Definition:
Negative keywords are a type of keyword that prevents an ad from being triggered by a certain word or phrase. Through this keyword, Google Ads is instructed not to show your ad to anyone who is looking for that particular phrase.
Negative keywords in SEM
The process of adding negative keywords to an account is an important part of the marketing optimization process, as this allows you to eliminate search queries that are unlikely to be converted into a sale. A common use is to add general negative keywords such as “images” or “jobs” to a list of negative keywords that applies to various campaigns.
Negative keyword example
If you add “TV ” as a negative keyword in a particular campaign or ad group, AdWords is being instructed not to show your ad to any search that contains the term “tv“. On the Display network, an ad is less likely to appear on a site when negative keywords match the content on that site.