A negative keyword is a specific word or phrase that is intentionally excluded from a search engine or online advertising campaign. This is done to prevent irrelevant or unwanted traffic from being directed to a website or advertisement. By adding negative keywords, advertisers can better target their desired audience and improve the overall effectiveness of their campaign. Negative keywords act as a filter, ensuring that only relevant and valuable traffic is directed to a website or advertisement. This helps to save time, money, and resources by avoiding clicks and impressions from users who are not likely to convert into customers. In essence, negative keywords act as a powerful tool for optimizing online advertising and ensuring that the right audience is reached.