In Sponsored Brands, what does excluding negative keywords primarily accomplish?

• A. Increases exposure.
• B. Improves relevance and reduces wasted spend.
• C. Guarantees conversions.
• D. Eliminates the need for bids.

Answer: (B)

Excluding negative keywords helps Sponsored Brands align ad visibility with what you actually sell by filtering out terms that aren’t relevant to your products. When you block those non-matching queries, your ads are shown to a more interested audience, which reduces wasted spend and boosts the relevancy of the traffic you do attract. For example, if you offer premium hiking boots, excluding terms like “cheap” or “kids” prevents clicks from searches that aren’t likely to convert to your product, making your budget work harder on the queries that matter. This approach doesn’t guarantee conversions, and it doesn’t increase overall exposure or eliminate bidding—bids still matter and can be needed for competitive terms—but it directly targets quality traffic and helps control costs by keeping your ads focused on the most relevant searches.