Definition
Negative Keywords
Negative keywords are terms you want to exclude from your Apple Search Ads campaigns. They prevent your ads from showing for irrelevant searches, improving ROAS.
Negative keywords are primarily used in Apple Search Ads to prevent your ads from appearing for irrelevant search queries. By excluding terms that attract the wrong audience, you improve your campaign efficiency and return on ad spend.
In organic ASO, the concept applies differently — you should avoid targeting keywords that attract users unlikely to engage with your app, as poor post-install metrics can hurt your overall rankings.
Optimize your keyword strategy with AppDrift's keyword tracking.
Related Terms
Apple Search Ads
Apple Search Ads is Apple's official advertising platform for promoting apps in App Store search results. It offers both Basic (automated) and Advanced (keyword-targeted) campaign options.
Keyword Optimization
Keyword optimization is the process of selecting and placing the most relevant, high-traffic keywords in your app metadata to improve search rankings and drive organic downloads.
Search Ads
Search ads are paid advertisements that appear at the top of app store search results. They let you bid on specific keywords to gain immediate visibility above organic results.
Further Reading
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