Attracting the right people

Negative keywords

In plain terms

The searches for which you refuse to let your Google ad appear.

Technical meaning

They exclude queries with no buying intent or off-topic ones (“free”, “jobs”, “rental” for a development for sale). Without them, a Search campaign spends part of its budget on clicks that cannot become customers. The list is built before launch and extended every week from the search terms report.

See Google and Meta campaigns

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