What is a Negative Keyword A negative keyword is a keyword matching option that will not trigger your ads for any search queries containing that term. If your goal is to find qualified leads, negative keywords will help filter out some of the traffic that you do not want. For example, if you are selling ‘shoes’, but you do not sell ‘kids shoes’, you can add ‘kids’ as a negative keyword. Therefore your ad will not be shown to a searcher looking for ‘kids shoes’. Negative keywords can be added at two different levels, at a campaign level and at an Ad Group level. Benefits of Negative Keywords 1. Your ad will not show for search queries that are not relevant to your target market. 2. There will be fewer clicks that do not convert into leads or sales. 3. Your account’s overall Click Through Rate (CTR) will be higher because your ad will not be triggered for irrelevant search queries, causing your total number of impressions to fall and thus causing your CTR to improve. 4. A higher CTR will...