In pay per click advertising (PPC), negative keywords prevent advertisements from displaying for particular keyword phrases. The process of adding in negative keywords to a paid search account is an important part of the optimization process, as it allows for eliminating search queries which are unlikely to convert into a sale. For example, an individual may want to advertise for "hotel in Toronto," but does not want to display ads for the keyword "hotel jobs in Toronto." In this instance, the term "jobs" would be added as a negative keyword.
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