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Negative keyword match types explained, with examples

By Abhishek Pal, performance marketer (apships.com). Last updated 2026-11-01.

Negative keyword match types determine which searches an exclusion can block. My starting approach is exact for a specific unwanted query, phrase for a reviewed intent pattern, and no broad negatives in this workflow. Choose the match type and campaign scope before adding anything.

How broad, phrase, and exact negatives work

These are Google's negative matching rules. The table combines its five example searches for the negative running shoes. Each result concerns this exclusion alone.

SearchBroadPhraseExact
blue tennis shoesNot blockedNot blockedNot blocked
running shoeNot blockedNot blockedNot blocked
blue running shoesBlockedBlockedNot blocked
shoes runningBlockedNot blockedNot blocked
running shoesBlockedBlockedBlocked

For entry syntax, use square brackets for exact and quotation marks for phrase. Broad uses neither. Google directs advertisers to these symbols in its negative keyword setup instructions and documents them in its matching options guide. Check the selected match type before saving.

Negative matching differs from positive matching

A positive exact keyword can match searches with the same meaning or intent. The word exact therefore does not mean identical text in positive targeting. Google explains this in its positive match type guide. Read negative rules separately before importing a list.

Negatives do not inherit positive close-variant expansion. Add synonyms and singular or plural forms separately when needed. There is an exception: Google's current guidance says casing and misspellings are handled automatically. See its current negative keyword guidance.

Do not turn a singular exclusion into a reason to add every plural you can think of. Google's account-level guidance illustrates the separation between singular and plural forms. My recommendation is to review the intent of each form before adding it.

Use exact for competitor names and free searches

I recommend exact match for an unwanted competitor query after checking the campaign's purpose. In a hypothetical example, [rivalco] is a candidate when you do not want the standalone competitor-name search. Do not exclude it merely because it names another business. First check whether comparison shoppers belong in this campaign.

Apply the same approach to free searches: review the whole query and propose an exact exclusion for the unwanted version. In a hypothetical example, [free] does not block free delivery shoes. That follows Google's negative exact definition: additional words change whether that exclusion applies.

For a recurring intent cluster, consider a phrase only after reading the queries behind it. In a hypothetical example, a paid training provider might review an interview questions cluster separately from course enquiries. Write down why that intent is unwanted before choosing phrase. I recommend never using broad negatives in this review workflow; keep each decision narrow enough to explain.

When adding terms directly from a Search campaign's report, Google says the default negative type is exact. Still check the final selection and where it will apply. See Google's report-to-negative instructions.

Use shared lists and account-level negatives deliberately

A negative keyword list can be attached to several campaigns. Editing that list changes the exclusions for every campaign using it. Google explains this in its negative keyword list guide. I recommend naming lists by the business reason for exclusion and checking attached campaigns before each edit.

Account-level negatives apply automatically across eligible Search and Shopping inventory in relevant campaign types, including Performance Max. They are managed through Admin, Account settings, then Negative keywords. Google documents the scope and a limit of 1,000 entries in its account-level instructions.

Use that wider scope only for terms you would reject across the business. In a hypothetical example, wholesale may be unwanted in a retail campaign but useful in a trade campaign. I would keep that decision local to the relevant campaign instead of adding it to an account-wide list.

Where Performance Max stands in 2026

Performance Max supports campaign-level negatives and existing negative keyword lists, as well as account-level negatives. They affect Search and Shopping inventory. Google's Performance Max instructions describe adding them from Keywords, then the Negative keywords tab, choosing the campaign, and saving the entries or selected list.

Keep that scope in mind when reviewing a change. An exclusion for Search and Shopping is not a control for every Performance Max channel. Review Performance Max separately from the Search and Shopping campaign exports used by this tool, which sets Performance Max rows aside.

Review monthly without setting an addition quota

I recommend a monthly review rather than one giant import. For every proposed negative, record the query, campaign, match type, observed spend, conversions, reason, and review date. Keep uncertain terms on a watch list. A month with no justified additions is a valid result.

Before accepting a zero-conversion flag, account for delayed conversions. Recent clicks may produce results later, as Google's conversion-delay guidance explains. In a hypothetical example, $120 of spend with no conversions yet is a review item, not proof of $120 in recoverable savings.

Check three mistakes that can cost sales

To prepare candidates for this review, use the search-term review at negatives.apships.com. Upload a Search or Shopping search-terms CSV for a free summary; the $39 full report includes a paste-ready file using exact or phrase suggestions only. No account access or login is required, and the file is deleted after the run. Savings are estimates. Review every suggestion before applying it.

Questions

Which negative keyword match type should I start with?
My starting recommendation is exact for a specific unwanted query. Consider phrase for a recurring intent pattern after reviewing relevant searches. This review approach does not use broad negatives.
Do negative keywords cover plurals and misspellings?
Google says negatives handle casing and misspellings automatically. Synonyms and singular or plural forms need separate entries if you want to exclude them.
Can Performance Max campaigns use negative keywords?
Yes. Google supports campaign-level negatives, existing negative keyword lists, and account-level negatives for Performance Max. These controls apply to Search and Shopping inventory, not every Performance Max channel.
How many negative keywords should I add each month?
Use no fixed quota. Review the search terms monthly and add only exclusions you can justify by query, campaign, and intent. Keep uncertain queries on a watch list instead of importing a giant generic list.

Sources

Have an export ready? The search-term review finds the wasted spend in it for free. The full report is $39. Run it on your file.

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