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 Putting your negative keywords in brackets prevents your ad from showing up for people when their queries contain the exact phrase, in the same order, and without extra words As you can see in the example, the negative exact match keyword running shoes won't show for searches only in the case they Google 'running shoes' The way negative keywords block all the unrelated searches, negative product targeting blocks brands or products that are irrelevant to you For example, if you have a clothing brand name "TinyTots" and there is a craft supply store with the same name, people who are looking for craft supplies would not be interested in buying clothesHigh red heels – WOULD NOT SHOW; Negative Keywords The Definitive Guide Store Growers How to use negative keywords