Keywords used in supported advertising campaigns to exclude searches you do not want to target.
A practical example
A business selling a paid product might exclude clearly irrelevant job or free-download searches.
What to watch for
Review search terms and match behaviour carefully. Overly broad exclusions can block suitable customers as well as unwanted traffic.
Related reading
Explore Pay Per Click (PPC) and Keyword Research. Try our break-even ROAS calculator for a practical next step. See how this fits into Paid advertising.