What is the role of “negative keywords” in Shopping Ads?

Negative keywords play a crucial role in optimizing Shopping Ads by preventing ads from appearing for searches that are not relevant to the products being advertised. This targeted approach ensures that the ads only display for search queries that align more closely with the products, thereby increasing the likelihood of engagement from potential customers who are genuinely interested in what the advertiser is offering. By filtering out irrelevant search terms, negative keywords help to improve the overall efficiency and effectiveness of ad campaigns, as they focus resources on more promising leads rather than wasting them on those unlikely to convert.

In contrast, while improving ad visibility, increasing product pricing, or expanding the target audience might seem beneficial, these aspects do not directly align with the primary function of negative keywords. Rather, they can lead to inefficiencies by exposing ads to a broader spectrum of searches that may not yield productive results.