster learning. The system reaches optimal bids sooner.

Example: A SaaS company added 50+ negative keywords to their tCPA campaign. Their CPA dropped by 30% in two weeks. The reason? The algorithm was no longer bidding on terms like “-free trial” or “-alternative to [competitor].”

Warning: Don’t go overboard. If you block too many terms, the algorithm won’t have enough data to learn. Start with the worst offenders, then refine.

Negative Keywords for YouTube and Display Ads

YouTube and Display ads are different from Search. Instead of keywords, you’re dealing with placements and topics. But negatives still matter—especially for brand safety.

Common issues to block:

Irrelevant placements: Exclude “-kids,” “-gaming,” “-news” if they don’t fit your audience.
Sensitive topics: Block “-politics,” “-religion,” “-controversy” to avoid bad associations.
Competitor content: If you don’t want your ad next to a competitor’s video, exclude their brand name.

Pro tip: Use Google’s “Placement Exclusion” tool to block specific channels or websites. For example, if you sell luxury watches, you might exclude “budget watch review” channels.

Brand safety story: A travel company once had their ad appear next to a news story about a plane crash. They quickly added “-crash,” “-accident,” and “-disaster” to their negatives. Problem solved.

Final Thought: Test, Refine, Repeat

Negative keywords aren’t a “set and forget” tool. What works today might not work tomorrow. The best advertisers:

Audit regularly (at least once a month).
Test changes (A/B test with and without negatives).
Refine based on data (not guesses).

Start small. Pick one strategy from this guide and try it. Then, watch your metrics. If your CTR drops but conversions go up, you’re on the right track. If nothing changes, try something else.

The goal isn’t to block every possible bad term. It’s to block the right ones—so your ads reach the right people, at the right time. And that’s how you turn wasted spend into real results.

Case Studies: How Negative Keywords Saved Ad Spend

Negative keywords are like a secret weapon in PPC advertising. They help you stop wasting money on clicks that will never convert. But how much difference can they really make? Let’s look at real examples where businesses saved thousands by using negative keywords the right way.

SaaS Company Cuts CPA by 30%

A software company was spending too much on ads for “free trial” and “alternative to [competitor]” searches. Many people clicking these ads just wanted free stuff or were comparing prices—not ready to buy. The team added over 50 negative keywords, including:

“crack”
“torrent”
“open source”
“free download”
“hack”

The result? Their cost per acquisition (CPA) dropped by 30%, and conversions went up by 20%. “We were shocked at how many bad clicks we were paying for,” said their marketing manager. “Negative keywords helped us focus on people who actually wanted to buy.”

eCommerce Brand Saves 40% on Wasted Spend

An online store selling premium products noticed their ads were showing up for “coupon,” “discount,” and “black friday” searches. These shoppers were looking for deals, not full-price items. The solution? They added phrase and exact match negatives for seasonal terms.

The impact was huge:

Wasted spend dropped by 40%
Return on ad spend (ROAS) increased by 15%
Conversion rates improved because ads reached the right audience

“Before, we were attracting bargain hunters,” said the store owner. “Now, we’re reaching people who value quality over price.”

Local Service Business Gets Better Leads

A plumbing company was getting clicks from job seekers and DIYers searching for “plumber jobs” or “how to fix a leak.” These visitors had no intention of hiring a professional. The fix? They added negative keywords like:

“jobs”
“careers”
“DIY”
“tutorial”
“how to”

The result? Their lead-to-customer conversion rate jumped by 50%. “We stopped wasting time on unqualified leads,” said the business owner. “Now, every call is from someone who needs our help.”

Why Negative Keywords Work

These case studies show one thing: negative keywords aren’t just about blocking bad traffic—they’re about finding the right traffic. When you exclude irrelevant searches, your ads reach people who are more likely to convert. That means lower costs, higher ROI, and happier customers.

The key is to start small. Look at your search term reports, find the worst offenders, and add them as negatives. Then, keep refining. Over time, you’ll see the same results these businesses did—more savings, better leads, and a healthier ad budget.

Ready to try it? Pick one campaign and start adding negative keywords today. Your wallet will thank you.

Tools and Resources for Negative Keyword Research

Negative keywords are like a filter for your PPC campaigns. They help you block bad traffic before it wastes your budget. But how do you find these words? You don’t need to guess—there are tools that do the hard work for you. Some are free, some cost money, but all of them save you time and money in the long run.

Free Tools for Finding Negative Keywords

You don’t need a big budget to start cleaning up your campaigns. These free tools give you plenty of data to work with.

Google Keyword Planner is the first place to look. It shows you search terms people use to find your ads. If you see words like “free” or “cheap” in your search term report, those are red flags. Add them to your negative list right away.

Google Search Console is another goldmine. It shows you what people type to find your website organically. If you see irrelevant queries, those same words might be hurting your paid campaigns too. For example, if you sell premium software but people keep finding you with “free alternative,” that’s a negative keyword waiting to happen.

AnswerThePublic and Ubersuggest are great for finding informational queries. These tools show you what questions people ask about your topic. If you sell running shoes but see searches like “how to fix broken running shoes,” you know those people aren’t looking to buy. Block those terms and focus on buyers instead.

Paid Tools for Advanced Negative Keyword Management

Free tools are a great start, but if you’re running big campaigns, paid tools save you hours of work. They give you deeper insights and automate the boring parts.

SEMrush, Ahrefs, and SpyFu let you spy on your competitors. You can see what keywords they’re bidding on—and more importantly, what they’re not bidding on. If a competitor is blocking certain words, there’s a good chance you should too. These tools also show you search volume and cost-per-click, so you can prioritize the most expensive (and wasteful) terms first.

Optmyzr and Adalysis take things a step further. They automatically suggest negative keywords based on your campaign data. No more digging through reports—these tools flag bad terms for you. They also help you manage negative keyword lists at scale, which is a lifesaver if you’re running multiple campaigns.

WordStream’s Negative Keyword Tool is another solid option. It scans your search term reports and highlights low-performing keywords. It even groups similar terms together, so you can block entire categories at once. For example, if you see a bunch of searches for “used” or “second-hand,” you can add them all in one click.

Templates and Checklists to Make Your Life Easier

Even with the best tools, negative keyword research can feel overwhelming. That’s where templates and checklists come in. They give you a starting point so you don’t have to build everything from scratch.

Downloadable negative keyword lists are a great shortcut. Many PPC experts share industry-specific lists for free. For example, if you’re in e-commerce, you might find a list of words like “coupon,” “discount,” and “wholesale.” If you’re in SaaS, you might see terms like “open source” or “alternative.” These lists aren’t perfect, but they save you hours of brainstorming.

Checklists for auditing negatives keep you on track. A good checklist might include steps like:

Review search term reports weekly
Look for high-spend, low-conversion terms
Check for brand name misspellings
Update negative lists monthly
Test new negatives in a small campaign first

“The best negative keyword strategy isn’t about blocking as many words as possible. It’s about blocking the right words at the right time.”

Putting It All Together

Negative keyword research doesn’t have to be complicated. Start with free tools like Google Keyword Planner and Search Console. If you’re ready to level up, try a paid tool like SEMrush or Optmyzr. And don’t forget to use templates and checklists to stay organized.

The key is to keep refining your lists. What works today might not work next month. Set aside time every few weeks to review your search terms and update your negatives. Your budget will thank you.

Common Mistakes to Avoid with Negative Keywords

Negative keywords are like a filter for your PPC ads. They help block bad traffic and save money. But if you use them wrong, you can hurt your campaign more than help it. Many advertisers make simple mistakes that cost them good leads and waste budget. Let’s look at the biggest errors—and how to fix them.

Blocking Too Many Keywords (And Losing Good Traffic)

Some people think: “If I add more negative keywords, I’ll save more money.” But this can backfire. If you block too many words, you might stop showing ads to people who actually want to buy.

For example, imagine you sell premium headphones. You add “cheap” as a negative keyword because you don’t want bargain hunters. But what about someone searching for “affordable premium headphones”? They might still be a good customer—but your ad won’t show. The key is balance. Don’t block words just because they might bring bad traffic. Test first, then decide.

How to avoid this:

Start with a small list of negative keywords
Check search term reports to see what’s really wasting money
Ask: “Could this word still bring good leads in some cases?”

Ignoring Match Types (And Blocking the Wrong Terms)

Negative keywords work differently than regular keywords. If you don’t pay attention to match types, you might block more than you mean to.

Broad match negatives (e.g., free) will block any search with that word, like “free shipping” or “free trial.” This can stop good traffic.
Phrase match negatives (e.g., “free download”) only block searches with that exact phrase.
Exact match negatives (e.g., [free]) only block that one word in that exact order.

A common mistake? Using broad match negatives for words like “free” or “cheap.” Suddenly, your ad stops showing for “free shipping” or “cheap but high-quality.” Always use phrase or exact match unless you’re sure you want to block everything.

Forgetting to Update Negatives (And Wasting Money on Old Trends)

Search trends change all the time. A negative keyword that worked last month might not work today. For example:

In October, you add “Halloween” as a negative because you don’t sell costumes.
In November, you forget to remove it—but now you’re running a Black Friday sale.
Your ad won’t show for “Halloween Black Friday deals,” even though it’s relevant.

Seasonal words, new slang, and trending topics can all affect your negatives. If you don’t update them, you’ll miss out on good traffic.

How to stay updated:

Review negative keywords every 2-4 weeks
Check search term reports for new bad terms
Remove negatives that no longer apply

Blocking Competitor Names (Without Checking the Rules)

Some advertisers add competitor brand names as negatives. This can work—but it’s risky. Many platforms have rules about bidding on competitor terms. If you block them, you might miss out on people comparing products.

For example, if you sell Nike shoes, you might want to block “Adidas.” But what if someone searches “Nike vs Adidas”? Your ad won’t show, even though they’re comparing your brand. Instead of blocking competitor names, focus on making your ads better.

What to do instead:

Check your platform’s rules (Google Ads, Microsoft Ads, etc.)
If allowed, bid on competitor terms—but with better ads
Use negatives for truly bad traffic, not just competition

The Biggest Mistake? Not Testing

Negative keywords aren’t “set and forget.” You need to test them. Try running two versions of your campaign—one with new negatives, one without. See which performs better. Small changes can make a big difference.

The goal isn’t to block as many words as possible. It’s to block the right words. Start small, test often, and keep refining. Your budget will thank you.

Conclusion: Building a Scalable Negative Keyword Strategy

Negative keywords aren’t just a PPC trick—they’re your secret weapon for saving money and reaching the right customers. You’ve now got 20 powerful prompts to find words that waste your budget, from “free” and “cheap” to industry-specific terms like “crack” or “tutorial.” But knowing the prompts is just the start. The real magic happens when you apply them consistently.

Think of negative keywords like a filter for your ads. Without them, your campaigns attract everyone—including people who’ll never buy. With them, you focus only on high-intent searches that actually convert. For example, a luxury watch brand might block “affordable” or “knockoff,” while a SaaS company could exclude “open source” or “alternative.” The key? Match your negatives to your industry and goals.

Your 7-Day Action Plan

Ready to put this into practice? Here’s how to start:

Pick one campaign (don’t overwhelm yourself—start small).
Run a search term report to spot wasted clicks.
Apply 5-10 negative keywords from the prompts list.
Monitor performance for 3-5 days—did CTR or conversions improve?
Repeat weekly—add new negatives as you find them.

Remember, negative keywords aren’t a “set and forget” task. Trends change, competitors shift, and new irrelevant searches pop up. Schedule a monthly audit to review your lists and remove outdated terms. Tools like SEMrush or Optmyzr can automate this, but even a quick manual check works.

Why This Beats the Competition

Most advertisers focus only on what to target. But the smart ones also think about what to avoid. A well-optimized negative keyword list does two things:

Saves money by cutting wasted spend.
Boosts conversions by showing ads to the right people.

That’s how you turn a defensive strategy into a competitive edge. So grab your free negative keyword template, test a few prompts this week, and watch your PPC performance improve. Your budget (and your boss) will thank you.