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Digital Marketing
Negative keywords stop your search ads showing for searches you do not want, such as "free", "jobs", or unrelated meanings of your keywords.
They are added at campaign or ad-group level, or as shared lists across an account. Reviewing the search terms report regularly reveals which ones to add.
Match types apply here too, so a negative can block a single word, a phrase, or an exact search.
Example
A paid web development course adds "free" and "jobs" as negatives after seeing budget spent on "free web development course" and "web developer jobs".
Why it matters
Negatives are one of the quickest ways to cut wasted spend and lift conversion rate in a search campaign.
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Digital Marketing
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