Google Ads
Google Ads Negative Keywords for Ecommerce: What to Look For
Negative keywords stop Google from showing ads for searches you deliberately do not want. They are essential, but bad negative keyword management can block valuable customers just as easily as it saves waste.
Look for recurring irrelevant intent
Common categories include: jobs/careers; free downloads; repairs when you sell new products; DIY/how-to when the product is not relevant; wholesale when you only sell retail; used/second-hand; unrelated meanings of the same word. The correct negatives depend on the business. Do not import a generic 1,000-word list blindly.
Use the search terms report
Patterns matter more than one odd query. If several variations show the same irrelevant intent and consume meaningful spend, add an appropriate negative at the right level.
Be careful with commercial research searches
Terms containing "review," "best," "vs" or "alternative" may look informational but often sit very close to purchase. Excluding them automatically can remove valuable customers.
Review shared lists and account-level exclusions
A negative added years ago can quietly block a new product category. Audit old exclusions when the business changes. Negative keywords should make the traffic more relevant, not merely make the search term report look cleaner.
Want a straight answer for your account?
If irrelevant Google queries are consuming budget or you inherited a large negative keyword list you no longer trust, contact us.