A keyword within a paid search campaign that requires your text ad NOT be served if it appears within the query. These are used to filter out words unrelated to your product or service ensuring that you do not receive traffic from, and have to pay for, click throughs that will not be qualified. For example, if you are advertising for cruise ships and your keyword is “cruise”, you can add “Tom” to your list of negative words as you do not want Web surfers looking for information on Tom Cruise to click your paid search ad.
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