Communicating with AdWords about the particular searches you want your ads to match with can be complex, and if you get it wrong you can end up with a lot of wasted clicks and money with no leads!
Negative keywords is one of a series of Keyword Matching Options AdWords provides to specifically identify your desired searches. These can be applied in a Boolean style to ensure AdWords knows exactly which searches you want to target. Negative keywords can also be applied to individual AdGroups or across an entire Campaign
If you want to displays your ads when someone searches for widget but not for searches on purple widget then a negative keyword of purple will achieve this by preventing searches with purple in them to match your ads.
If however you want some searches containing purple to be matched then it gets a little more challenging and I’d suggest speak to me about your requirements
Posted in: AdWords