What Is a Negative Keyword?

Negative Keywords are keywords that advertisers can add to Apple Search Ads campaigns to exclude their ads from displaying for specific search queries. This feature allows advertisers to prevent their ads from appearing in irrelevant or undesirable search results, helping to improve overall efficiency and performance of campaigns as well as protect their brand from unwanted associations. By identifying and adding negative keywords, advertisers avoid wasting ad spend on clicks or impressions unlikely to result in valuable user actions such as app downloads or in-app conversions.