Keywords are specific words or phrases strategically chosen in advertising campaigns to prompt the display of relevant ads. These keywords are aligned with the content themes of the campaigns, and when users search for these terms, your ads are triggered and presented to them.
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Example:

On the other hand, negative keywords are words or phrases deliberately excluded from ads to prevent their display in searches containing those particular terms. This exclusionary practice enhances campaign efficiency by filtering out unwanted traffic, such as clicks from users searching for services unrelated to your business.
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Example (For a shop not working on automobiles):

Example (For a shop not working on trailers):

By utilizing negative keywords, we can fine-tune your ad targeting, ensuring that your advertisements are presented to the most relevant audience and minimizing wasted resources on irrelevant clicks.