What is the PRIMARY reason for using negative keywords in a Microsoft Ads campaign?

The PRIMARY reason for using negative keywords in a Microsoft Ads campaign is to prevent ads from showing for irrelevant search queries, thereby improving campaign efficiency, increasing the click-through rate (CTR) of relevant ads, and reducing wasted ad spend. Negative keywords are terms that you specify should NOT trigger your ads. By adding negative keywords, you ensure that your ads are only shown to users who are searching for what you actually offer. For example, if you sell 'luxury watches' but not 'used watches,' you would add 'used' as a negative keyword. This prevents your ads from showing to people searching for 'used luxury watches,' ensuring that your ad budget is only spent on clicks from users who are likely to be interested in buying new luxury watches. Without negative keywords, broad or phrase match keywords can trigger ads for irrelevant searches, leading to wasted impressions and clicks.