Google Ads Search Terms and Negative Keywords: A Simple Guide for Stores
The search terms report shows what people typed before they clicked your ad. Learn to read it weekly and use negative keywords to stop wasting budget.
What the search terms report is
When you bid on a keyword, Google can show your ad for searches that are related to it, not only exact matches. The search terms report shows what people actually typed. It is the most honest view of where your money goes, and it is often where wasted spend hides.
How to review it each week
A quick example
| Search term | Decision |
|---|---|
| buy georgette saree online | Keep, it is a buyer |
| saree wholesale surat | Check, this may be a trader, not a customer |
| saree design free download | Block, not a shopper |
| saree stitching job | Block, a job seeker |
Negative keyword match types
Negative keywords have match types, and they work a little differently from regular keywords. Check Google's help centre for the current rules.
| Type | What it does |
|---|---|
| Broad negative | Blocks searches that contain all your negative words, in any order |
| Phrase negative | Blocks searches that contain your words in that order |
| Exact negative | Blocks only that exact search |
Common negatives for ecommerce
- free, download, pdf, template
- jobs, vacancy, salary, course
- repair, service, near me, if you only sell online
- wholesale or bulk, if you do not sell to traders
- used, second hand, if you sell new only
Use negative keyword lists
Google lets you create lists of negatives and apply them to several campaigns, which saves time. Keep a shared list for universal blocks and campaign-level negatives for specific cases. Also keep brand and non-brand campaigns separate so each has its own negatives. See branded search ads.
Next: Google Ads for ecommerce, a beginner guide. Want a team to handle this for you? See our Google Ads agency service in Surat.
Wondering how much of your spend is wasted?
We review your search terms and show you the waste in the free audit.
Frequently asked questions
A Google Ads report showing the actual searches people typed that triggered your ad, which can differ from the keywords you chose.
A word or phrase that stops your ad showing for searches containing it, so you do not pay for irrelevant clicks.
Weekly for most accounts, and more often when you launch a new campaign or raise the budget.
Yes, if you block too much or use the wrong match type. Add them carefully and check results after changes.
