In Apple Search Ads, negative keywords are words or phrases that you specify to exclude from your campaigns. When you add negative keywords to your campaigns, your ads will not be shown to users who search for those keywords.

For example, if you are promoting a fitness app, you might add the negative keyword “free” to your campaigns to exclude users who are searching for free fitness apps. This can help you avoid attracting users who are not willing to pay for your app, and focus your ad spend on users who are more likely to make a purchase.

Negative keywords can be a useful tool for optimizing your Apple Search Ads campaigns and ensuring that your ads are being shown to the right users at the right time. By adding negative keywords that are relevant to your business, you can help eliminate irrelevant traffic and improve the overall performance of your campaigns.

To add negative keywords to your campaigns, you can use the Apple Search Ads platform to create a list of negative keywords and apply them to your campaigns. You can also use performance data and analytics to identify keywords that are not performing well and add them to your negative keyword list to exclude them from future campaigns.