Some people always want to be positive, but in electrons and in keywords, negative goes a long way. I’m sure you’ve heard of keywords. Keywords are the words and phrases that make your content findable by search engines. Negative keywords help you not be found by search engines.
According to Instapage, “Negative keywords are specific words or phrases that prevent ads from being displayed to anyone who is searching for that keyword.” Since you are paying for your keyword clicks, you don’t want someone clicking on your ad and then immediately bouncing out because they were not looking for what you offer.
For example, lets say you sell maintenance software. You don’t want to attract people who are searching for “free maintenance software.” They don’t want to pay. So why waste the clicks and money on them?
Think of a used car dealer; she may not want to use “new” car sales as a keyword phrase, even though it will generate a lot of clicks. It won’t be the right audience for which she is looking.
By assigning negative keywords, your campaigns can be more focused to search queries and then more successful. It is all about relevance. Sometimes you just have to go negative to build ROI.