A must-know for anyone heading into a Google ads interview, this question is frequently asked in Google adwords interview questions.   While running advertisements, you will come across some search queries that you do not want to be displayed on. It's pointless to be listed against the "cricket shoes" if you're the search phrase one selling "tennis shoes."  Negative Keywords come in helpful in situations like these. Adding negative keywords is beneficial for advertisers to ensure they are not wasting money. You can manage your Advertising Budget and Returns like a master by managing every sort of term under which your ad appears!