Anna can choose these ‘negative keywords’ to avoid people seeing her ad when they search using those keywords.
For example, if someone were to search for ‘Watercolour family portrait’ Anna wouldn’t want her ad to appear as her portraits are photographs.
Similarly, if someone were to search for ‘Buy landscape photo’ Anna’s portraits wouldn’t be relevant either.
Identifying negative keywords means when people see Anna’s ad it’s because it’s relevant to what they are looking for.
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