A search for “hearing aid jobs” and a search for “hearing aid consultation near me” contain similar words, but they point to different needs. A practice advertising patient appointments has a reason to pursue one and question the other.
Negative keywords exclude searches that match terms you specify. Used thoughtfully, they help keep a Google Ads Search campaign focused on the services you want to promote. The goal is to reduce irrelevant traffic without shutting out people who could benefit from contacting your practice.
Start With What Your Practice Actually Offers
Before building an exclusion list, confirm the campaign’s purpose with the practice. Which services are being promoted? Which locations provide them? Does the office offer pediatric appointments, hearing aid repairs, or other services that might appear in search queries?
These details matter. A search for “audiology degree programs” is unlikely to fit a patient-appointment campaign. A search for “hearing aid repair near me” could be relevant if repairs are offered. The same phrase can be useful for one practice and unsuitable for another.
Treat examples as starting points for discussion, not a universal list to paste into every account. Ask the practice to explain ambiguous services or terminology before excluding them. A list built on assumptions can hide genuine opportunities.
Read the Searches Behind the Clicks
Google’s search terms report shows searches that triggered ads and provides performance information. It is different from your keyword list: keywords are the targeting terms in the account, while search terms are what people actually searched.
Review the full query alongside the campaign it triggered. “Audiologist salary” suggests employment research; “audiologist appointment cost” suggests a question about care. Both mention audiology, but only looking at that shared word would miss the difference in intent.
Google does not display every query in the report because of privacy thresholds. Use the available terms as evidence, not a complete record. Ask the advertising team about recurring themes and confusing inquiries without sharing patient names, symptoms, or appointment details.
Choose the Match Type Deliberately
Google’s negative match types determine which searches an exclusion blocks. Negative broad match blocks searches containing all the specified words, in any order. For example, audiology jobs could block “jobs in audiology” but would not, by itself, block “audiology careers.”
Negative phrase match blocks searches containing the specified words together in that order. For example, “audiology jobs” could block “local audiology jobs” but would not, by itself, block “jobs in audiology.” Choose it when the particular phrase is what makes the search unsuitable.
Negative exact match blocks the specified terms in order without additional words. For example, [audiology jobs] could block “audiology jobs” but would not, by itself, block “audiology jobs near me.” Not being blocked by one negative does not mean an ad will necessarily appear.
Watch for Exclusions That Go Too Far
A broad exclusion such as “free” deserves a closer look. If the practice promotes a complimentary consultation, blocking that word could conflict with the offer. Excluding “cost” or “price” could remove people who are considering an appointment but need to understand the expense.
Likewise, do not automatically exclude “repair,” “insurance,” or a hearing aid brand. Confirm what the practice offers and what the campaign is meant to attract. A specific irrelevant phrase may be a better candidate than a single word that also appears in useful searches.
Before applying an exclusion, write down two or three searches you still want to reach and check them against the proposed negative and match type. Google warns that overlapping negative and regular keywords can prevent an ad from showing. Review conflicts before saving changes.
Apply Exclusions at the Right Level
Google supports negative keywords for particular ad groups and campaigns, as well as broader account-level exclusions. Choose the narrowest scope that solves the problem. A restriction intended for one service should not quietly limit another service’s campaign.
For example, a practice might promote adult hearing evaluations and pediatric services separately. A pediatric-related search may not fit the adult campaign but could fit the other campaign. That is a reason to review campaign organization, not automatically block pediatric terms across the account.
Shared negative keyword lists can simplify consistent exclusions across selected campaigns, but a change affects every campaign using that list. Check where a list is applied and record why each exclusion belongs there. Reserve account-wide exclusions for terms genuinely unsuitable across the relevant campaigns.
Keep the Ad and Landing Page Aligned
Removing irrelevant searches is only part of campaign management. A relevant search still needs an accurate ad and a clear next step. If an ad promotes a hearing evaluation, the destination should explain that appointment and how to request it.
AuDSEO’s paid advertising services use landing pages tailored to PPC campaigns. These dedicated pages serve a different purpose from a general homepage. They can keep the advertised service, practice location, and call to action together so visitors can understand what to do next.
When reviewing an apparent mismatch, ask whether the search itself is wrong or whether the ad and landing page need attention. A suitable search should not be excluded simply because the page fails to answer a reasonable question about the service.
Review Results as the Practice Changes
Keep a brief change record with the negative keyword, match type, scope, date, and reason. This gives the advertising team context when performance changes and makes it easier to revisit an exclusion that no longer fits.
Look beyond a lower click count. Review relevant inquiries and appointment requests alongside spend and the campaign’s agreed goals. Fewer irrelevant clicks can be useful, but fewer clicks alone do not establish better performance. Avoid judging a change from a handful of searches.
Revisit exclusions when services, locations, offers, or campaign priorities change. If the practice begins offering a service that was previously excluded, check the old list before promoting it. Have the team distinguish the effect of exclusions from other changes made at the same time.
FAQs
Will negative keywords guarantee more appointments?
No. They can help filter unwanted searches, but results also depend on demand, budget, ad quality, the landing page, and the practice’s response to inquiries. Evaluate the full path rather than treating an exclusion list as a guarantee.
Should we exclude every search about cost?
No. Cost questions can come from people seriously considering care. Review the complete query, the practice’s offering, and campaign results before deciding. Do not assume that someone asking about price is an unsuitable prospective patient.
Do negative keywords cover every variation?
No. Negative keywords do not automatically expand to synonyms or singular and plural forms. Google’s current search terms guidance says capitalization and misspellings are handled automatically. Check needed word variations rather than assuming a negative works like a positive keyword.
How often should the list be reviewed?
Agree on a review cadence with your advertising team and revisit it when launching campaigns or changing services. Use enough data to understand patterns, while addressing clearly irrelevant searches promptly. There is no single review interval that fits every practice.
Make Search Campaigns More Relevant
A useful negative keyword list reflects your practice’s actual services and the searches your campaigns attract. Pair careful exclusions with clear ads and dedicated landing pages. Contact AuDSEO to discuss paid advertising management for your hearing care practice.
