In pay-per-click (PPC) ads, negative keywords prevent your ads from showing for certain keyword phrases. The process of adding negative keywords to paid search accounts is an important part of the optimization process, as it allows you to eliminate search requests that are not possible to convert into sales. For example, someone might want to advertise for "hotels in Toronto," but do not want to show ads for the keyword "hotel job in Toronto." In this example, the term "work" will be added as a negative keyword.
Negative keywords are often required for paid search campaigns that contain keywords on broad match or phrase match. This match type will show your ad for additional search queries (i.e., a search query in addition to the actual keyword that was added to the account). So, deleting irrelevant terms is often a necessity.
Common use is to add common negative keywords like "images" or "vacancies" mentioned above to negative keyword lists that are applied to multiple campaigns.
Additional use for negative keywords is traffic to highest conversions and campaigns or ad groups optimized for specific search queries. For example, let's say you advertise for laptops and desktop computers and that you have a special ad copy for each. You may notice that some searchers looking for a laptop are being shown desktop ads and vice versa. Negative keywords can be used to ensure that each searcher is shown the most relevant ad copy that is likely to be converted into sales.
In the case of syntax, to add negative keywords to a campaign or ad group, simply include a prefix of minus sign (-) (e.g. -jobs). Negative keywords can be added in a variety of ways, to allow for more precision, where -make the ad to be excluded most widely, - "job" will exclude all phrases that contain the word & amp; - [Jobs] will only exclude ads when the request is correct.
There are commercial tools that can help identify negative keywords easily.
Video Negative keyword
References
Source of the article : Wikipedia
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