GOBBLEDYGOOK

Contrary to positive keywords that determine which Google searches can trigger your ads, negative keywords are used to determine which terms you don’t want your ads to show up for. Imagine you sell glassware, as part of your search campaign you may want to target keywords such as “cocktail glasses for sale”. However, you certainly don’t want your search ads to be shown when people search for “prescription glasses”, so you will need to add this negative keyword to your campaign.