{"id":21329,"date":"2020-01-28T14:51:15","date_gmt":"2020-01-28T14:51:15","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/negative-keyword"},"modified":"2026-06-26T20:49:30","modified_gmt":"2026-06-26T20:49:30","slug":"negative-keyword","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/negative-keyword","title":{"rendered":"Negative Keyword"},"content":{"rendered":"

\"Negative<\/p>\n

Definition:<\/strong><\/p>\n

Negative keywords<\/em> <\/strong>are a type of keyword that prevents an ad from being triggered by a certain word or phrase. Through this keyword,<\/strong> Google Ads<\/a> is instructed not to show your ad to anyone who is looking for that particular phrase.<\/p>\n\n

Negative keywords in SEM<\/h2>\n

The process of adding negative keywords to an account is an important part of the marketing optimization process, as this allows you to eliminate search queries that are unlikely to be converted into a sale. A common use is to add general negative keywords such as “images<\/em>” or “jobs<\/em>” to a list of negative keywords that applies to various campaigns.<\/p>\n

Negative keyword example<\/h2>\n

If you add “TV<\/em> ” as a negative keyword in a particular campaign or ad group, AdWords is being instructed not to show your ad to any search that contains the term “tv<\/em>“. On the Display network, an ad is less likely to appear on a site when negative keywords match the content on that site.<\/p>\n

Frequently asked questions about Negative Keyword<\/h2>\n
\n
\nWhat is Negative Keyword?<\/summary>\n

Definition: Negative keywords are a type of keyword that prevents an ad from being triggered by a certain word or phrase. Through this keyword, Google Ads is instructed not to show your ad to anyone who is looking for that particular phrase. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n

\nWhat is Negative Keyword used for in digital marketing?<\/summary>\n

It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n

\nHow is Negative Keyword related to a digital strategy?<\/summary>\n

It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n

\nWhat should be considered when working with Negative Keyword?<\/summary>\n

It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n