What are "negative keywords" used for in PPC campaigns?

Negative keywords are an essential component of pay-per-click (PPC) campaigns, primarily utilized to prevent irrelevant ad displays. When advertisers select specific keywords for their campaigns, they typically aim to reach audiences that are genuinely interested in their products or services. However, there may be certain search terms that, while they include the primary keywords being targeted, do not align with what the business offers or may attract unwanted traffic. By adding negative keywords, advertisers can refine their targeting and ensure that their ads do not appear for those specific searches.

For instance, if a company sells luxury watches, they might want to prevent their ads from showing up when someone searches for "cheap watches." By adding "cheap" as a negative keyword, they can avoid clicks from users who are unlikely to convert, thereby increasing the overall efficiency of their advertising budget and improving return on investment.

The other options relate to aspects of PPC and SEO but do not correctly define the purpose of negative keywords in campaigns. Boosting bid prices, enhancing site ranking, and tracking keyword effectiveness are not what negative keywords are designed to achieve. Instead, their primary role is to refine ad visibility and improve targeting by excluding unwanted search queries.