← GlossaryPaid media
Negative Keywords
Negative keywords are search terms explicitly excluded from triggering an ad. Proper negative keyword lists prevent waste on irrelevant queries — 'free,' 'jobs,' 'DIY,' 'reviews complaints,' and competitor names depending on strategy. Mature accounts maintain 200-2,000+ negative keywords; new accounts that skip this leak 20-40% of spend on irrelevant clicks.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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