Terry Cane, COO of SEOHost.net, a leading domain registration, SSL service, and SEO hosting provider, today spoke about the importance of negative keywords in a Google Ads campaign.

As defined by Google itself, negative keywords prevent an ad from being triggered if a particular word or phrase has been entered into the search bar. This is referred to by the search engine as a negative match. negative keywords also apply to the Display Network, where ads are less likely to appear on sites that match the search terms.