Negative keywords

A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.

  • For example, when you add "free" as a negative keyword to your campaign or ad group, you tell AdWords not to show your ad for any search containing the term "free." On the Display Network, your ad is less likely to appear on a site when your negative keywords match the site's content.
  • A similar term is negative match, one of the four keyword matching options that is used to describe negative keywords.
  • Add negative keywords on the Keywords tab by clicking "Negative keywords" below the main table.
  • Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.

More about negative keywords
About keyword matching options
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