Negative keywords are terms you exclude so your ads do not appear for irrelevant searches. They prevent wasted spend on clicks that could never convert, improving efficiency without reducing valuable traffic. Maintaining them is ongoing work, not a one-time setup.

Negative keywords are where a large share of wasted ad spend gets recovered, and most accounts neglect them after launch. Search behavior changes constantly, so irrelevant queries creep in continuously. Reviewing what people actually searched before clicking, and excluding what does not fit, is often the fastest way to cut cost without cutting results.

Example:

Excluding searches containing free, jobs, or DIY stops paying for clicks from people who were never going to become customers.

Why do negative keywords need ongoing maintenance?

Search behavior changes constantly, so new irrelevant queries appear over time. A one-time setup stops protecting spend within months.

How do you find negative keywords to add?

By reviewing the actual search terms that triggered your ads and excluding those that could never lead to a qualified customer.