Intermediate55 minutesStep 3Pro

Google Negative Keywords: Shape Traffic with Rules

Negative keywords are not automatic deletes for low ROAS. Confirm intent, match type, impact scope, shared-list risk, and release conditions before blocking traffic.

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Review scope Reviewed against Shopify, Google Search, ads, analytics, and ecommerce operating workflows.

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Negative keywords are not automatic deletes for low ROAS. Confirm intent, match type, impact scope, shared-list risk, and release conditions before blocking traffic.

Diagnose the layer holding performance back, then improve search terms, bidding, budgets, landing pages, PMax, feeds, and value signals without giving up profit control.

Lesson outline

  1. 1Choose the negative keyword review window
  2. 2Collect candidate evidence
  3. 3Bucket by business intent
  4. 4Fill raw query and business fields
  5. 5Choose the negative match type
  6. 6Choose level and control surface
  7. 7Write change, review, and release conditions
  8. 8Copy the negative governance notes

Public core framework

  • Use a recent 14-30 day or 30-60 day window, and mark budget, bid strategy, PMax/Search structure, Feed, page, inventory, and promotion changes so structure shifts are not misread as negative keyword issues.
  • Pull raw query, campaign, ad group / asset group, cost, clicks, conversions, value, landing page, and order quality from Search terms, PMax search categories / terms, Shopping, GA4, Shopify Orders, and refund / support records.

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