Think negative. You rarely hear this sentence.
What is a negative keyword and how can it impact positively your campaigns?
A negative keyword is a special kind of keyword matching option that allows you to prevent your ad from appearing when the specific terms are a part of the user's search.

You should only apply the negative keyword strategy only if you want to find qualified leads and you should never use this strategy if you are after a certain increase in traffic. Example: If you are selling cruise and you do not want traffic for people searching for Tom Cruise= Cruise - “tom Cruise”