Your Search and Display Network campaigns can use negative keywords to steer clear of sites that include those terms. You can add negative keywords to your Search and Display campaigns using the instructions in this article. Additionally, you can discover more about downloading, deleting, or editing bad keywords.

Negative keywords are meant to prevent advertisements from appearing on irrelevant search queries, but they may unintentionally prohibit normal keywords from matching pertinent search queries, which will reduce the effectiveness of your campaigns. The match type that was used to produce the negative keyword was likely broader than what was intended, which is the most frequent cause of a negative keyword conflicting with a normal keyword.