The use of PPC Negative Keywords is an easy way to avoid unqualified traffic that drive up your cost per-clicks.
Negative Keywords are used to prevent your ads from being shown when the search terms contain any Negative Keywords in your uploaded list.
Negative Keywords will prevent your ad from being triggered by a certain word or phrase. Your ads are not shown to anyone who is searching for that phrase.
Example 1: If you add “free” as a Negative Keyword to your campaign or ad group, your ad for any search containing the term “free” will not be shown.
Example 2: If you are a Real Estate Agent that sells homes in a blue city, and you want to add orange, green, black, etc. as Negative Keywords. This way your ad will not be shown for any of those other colors.
Negative Keywords can have a tremendous impact on significantly reducing your number of clicks and poor-quality leads.