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# Negative Keywords
- URL: https://www.adlingo.org/glossary/negative-keywords/
- Published: 2025-01-15T10:22:00.000Z
- Updated: 2025-01-15T10:22:00.000Z
- Description: Keywords that prevent your ad from being triggered by certain words or phrases.
- Author: Travis Lusk
- Tags: Google & Regulation, #glossary, #Import 2026-10-27 17:05

The exclusion list that keeps your budget from funding irrelevant clicks. If you are selling enterprise software, you probably do not want to bid on "free software download" or "student discount code." Negative keyword management is ongoing maintenance, not a one-time setup. As match types have broadened, the negative keyword list has become more important, not less. A good negative keyword strategy and a good search terms monitoring cadence are the same thing.