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Negative keywords are keywords that are filtered out to prevent ad serves on them. This avoids irrelevant clickthrough charges (e.g., for products that you do not sell). Microsoft adCenter (now called Bing Ads) has also called them "excluded keywords." Formatting negative keywords varies by search engine; but they are usually designated with a minus sign.[1] [2]


  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ SEMPO (Search Engine Marketing Professional Organization). SEM Glossary <>

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