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Negative keywords
Negative keywords can be used at the campaign level or ad group level. The most useful way to implement negative keywords is to make use of Google's Keyword Planner.
Keyword Planner
The Keyword Planner will give you an idea of relevant keywords and their volume. By using this tool, you can also narrow down search queries based on their exact match or plural variations.
Irrelevant Traffic
Negative keywords in PPC campaigns will limit the amount of irrelevant traffic and increase the quality of your traffic. Negative keywords will also prevent your ads from appearing on search results for irrelevant keywords. Find more information about