點擊付費廣告是最便宜簡單的方式宣傳您的產品或服務。在點擊廣告中，首要目標就是目標流量。你想吸引潛在的訪客訪問您的網頁。如果他們是想找其他的東西，你當然不希望他們點擊您的廣告。若果他們點擊你的廣告，您便要支付費用。 如何避免這些非針對性的點擊量？這就是負面關鍵字 (Negative Keyword)。
Google 的 Adwords 允許您添加負面關鍵字。在搜索查詢中包含負面關鍵字，您的廣告將不再出現，你可以遠離那些非目標流量。您可能會擔心負面關鍵字會導致更少的廣告展示。是的，它可能會降低廣告的展示，但它給您更為重要的東西，帶來優質更配合你產合服務的訪客。在AdWords博客，有一篇文章“Everything you ever wanted to know about negative keywords”談及負面關鍵字。
以下是列出了一些常用的負面關鍵字。建議你套用這些負面關鍵字前，應逐一審查以確保它適合你的業務。
| General |
| game |
| games |
| map |
| maps |
| nude |
| porn |
| sex |
| sexy |
| Internet/Social Media |
| ebay |
| myspace |
| utube |
| you tube |
| Bargain |
| bargain |
| cheap |
| clearance |
| close out |
| close outs |
| closeout |
| closeouts |
| coupon |
| coupon code |
| coupons |
| discount |
| discounted |
| free |
| free sample |
| giveaway |
| inexpensive |
| liquidation |
| no charge |
| no cost |
| odd lots |
| overstock |
| promo code |
| promo codes |
| promotional code |
| promotional codes |
| samples |
| Job Seekers |
| career |
| careers |
| employment |
| hiring |
| intern |
| interns |
| internship |
| internships |
| job |
| jobs |
| recruiter |
| recruiting |
| resume |
| resumes |
| salaries |
| salary |
| Research Purpose |
| about |
| case study |
| class |
| classes |
| define |
| definition |
| diagram |
| example |
| examples |
| history |
| how to |
| info |
| information |
| meaning of |
| tutorial |
| what are |
| what is |
| wiki |
| wikipedia |
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