In round 4 of the simulation negative keywords are introduced. Please see below for a brief description of negative keywords:
Negative keywords allow you to exclude search terms from your campaign. When a negative keyword is selected you eliminate your ad from the customer's view when said term is searched.
An example from our Digital Marketing Essentials textbook by Larson & Draper: "If a company sells men’s athletic shoes, but it does not sell men’s dress shoes, it should add dress as a negative keyword to ensure that no matter what search query a consumer enters, the ad will not be displayed if the word dress is used."
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