How to choose negative keywords

Negative keywords are those search terms on which you don’t want to be sponsored on, such as those that are irrelevant or misleading. Saving budget and improving efficiency.


Let’s suppoe you’re selling an iPhone 10 cover, then you’ll want to exclude “Samsung”, “Galaxy”, “Huawei”, “Android” or “iphone 7”, “iphone 6”.

How to find negative keywords ideas

You can find good candidates by searching through search terms that have not generated orders yet. Go to Targeting > Negative Targeting > Suggestions.

Here you will find the most frequent words found in search terms that have not yet resulted in orders. Of these, some will still need time, but others you’ll already know right away that they don’t relate to your product so you can exclude the sub-word to phrase.

In this case we can exclude all terms that include “samsung” as a negative to phrase (big red button), or scrolling through search terms we can exclude only “waterproof”.

How to exclude competitors' pages (PAT)?

When you add a negative phrase keyword we automatically remove from targeting all competitors that have that word in their product title.

When should I use exact match negatives?

In most cases you’ll want to add these words as a negative phrase match. Use exact match only when you are not relevant to that specific term but if the customer puts it within a longer search term it may be relevant. For example, if you sell an iphone cover, the product is not relevant to people searching for “iphone” (meaning the phone) but instead “iphone cover” is relevant.

You don’t need to worry excluding relevant “short tail” keywords (e.g. “cover” ) as negative exact match, because Advigator sets a bid per click proportional to its conversion rate.