# Negative targeting

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Advigator automatically reduces bids for keywords/product targets that generate many clicks but few or no orders. However, this happens after the clicks have already occurred. If you want to act proactively, you can add negative keywords to block search terms that you know won’t generate orders.

Do not set keywords/product targets as negative just because they have a high ACoS. For these, Advigator automatically lowers the bid per click based on your Target ACoS. If a keyword has an ACoS, it means it has generated at least one sale and is therefore relevant to your product. You’ll want to continue receiving traffic for it, but at a lower cost.

If you notice your campaigns aren't getting much traffic anymore, it might be because you've accidentally removed some good keywords. Undoing those wrong exclusions can help bring your traffic back.

### Negative Phrase vs. Negative Exact&#x20;

There are two types of negative keywords you can use:

* **Negative Phrase:** This option stops your ads from appearing for the specific word you choose and any searches that include that word. For example, if you block "iphone," your ad won't show for searches like "iphone," "iphone case," or "case for iphone."
* **Negative Exact:** This option only stops your ads from showing for the exact word or phrase you block. For instance, if you block "iphone" exactly, your ad could still appear for "iphone cases" but not just for "iphone."


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