Negative Keyword
Negative Keyword is a term referenced by Google AdWords and is a form of keyword matching. This means that an advertiser can specify search terms that they do not want their ad to be associated with.
For example, if you add the negative keyword "-nike" to the keyword "running shoes", the ad will not be displayed if a person searches upon the term "nike running shoes".
Negative keyword matching ensures that only qualified traffic is clicking upon advertising.
