Negative keywords are strategically used to prevent people who don’t need your services from seeing the Ads. You only want your audience to see paid Google Ads. Negative keywords can be used in the following way; if you sell shoes for 5-year-old boys, Google Ads allows you to add negative keywords. You can add negative keywords such as adult male shoes, shoes for teen boys, etc. This way, your paid Google Ad is only seen by people who want to buy shoes for 5-year old boys.