Negative keywords are used in Google or Bing campaigns to exclude certain types of searchers from seeing your ads. They can be a powerful tool but should be used carefully since they can limit the reach of your advertising. We typically recommend adding single keywords that you’re certain you don’t want your ads displaying for. For example, if your company name is Sam’s Plumbing Store but there’s also a Sam’s Pet Store in your area you should consider adding the negative keyword ‘pet’ to ensure your ads are only being shown to your potential customers.