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Traffic and channels

Negative keywords

Also called negative keyword, negative search terms, exclusion keywords.

Short answer

Negative keywords are search terms an advertiser excludes in Google Ads or Microsoft Advertising so the ad is not shown on irrelevant searches. A PPC affiliate uses them to filter out searches with weak buying intent such as 'free' – and to comply with bans on bidding on the store's brand name.

Definition of Negative keywords.

A negative keyword tells the ad platform which searches a campaign must not appear on. If a user searches for 'projector free' and 'free' is a negative keyword, the ad is held back and no click is paid for. Negative keywords come in broad, phrase and exact match – but unlike ordinary keywords they do not match synonyms, so variants have to be added by hand.

For a PPC affiliate, negative keywords are the difference between buying clicks and buying customers. Every click costs money before any commission comes in, so searches with low buying intent – 'free', 'crack', 'used', 'job' – have to go. A maintained negative list raises CTR, because the ad is only shown where it is relevant, and the conversion rate, because the paid clicks are better qualified.

Negative keywords are also the compliance tool in affiliate marketing. Many program terms forbid affiliates to bid on the store's brand name, and the reliable way to comply is to add the brand – with spelling variants – as a negative keyword in every campaign. That way broad match cannot accidentally trigger the ad on a brand search.

How it goes wrong

  • 01

    Overly aggressive lists choke volume

    Words such as 'cheap' or 'deal' can look like weak buying intent but convert in many niches. Exclude based on the search terms report – not gut feeling – and review it regularly.

  • 02

    The variants are forgotten

    Negative keywords do not match synonyms. Block 'free' and the ad is still shown on 'no charge'. A brand ban requires the brand name, compounds and typical misspellings all to be added as negatives.

  • 03

    Automated campaign types steer themselves

    In highly automated campaign types, control over search terms is limited, and negative lists are the most important steering tool left. Without them, the algorithm alone decides which searches the affiliate's budget is spent on.

At Affilyflow

Negative keywords in practice

Stores on Affilyflow can write channel and brand rules into the program terms – for example that the brand name must be a negative keyword for affiliates who run paid search traffic. Affilyflow does not enforce the rules technically; the terms are part of the agreement, and the store has the program's approval period (30–90 days) to reject a sale with a reason the affiliate can read.

Frequently asked questions

What are negative keywords in Google Ads?

Negative keywords are search terms that exclude an ad from being shown on certain searches. If 'free' is a negative keyword, the ad is not shown when someone searches for the product name plus free. They come in broad, phrase and exact match and are used to focus the budget on relevant searches.

Why are negative keywords important for affiliates?

A PPC affiliate pays for every click before the commission comes in. Negative keywords remove searches with weak buying intent, so the budget reaches users with real buying intent – which raises both CTR and conversion rate. They are also used to comply with program terms that forbid bidding on the store's brand name.

Should I add the store's brand name as a negative keyword?

Yes, if the program forbids brand bidding – many program terms do. Add the brand name, compounds and common misspellings as negative keywords in every campaign, so broad match does not unintentionally show the ad on brand searches. Breaches are a frequent reason for rejected sales and terminated partnerships.

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