Negative Keywords
These are keywords you can add to a Google Ads campaign plan to indicate keywords where you do not want your ads to appear.
For example, adding the word “free” as a negative french email address list keyword tells Google Ads not to show your ads to anyone who uses the word “free” in their query.
The reason you'll need to specify negative keywords is that Google Ads lets you specify your targets as "broad match," which means that Google might show your ad on a keyword results page that isn't the exact keyword you specified, but is closely related .
Negative keywords then allow you to specify what you absolutely do not want your ads to show for.
How to use Keywords
Typically, the way to “use” keywords is by planning a targeted campaign. This is where SEO, content marketing, and PPC advertising come into play.
The easiest way to use keywords is to make sure that your website content (page titles, text, web page categories and subsections, etc.) is all worded the same way your audience writes search engine queries.
This way, when your web pages appear in search results, they will appeal to people who have just searched with the same language .
You can optimize your blog posts to provide answers to keywords that ask questions, or provide general information about your website on topics related to those target keywords in an effort to improve your site's SEO.
For more information, read: How to improve SEO by optimizing demand keywords .
Alternatively, create landing pages on your website that appeal to each specific keyword you want to target for an advertising campaign.
SEMrush has some great tools that will help you know what keywords to use for SEO, content, and advertising.