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Negative Keywords

Negative keywords are keywords that prevent your ad from running, and they only apply to paid search campaigns — there is no concept of negative keywords in SEO.  One of the most common negative keywords to select is the word “free.”  This is because most companies do not want to target visitors who are looking for free products or services.

For instance, if you are a lawyer, you might want to pay for a keyword such as “top virginia lawyer,” but you might not want to pay for the keyword “top virginia lawyer pro bono.”  In this case, you would add “top virginia lawyer” as the keyword, and then add “pro bono” as the negative keyword.