What it means: A negative keyword is a word or phrase that you don't want your ad to show for. For example, if your property is in Syracuse, NY, you don't want to show up in search results when someone completes a search for "apartments in Syracuse, UT." Therefore, we would add "UT" and "Utah" as negative keywords on your AdWords campaign.
How do you add negative keywords to your campaign: Respage adds several negative keywords to your campaign before launching. On an ongoing basis, we review the search terms for which your ads are appearing and add any irrelevant ones as negative keywords. This helps increase your CTR and ensures that your property receives more relevant leads.