
In Google Shopping, Google does not use keywords in the same way as traditional search ads. Instead, Google reviews the product titles and descriptions to determine which terms are significant for triggering these ads. However, it may sometimes trigger search terms that do not align closely with the product. This is why you need to add negative keywords to your Google Shopping ads.
What are Google Shopping Negative Keywords?

Negative keywords are a tool that prevents your ads from showing to users searching for content related to those specific terms. You can choose to create negative keywords at the campaign or ad group level. For example, if you sell high-end luxury watches, you would add relevant negative keywords like “cheap” or “affordable” to ensure that your ads do not appear when someone searches for inexpensive watches.
The Necessity of Adding Negative Keywords

Google Shopping does not rely on traditional keywords. It analyzes product titles and descriptions to determine which keywords are relevant to the product. However, this approach can lead to the triggering of irrelevant keywords, which can increase advertising costs. Additionally, if ads are displayed but not clicked, Google may reduce their frequency of display.
Key Points for Finding Negative Keywords in Google Shopping Ads
- General Negative Keywords: Some keywords are unrelated to your product and are applicable to most advertisers. For example, in online retail, you might consider using campaign-level negative keywords such as “cheap,” “trial,” “voucher,” “review,” “free,” or “discount.”
- Find the Search Terms Report: This report provides you with a list of the terms users searched for, along with metrics such as impressions, clicks on ads, and actual purchase conversions. By reviewing this report, you can identify which terms do not help increase sales or match your products.
How to view the search terms report:- Log into your Google Ads account.
- Navigate to the “Insights & Reports” section in the left sidebar, then click on “Search Terms” in the page menu.
- You will see all information about search terms. You can change the data metrics by clicking on the column icons. To save the data, click the three-dot icon and select “Download.”
- Identify Poor-Performing Search Terms: When reviewing user search terms, look for those that may have low relevance to your product or poor performance. For example, some terms may incur high costs without generating sales, or they may be frequently searched but not clicked. If a term does not generate revenue for you, consider adding it to your negative keyword list.
- Create a Negative Keyword List:
Step 1: Prepare your list of negative keywords in advance, then click the tool icon at the top of the Google Ads screen. From the “Shared Library” section, select “Negative Keyword Lists.”

Step 2: Click the blue plus icon to name your new list and enter your prepared negative keywords (ensure you use the correct matching options).

Step 3: If you want to add negative keywords to existing campaigns, go to that campaign, then to the “Keywords” section, and navigate to “Negative Keywords.”

Step 4: Select “Use Negative Keyword List,” choose your list, and click save
Frequently Asked Questions
Why can’t I add negative keywords to my Google Shopping campaign?
If you cannot add negative keywords to your Google Shopping campaign, check whether you have the necessary editing permissions. If your Google Ads account is paused or restricted, you may not be able to make changes to negative keywords. Occasionally, there may be technical issues, so try refreshing your browser and then proceed.
Are there restrictions on the number of negative keywords that can be used in shopping ads?
Each list can contain a maximum of 5,000 negative keywords, and you can create up to 20 different lists within your account, which can be used across multiple campaigns simultaneously.
Why are my negative keywords not working?
Make sure to check if the date selection for the report is correct.