What is the Negative Words List?

The Negative Word list on your Product Dashboard is a list of words or phrases added as negatives that you may use for Shielding.

The Negative Word list on your Product Dashboard is a list of words or phrases added as negatives that you may use for Shielding.

Shielding is the strategy of tracking words and phrases previously found to be unrelated or unprofitable, and therefore added as negative keywords to campaigns. These words and phrases are then added automatically to new campaigns so that you do not have to spend money on the same keyword that was detrimental in a previous campaign. This methodology allows you to avoid "making the same mistake twice."