Negative keywords effectively filter out search terms you don’t want to trigger your ads. While there are standard keywords you should automatically add to your negative keywords, each business is unique, and you need to ensure your keywords are as personalized as possible. Looking at your search terms, you can see which keywords were used to trigger your ads. If not applicable to your ads, these keywords should be turned into negative ones to prevent them from triggering your ads a second time, costing you money.