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All lessons in Google Ads for Beginners Lesson 1.5 of 24

Module 0: Introduction to PPC

  1. 0.1What is PPC?
  2. 0.2PPC vs SEO vs SEM
  3. 0.3How the Google Ads auction works
  4. 0.4PPC platforms compared

Module 1: Planning Your First Campaign

  1. 1.1Setting PPC goals
  2. 1.2Setting a Google Ads budget
  3. 1.3PPC keyword research
  4. 1.4Google Ads keyword match types
  5. 1.5Negative keywords

Module 2: Building the Campaign

  1. 2.1How to create a Google Ads account
  2. 2.2Campaign and ad group structure
  3. 2.3Location, language, and schedule
  4. 2.4Google Ads bidding strategies

Module 3: Writing Ads That Get Clicks

  1. 3.1How to write responsive search ads
  2. 3.2PPC ad copy formulas
  3. 3.3Google Ads assets
  4. 3.4PPC landing page best practices

Module 4: Tracking Results

  1. 4.1Google Ads conversion tracking
  2. 4.2What is Quality Score?
  3. 4.3PPC metrics that matter
  4. 4.4Google Ads search terms report

Module 5: Optimizing and Scaling

  1. 5.1Your first 30 days
  2. 5.2Common Google Ads mistakes
  3. 5.3Your PPC action plan

Negative keywords

In this lesson

  • What negative keywords are and why they save money
  • How negative match types differ from normal ones
  • How to build a starter negative keyword list

Short answer

Negative keywords are words you add so your ad does not show for certain searches. For example, adding “free” or “job” blocks people who will not buy. They cut wasted spend on irrelevant searches. Build a negative keyword list before launch, then add more weekly from your search terms report.

Why negatives matter

Say you sell aircon units in Davao. Without negatives, your ad may show for “aircon technician job hiring,” “how to fix aircon DIY,” or “aircon second hand free.”

Negative keywords filter out job, free, and DIY searches before they reach your adaircon price Davaoaircon technician jobinverter aircon near mefree aircon giveawayaircon DIY repairNegativekeywordsYour adshows only tobuyersblocks: job, free, DIY
Negatives stop clicks from people who will never buy.

None of these people will buy a new aircon. Each click still costs you. Negative keywords stop that.

How negative match types work

Negatives also have broad, phrase, and exact match. They work a bit differently:

Negative typeHow to type itBlocks searches that
Negative broadjobContain all the words, in any order
Negative phrase“second hand”Contain the exact phrase, in order
Negative exact[aircon]Are exactly that search, nothing more

One key difference: negatives do not cover close variants. If you block “job,” also add “jobs” and “hiring.”

Starter negative keyword list

Most small businesses can block these from day one, unless they apply to you:

  • Jobs: job, jobs, hiring, salary, vacancy, career
  • Free stuff: free, libre, download
  • DIY and learning: how to, tutorial, DIY, course
  • Second hand: used, second hand, surplus
  • Wrong places: cities or provinces you do not serve

You can save these as a negative keyword list in the Tools menu, then apply it to many campaigns at once.

Try it: block or keep

Searches for a Manila aircon shop that sells and installs new units:

Sort each item into the right group.

  • aircon installation Manila price

  • aircon technician job hiring

  • split type aircon for sale

  • how to clean aircon filter DIY

  • second hand aircon Tondo

  • inverter aircon near me

  • free aircon giveaway

  • aircon repair course TESDA

Quick quiz

1. Which negative keyword stops job seekers?
2. Do negative keywords cover close variants?
3. Which negative would hurt a shop that wants buyers?

Common mistakes

  • Blocking words you actually need. A negative like “price” would block your best buyers.
  • Forgetting plurals and variants. Negatives do not catch close variants.
  • Adding negatives once and stopping. New irrelevant searches appear every week.
  • Blocking single words that matter. Be careful with words like “cheap” if you sell budget items.

Your action

Write 20 negative keywords for your business using the starter list. Save them in a note. You will add them when you build your campaign in Module 2.

Key terms

Negative keyword
A word that stops your ad from showing for certain searches.
Wasted spend
Money spent on clicks that cannot become customers.
Negative keyword list
A saved group of negatives you can apply to many campaigns.
Irrelevant search
A search unrelated to what you sell.

Questions beginners ask

How many negative keywords should I have?

Start with 20 to 50, then add more each week.

Can negatives hurt my campaign?

Yes, if you block words your buyers use. Review them monthly.

Related lessons

Want someone to run your Google Ads while you learn? The team at Remar Digital can help.