Learn more about excluded terms (or negative keyword themes) with Google Ads.
What is an excluded term?
Excluded terms (or negative keyword themes) are words or phrases that you want to make sure your ad does not appear for when people are searching.
Excluded terms are not relevant for your business and help narrow your audience to make sure you're targeting the right people. Choosing good excluded terms also ensures your budget is spent effectively.
How do I pick my excluded terms?
It is important when picking excluded terms to understand what words and phrases you don't want to appear in searches for. These could be words that are similar to what you offer but have a different definition or product use.
For example, if you sell eyeglasses, you might want to add 'wine glasses' or 'drinking glasses' as excluded terms.
Note: Choose your excluded terms carefully. If you have too many excluded terms, your ads might reach fewer customers.