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Negative keyword

A negative keyword restricts delivery for queries matching its rules.

Excluding unsuitable searches

  1. Example · selling new shoes
  2. Negative keyword · free
  3. Excluded under the match type
Illustrative example. Negatives do not use the same semantic expansion as positive keywords; check variants.

How it works

Choose the negative match type carefully and check it does not block useful searches.

Example

Example: A store without free products may exclude irrelevant requests for free samples.

Common mistakes

Negative matching does not behave identically to positive keyword matching.

How can you check this in practice?

Choose the negative match type according to queries to exclude. Check variants in Search terms: negatives do not expand to close variants like positives do. Test whether an overly broad word blocks a useful query.

Distinctions and limitations

Negatives restrict eligibility rather than increasing bids on remaining searches. With “free” as a negative, do not assume all synonyms or word forms are automatically excluded.

Official sources

Editorial responsibility: Biser Bozhinov · PPC Specialist

Updated: 05/11/2026

For a correction or question: office@z-consult.bg