How to Use Negative Keywords in Apple Ads

Name: Intent+
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By Intent+ Team · July 5, 2026 · 7 min read · Playbook

Negative keywords are the cheapest optimization in Apple Ads. Used well, they cut 20–30% of wasted spend — not by reducing reach, but by stopping your budget from burning on searches that will never convert for your app.

Why Negative Keywords Matter

Broad match and Search Match are designed to find demand you didn't think to target. They succeed — and they also surface irrelevant queries that bill at the same CPT as your best keywords. Negatives are the filter that cuts the waste while preserving the volume.

Exact vs Broad Negatives

Exact match negatives block only that precise query. Broad match negatives block any query containing that word. Use exact for routing logic between campaigns. Use broad sparingly — they can accidentally block converting queries where the same word appears in a legitimate search.

A Five-Step Negative Keyword Workflow

1: Pull the search term report weekly. 2: Filter for zero-conversion terms with 5+ taps. 3: Verify they don't share words with converting queries. 4: Add as exact-match negatives at the appropriate campaign level. 5: Repeat — negatives are maintenance, not a one-time setup.

Frequently Asked Questions

Where do I add negatives in Apple Ads? Exact vs broad match? How many should I have? Can negatives lower CPT? Do they hurt reach?