Negative keywords are a type of keyword used in pay-per-click (PPC) advertising campaigns to prevent ads from appearing for specific search queries. They are the opposite of regular keywords, which are used to trigger ads for relevant search queries.
When setting up a PPC campaign, advertisers can specify a list of negative keywords that they do not want their ads to appear for. For example, suppose an advertiser is selling luxury watches. In that case, they may choose to add “cheap watches” as a negative keyword to prevent their ads from appearing for users who are looking for affordable options.
By using negative keywords, advertisers can avoid wasting their advertising budget on clicks from users who are unlikely to convert. This helps improve their campaigns’ overall performance by targeting only the most relevant and profitable search queries.
Negative keywords can be added at the campaign or ad group level, depending on the advertiser’s specific needs. They can also be updated or modified at any time to reflect market or business objectives changes.
Overall, negative keywords are an essential tool for PPC advertisers looking to maximize the ROI of their campaigns. By preventing ads from appearing for irrelevant search queries, advertisers can focus their budget and resources on the most profitable keywords and achieve better results from their advertising efforts.