Negative Keywords


Negative keywords are keywords that are filtered out to prevent ad serves on them. This avoids irrelevant click-through charges (e.g., for products that you do not sell).

Microsoft adCenter (now called Bing Ads) has also called them “excluded keywords.”

Formatting negative keywords varies by search engine; but they are usually designated with a minus sign.[1][2]



  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ SEMPO (Search Engine Marketing Professional Organization), SEM Glossary.

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