What is the function of negative keywords in Sponsored Brands campaigns?

• A. They adjust bids automatically based on performance.
• B. They exclude certain searches from triggering your Sponsored Brands ads to improve relevance and reduce wasted spend.
• C. They automatically increase budget when performance improves.
• D. They target competitor products to increase impressions.

Answer: (B)

Negative keywords filter out irrelevant search terms so your Sponsored Brands ads don’t trigger on queries that aren’t a good match for your products. This keeps your ads more relevant to what you sell and helps reduce wasted spend from clicks unlikely to convert. They don’t automatically adjust bids, they don’t increase budgets, and they aren’t used to target competitors to boost impressions. They’re simply a way to exclude certain searches and improve overall campaign efficiency.