Google AdsPaid AdvertisingNegative Keyword Analysis
Negative keyword analysis evaluates the effectiveness of your Google Ads negative keyword strategy in preventing ads from showing for irrelevant search queries. It measures wasted spend avoided, impression quality improvement, and the impact on overall conversion rates from excluding non-converting search terms.
Google Ads metric
Negative keyword analysis evaluates the effectiveness of your Google Ads negative keyword strategy in preventing ads from showing for irrelevant search queries. It measures wasted spend avoided, impression quality improvement, and the impact on overall conversion rates from excluding non-converting search terms.
Full guide: definition, formula, and benchmarksWhy Negative Keyword Analysis matters for Google Ads users
Without negative keywords, Google Ads shows your ads for loosely related search terms that attract clicks but not conversions. A software company bidding on "project management" without negative keywords may pay for clicks from students searching for coursework rather than professionals seeking tools.
Mapping negative keyword impact into your metric tree quantifies the budget saved and efficiency gained from excluding irrelevant terms. This makes the ROI of negative keyword management visible and justifies continued investment in search term hygiene.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Negative Keyword Analysis with KPI Tree
KPI Tree connects search term and negative keyword data from your warehouse. Track the impact of negative keyword additions on CPA, conversion rate, and wasted spend over time.
Assign RACI ownership to your paid search specialist. Set alerts when search term reports reveal new high-spend non-converting terms and track negative keyword additions against their impact on account efficiency.
Get started with your Google Ads data
MCPPull metrics from Google Ads directly through the Model Context Protocol.
Connect your existing warehouse where Google Ads data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Ads metrics Ready to add to your trees.
Search Term Analysis
Paid AdvertisingSearch term analysis examines the actual search queries that trigger your Google Ads, comparing them against your targeted keywords. It identifies high-performing search terms worth promoting, irrelevant queries worth excluding, and emerging search patterns that reveal new opportunities.
View metricCost per Acquisition
Paid AdvertisingCost per Acquisition = Total Ad Spend / Total Conversions
Cost per acquisition measures the average amount spent on Google Ads to acquire one conversion. It combines click costs and conversion rates into a single efficiency metric that represents the true cost of each customer action generated through paid search.
View metricConversion Rate
Paid AdvertisingConversion Rate = (Conversions / Clicks) x 100
Conversion rate measures the percentage of Google Ads clicks that result in a defined conversion action - such as a purchase, signup, form submission, or phone call. It quantifies how effectively your ads and landing pages turn paid traffic into measurable business outcomes.
View metricKeyword Performance Analysis
Paid AdvertisingKeyword performance analysis evaluates how individual keywords and keyword themes perform across Google Ads campaigns. It examines click-through rates, conversion rates, cost per acquisition, and revenue attribution at the keyword level to identify your most and least profitable search terms.
View metricClick-Through Rate
Paid AdvertisingClick-Through Rate = (Clicks / Impressions) x 100
Click-through rate measures the percentage of Google Ads impressions that result in a click. It indicates how relevant and compelling your ads are to the audience seeing them, serving as a primary signal of ad-audience alignment and creative effectiveness.
View metricExplore Negative Keyword Analysis across integrations
All Google Ads metrics
Ad Copy Testing AnalysisAd Frequency AnalysisAudience Segmentation AnalysisAverage PositionBid Strategy Performance AnalysisBudget Allocation AnalysisCampaign Attribution AnalysisClick-Through RateCompetitive AnalysisConversion RateCost per AcquisitionCost per ClickCross-Campaign Performance AnalysisCustomer Lifetime Value (Ads)Dayparting AnalysisDevice Performance AnalysisExtension Performance AnalysisGeographic Performance AnalysisImpression Share Lost to BudgetImpression ShareKeyword Performance AnalysisLanding Page Performance AnalysisQuality ScoreReturn on Ad SpendSearch Term AnalysisSeasonal Trend AnalysisEmpower your team to understand and act on Google Ads data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
