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Quote:If the term “negative keywords” is new to you, it refers to irrelevant or low converting keywords that you add to a pay-per-click campaign which tell the ad system not to show your ad when that keyword appears in a search.

To take advantage of the “long tail of search” (longer query combinations and product searches that are performed infrequently but can convert like crazy), marketers will bid on broad keywords using “broad matching” or “phrase matching.” If you phrase match “learning toys” your ad would appear for “learning toys for 3 year old toddlers.” Broad match would include even more searches like “best toys for motor learning.” The problem is, often times these match types cause you to show up for searches that have nothing to do with your products, or that don’t have a high “commercial intent” behind them. This hurts your overall campaign performance...