Negative keywords prevent ads from getting served on undesired keyword searches.
While setting up Negative Keywords it is important to know the user intent. For example, an advertiser that only sells sports shoes does not want their ad to be served on the following search queries.
| Phrase | Negative Keyword | Match Type |
| Formal Shoes For Men | Formal Shoes | Phrase |
| Cheap Running Shoes | Cheap | Broad |
| How to clean my Shoes? | How to clean my Shoes? | Exact |