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About negative keywords

Negative keywords let you exclude search terms from your campaigns.

This feature can help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).

This article explains how negative keywords work and when they might be useful. Learn more about how to Add negative keywords.

How they work

One key to a highly-targeted campaign is choosing what not to target. Because keywords can target a broad set of phrases, it’s important to see whether every term is related to your business.


Let's say that you're an optometrist who sells eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and "drinking glasses."

When selecting negative keywords, look for search terms that are similar to your keywords, but might cater to customers searching for a different product.

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