Can keywords be negative in Google Ads? How do they work?

Yes, keywords can be negative in Google Ads. Negative keywords are a type of keyword match type that allows you to exclude certain search queries from triggering your ad. This can help you improve your ad relevance, reduce wasted ad spend, and increase your return on investment (ROI).

Here's how negative keywords work:

1. Identify irrelevant search queries: Review your search terms report regularly to identify irrelevant search queries that triggered your ad. These are search queries that are not relevant to your product or service and are unlikely to convert.
2. Add negative keywords: Add the irrelevant search queries as negative keywords to your campaign or ad group. You can add negative keywords as broad match, phrase match, or exact match, depending on how restrictive you want the exclusion to be.
3. Exclude irrelevant searches: Once you add negative keywords, your ad will no longer be triggered by search queries that match those keywords. This can help you improve your ad relevance and reduce wasted ad spend.

Here are some best practices for using negative keywords:

1. Use negative keyword lists: Create negative keyword lists for common irrelevant searches in your industry, such as "free" or "cheap," to exclude searches that are unlikely to convert.
2. Use negative keyword planner tools: Use negative keyword planner tools, such as the Google Ads Keyword Planner, to identify irrelevant search queries and add them as negative keywords.
3. Monitor and optimize: Regularly review your ad performance data, including click-through rate (CTR), conversion rate, and cost per conversion, and adjust your negative keyword list accordingly.

By using negative keywords effectively, you can improve your ad relevance, reduce wasted ad spend, and increase your ROI.