Negative keywords example decisions by industry

Match the exclusion to the business context

These queries illustrate decisions under the stated offer assumptions. They are not performance claims or evidence that a word always wastes money. A query with no conversions can still be relevant, while a query with tracked form fills can still produce unsuitable leads. Confirm relevance, measurement and conversion delay in the search terms report.

The negative column shows the text to add, and the match type column supplies its setting. The non-Amazon tables use Google Ads behavior. Exact excludes the full query, phrase excludes that sequence within longer queries, and broad excludes queries containing all its words in any order. Consult the negative keyword match types guide before transferring decisions to another platform.

Dental clinic appointment campaigns

Assume the clinic advertises patient appointments and does not recruit, train dentists or sell equipment through this campaign. Keep treatment research when it can lead to care. Restrict service exclusions to the campaign whose offer does not match, rather than suppressing another department's appointments.

Use the dentists negative keyword library to distinguish employment and equipment demand from patient questions. Do not exclude pain, cost or insurance just because the query is exploratory. Those words often describe an appointment decision.

B2B SaaS subscription campaigns

Assume a paid business application with no downloadable desktop installer, no open source edition and a separate customer support journey. Technical language can indicate a serious buying requirement. Restrict exclusions to unsupported offers or unmistakable navigation intent.

Keep API, integration, pricing, alternatives and demo when the product supports them. A competitor comparison may be commercially valuable even when a competitor login query is irrelevant. The SaaS negative keyword library separates those paths.

Running shoes store selling new footwear

Assume the retailer sells new running shoes, does not sell sewing patterns and has no resale department. A buyer asking for discounts, reviews or wide sizes can still fit the offer. Avoid using a vague budget preference as a substitute for product relevance.

The broad repair manual exclusion requires both words and catches reversed order too. It would be unsuitable for a store selling repair manuals. For Shopping, distinguish product feed errors from query intent before excluding a whole product category.

Amazon seller promoting an adult running belt

Assume the advertised product is an adult running belt without a phone armband or children's version. Amazon Sponsored Products supports negative phrase and negative exact keyword settings. Its native close variations can apply, so use its search term report rather than Google matching assumptions.

A reported ASIN placement requires negative product targeting when the objective is to exclude that product target. It is not solved by putting the ASIN into a keyword negative field. The Amazon negatives guide explains this distinction.

Law firm advertising paid representation

Assume the firm accepts paid matters within defined practice areas and does not offer training or sell documents through the campaign. The reason for exclusion is the service mismatch, not the sensitivity of the legal issue. Review each term against the firm's intake criteria.

Keep consultation, settlement and lawsuit where they match the practice. Free consultation is compatible with a paid matter when that is the firm's offer. Do not confuse a free intake conversation with a request for ongoing unpaid representation.

Real estate buyer acquisition campaigns

Assume the campaign represents buyers of homes for sale and has no rental, commercial or licensing offer. Keep seller acquisition campaigns separate. Property searches may name a target location even when the buyer is physically elsewhere, so geography needs context.

Do not exclude rent across an account that includes property management. A home buyer may also ask about rental potential, which is a reason to prefer a complete rental-only query over a broad single-word rule.

Plumbing lead generation campaigns

Assume the advertiser provides paid residential repairs without selling parts, training apprentices or renting tools. A service query can include practical questions because the homeowner is deciding whether to call. Exclude clear self-service instructions only after checking that distinction.

Negatives that block good traffic

A bad negative often names a benefit or qualification the customer needs. Judge the complete query and intended campaign before generalizing. Review the universal negative keywords list for exception columns, then check active keyword and conversion conflicts.