Negative keywords prevent an ad from serving on selected searches. They help filter intent that is unlikely to match the offer.
The demo blocks free and repair queries while purchase-oriented searches pass. Actual negative-match behavior and language variants depend on platform settings.
Overly broad exclusions can hide you from valuable buyers. Add exclusions based on real search-term evidence.
When to use
Use it for repeatedly irrelevant terms in search reports, then revisit the block list.