Every click on your Google Shopping ads costs money. When those clicks come from searchers who have no intention of buying your products, you're paying for traffic that will never convert. Negative keywords are your defense against this wasted spend, allowing you to filter out irrelevant searches before they drain your budget.
Unlike Search campaigns where you bid on specific keywords, Shopping campaigns automatically match your products to search queries based on your product feed data. This automation is convenient but creates a problem: Google will show your products for searches that seem related but aren't actually relevant to what you sell. Negative keywords let you take back control.
In this guide, you'll learn how negative keywords work in Shopping campaigns, how to find the search terms wasting your budget, and how to build a negative keyword strategy that improves your ROAS without accidentally blocking valuable traffic.
In This Article
How Negative Keywords Work in Shopping Campaigns
In Google Search campaigns, you bid on keywords and your ads appear when users search for those terms. Shopping campaigns work differently. Google reads your product feed (titles, descriptions, categories, attributes) and automatically determines which searches should trigger your product ads.
This means you can't directly tell Google which searches to show your products for. You can only tell Google which searches to exclude. That's where negative keywords come in.
When you add a negative keyword to your Shopping campaign, you're creating a filter. Any search query that matches your negative keyword will be blocked, preventing your products from appearing in those results.
Example
You sell premium leather wallets. Google might show your products for searches like "cheap wallets" or "wallet repair" based on the word "wallet" in your titles. Adding "cheap" and "repair" as negative keywords prevents your ads from appearing for these irrelevant searches.
Negative keywords can be added at two levels in Shopping campaigns:
- Campaign level: Applies to all ad groups and products in the campaign
- Ad group level: Only applies to products in that specific ad group
For most advertisers, campaign-level negatives are sufficient. Ad group-level negatives become useful when you have different product categories that need different negative keyword treatments, particularly if you've structured campaigns around budget allocation tiers.
Understanding Negative Match Types
Negative keywords in Shopping campaigns support three match types, each providing different levels of blocking precision. Understanding these match types is crucial for effective negative keyword management.
Negative Broad Match
This is the default match type when you add a negative keyword without any special formatting. Your ad won't show when the search contains all the negative keyword terms, regardless of order.
| Negative Keyword | Blocked Searches | Not Blocked |
|---|---|---|
| running shoes | running shoes, shoes for running, blue running shoes | running sneakers, trail shoes |
Negative Phrase Match
Add quotes around your negative keyword. Your ad won't show when the search contains the exact phrase in that specific order, though additional words can appear before or after.
| Negative Keyword | Blocked Searches | Not Blocked |
|---|---|---|
| "running shoes" | running shoes, blue running shoes, running shoes sale | shoes for running, running sneakers |
Negative Exact Match
Add brackets around your negative keyword. Your ad won't show only when the search matches the exact term with no additional words.
| Negative Keyword | Blocked Searches | Not Blocked |
|---|---|---|
| [running shoes] | running shoes | blue running shoes, running shoes sale, shoes running |
Important
Unlike positive keywords in Search campaigns, negative keywords don't account for close variants. If you add "shoe" as a negative, it won't block "shoes." You need to add both variations.
Finding Negative Keywords in Search Terms Reports
The Search Terms report is your primary source for discovering negative keyword opportunities. This report shows the actual queries that triggered your Shopping ads, along with performance metrics for each.
Accessing the Search Terms Report
- Open Google Ads and navigate to your Shopping campaign
- Click Insights and reports in the left menu
- Select Search terms
- Set your date range (at least 30 days for meaningful data)
- Sort by Cost descending to see your biggest spenders first
Identifying Negative Keyword Candidates
Look for search terms that meet these criteria:
- High cost, zero conversions: Terms draining budget without results (similar to zero-conversion products)
- High impressions, low CTR: Terms where users see your ad but don't click (indicates poor relevance)
- Clicks but no conversions: Traffic that never converts
- Irrelevant intent: Searches for products you don't sell, DIY/repair queries, or informational searches
When analyzing search terms, consider the wasted ad spend each term represents. Tools like SKU Analyzer can help you identify products and search terms consuming budget without generating conversions, making it easier to spot patterns that indicate negative keyword opportunities.
Key Takeaway
Review your Search Terms report weekly, especially after launching new campaigns or products. The first 30-60 days typically reveal the most negative keyword opportunities as Google learns which searches to match your products against.
Common Negative Keyword Categories
Most negative keywords fall into predictable categories. Building your negative keyword lists around these categories helps ensure comprehensive coverage.
1. Competitor Brand Names
When users search for a specific competitor brand, they typically want that brand, not alternatives. Showing your products for competitor searches usually results in low CTR and poor conversion rates.
Add competitor brand names as phrase match negatives to avoid appearing in these searches. However, be selective. If you sell products that are genuinely compatible with or alternatives to competitor products, you may want to allow some competitor searches.
2. Non-Commercial Intent Terms
Users researching rather than buying often include terms that signal informational intent:
- how to, what is, why, tutorial, guide
- review, reviews, comparison, vs
- free, DIY, homemade
- repair, fix, troubleshoot
- jobs, careers, salary, hiring
3. Unrelated Product Modifiers
These terms indicate the user wants something different from what you sell:
- Price modifiers (if misaligned): cheap, discount, budget (if you sell premium products)
- Condition modifiers: used, refurbished, second hand (if you only sell new)
- Wrong product types: rental, lease, subscription (if you only sell products)
4. Wrong Geographic Terms
If you only ship to certain regions, add location-based negatives for areas you don't serve. This prevents clicks from users who will abandon checkout when they see shipping isn't available.
5. Product Categories You Don't Sell
Google sometimes matches your products to related but different product categories. If you sell laptop bags but not laptop sleeves, add "sleeve" as a negative. If you sell running shoes but not hiking boots, add "hiking" as a negative.
6. B2B vs B2C Modifiers
If you're a B2C retailer, consider blocking B2B-oriented terms:
- wholesale, bulk, supplier, distributor
- manufacturer, OEM, white label
- B2B, trade, commercial
How to Add Negative Keywords
Adding negative keywords in Google Ads is straightforward. Here's the step-by-step process:
Adding Negatives from the Search Terms Report
- Open the Search Terms report in your Shopping campaign
- Check the boxes next to the search terms you want to block
- Click Add as negative keyword in the blue bar that appears
- Choose the level (campaign or ad group) and match type
- Click Save
Adding Negatives Directly to a Campaign
- Navigate to your Shopping campaign
- Click Keywords in the left menu, then Negative keywords
- Click the blue + button
- Select Add negative keywords
- Choose the campaign or ad group
- Enter your negative keywords (one per line)
- Click Save
Pro Tip
When adding multiple negative keywords at once, you can specify match types inline: use quotes for phrase match ("keyword") and brackets for exact match [keyword]. Keywords without formatting default to broad match.
Using Negative Keyword Lists
Negative keyword lists are shared lists that you can apply to multiple campaigns. They save time and ensure consistency across your account, making them essential for advertisers managing multiple Shopping campaigns.
Creating a Negative Keyword List
- Click Tools & Settings (wrench icon) in the top menu
- Under Shared library, click Negative keyword lists
- Click the blue + button
- Name your list (e.g., "Competitor Brands" or "Non-Commercial Intent")
- Add your negative keywords
- Click Save
Applying Lists to Campaigns
- Open the negative keyword list
- Click Apply to campaigns
- Select the campaigns you want to apply the list to
- Click Apply
Recommended List Structure
Consider organizing your negative keyword lists by category:
| List Name | Contents | Apply To |
|---|---|---|
| Competitor Brands | Competitor brand names | All campaigns |
| Non-Commercial | DIY, how to, free, review, etc. | All campaigns |
| B2B Terms | Wholesale, bulk, supplier | B2C campaigns only |
| Wrong Products | Product types you don't sell | Specific campaigns |
Common Mistakes to Avoid
Negative keywords are powerful, but used incorrectly, they can hurt your campaign performance. Avoid these common mistakes:
1. Being Too Aggressive with Broad Match
Adding single-word broad match negatives can accidentally block valuable traffic. For example, adding "free" as a broad match negative would block "free shipping" searches, which are often high-intent buyers looking for shipping deals.
Solution: Use phrase or exact match for broad terms, or make them more specific (e.g., "free download" instead of "free").
2. Blocking Terms in Your Product Titles
If you add a negative keyword that appears in your product titles, you may block your own products from showing. Before adding a negative, check if it matches any of your product feed data.
Solution: Review your product feed titles and descriptions before adding new negatives. Use exact or phrase match for terms that might overlap with your products.
3. Not Monitoring Impact
Adding negative keywords without monitoring their impact can lead to lost traffic without realizing it. Always check your impression and click volume after adding significant negatives.
Solution: Note your baseline metrics before adding negatives. Check performance 3-7 days after to ensure you haven't over-restricted traffic.
4. Ignoring the Search Terms Report
Some advertisers set up negative keywords once and never revisit them. Search behavior changes over time, and new irrelevant queries will appear. Regular review is essential.
Solution: Schedule weekly or bi-weekly Search Terms report reviews. Make negative keyword maintenance a recurring task.
5. Not Using Negative Keyword Lists
Adding negatives individually to each campaign creates inconsistency and extra work. When you discover a new negative keyword, you have to remember to add it everywhere.
Solution: Use shared negative keyword lists. Apply them to all relevant campaigns so updates propagate automatically.
Key Takeaway
The goal of negative keywords is surgical precision, not carpet bombing. Block genuinely irrelevant traffic while preserving reach for searches that could convert. When in doubt, start with phrase or exact match rather than broad match.
Measuring the Impact of Negative Keywords
After implementing negative keywords, you should see improvements in several metrics:
- CTR increase: Your ads appear for more relevant searches, so a higher percentage of viewers click
- Conversion rate increase: Traffic quality improves when irrelevant clicks are filtered out
- ROAS improvement: Less wasted spend means better return on the money you do spend
- Lower CPA: With fewer non-converting clicks, your cost per acquisition drops
For a complete overview of these metrics, see our metrics glossary. Use the date comparison feature in Google Ads to measure before-and-after performance. Compare the 30 days before adding negatives to the 30 days after, looking specifically at the metrics above.
For deeper analysis, segment your data by product to see which products benefit most from negative keyword optimization. Tools like SKU Analyzer provide product-level analytics that help you understand how changes to your campaign settings affect individual SKU performance over time.
Frequently Asked Questions
Do negative keywords work in Google Shopping campaigns?
Yes, negative keywords work in Google Shopping campaigns, but differently than Search campaigns. Since Shopping ads are triggered by product feed data rather than keywords you bid on, negative keywords act as filters to prevent your products from showing for irrelevant searches. You can add negative keywords at the campaign or ad group level.
What is the difference between negative broad and negative phrase match in Shopping?
Negative broad match blocks your ad when all the negative keyword terms appear in the search query in any order. Negative phrase match blocks your ad when the exact phrase appears in the search query in that specific order. Negative exact match only blocks the exact search term with no additional words.
How many negative keywords should I add to my Shopping campaign?
There's no ideal number, as it depends on your product catalog and industry. Start by reviewing your Search Terms report weekly and adding 10-20 negatives based on irrelevant queries. Most mature Shopping campaigns have 100-500 negative keywords. Focus on quality over quantity, blocking genuinely irrelevant searches rather than adding negatives indiscriminately.
Can negative keywords hurt my Google Shopping performance?
Yes, overly aggressive negative keywords can reduce your reach and block potentially valuable traffic. Avoid adding negative keywords that are too broad or that match terms in your product titles. Always check impression and click volume before and after adding negatives to ensure you haven't accidentally blocked relevant searches.
Should I use negative keyword lists for Shopping campaigns?
Yes, negative keyword lists are highly recommended for Shopping campaigns. They allow you to maintain a master list of negative keywords and apply it across multiple campaigns, saving time and ensuring consistency. Create separate lists for different categories like competitors, irrelevant products, and non-commercial intent terms.
Conclusion
Negative keywords are one of the most effective ways to reduce wasted spend in Google Shopping campaigns. By filtering out irrelevant searches, you ensure your budget goes toward traffic that has a realistic chance of converting.
Start by auditing your Search Terms report to identify the biggest sources of wasted clicks. Combine negative keywords with analysis of low-performing products for comprehensive budget optimization. Build organized negative keyword lists that you can apply across campaigns and update regularly. Monitor your metrics after adding negatives to ensure you're improving performance without over-restricting reach.
Combined with other optimization tactics like product title optimization and custom label segmentation, a solid negative keyword strategy helps you build Shopping campaigns that deliver consistently strong ROAS. For a comprehensive approach to improving all aspects of your Shopping campaigns, see our complete optimization guide.