Negative keywords

In PPC, the term “negative keywords” refer to keywords that you apply to a campaign to block your ads from showing up for the queries that include them.

They’re effectively a way to ensure your ad doesn’t show up for the wrong searches, while ensuring your money is well spent going toward the right ones.

The irony, of course, is that marketing in many ways is about being decisive about your negative keywords, services, and customers.

Because you can’t do everything for everyone.

And, in fact, one of the best ways to ensure people choose you over others’ is to be choosy about who it isn’t for as much as who it is.