What is a negative keyword in Apple Ads?

A negative keyword tells Apple Ads not to show an ad for specified App Store searches. Negatives can be applied at campaign or ad-group level and use exact or broad matching behavior.

Add them when search term data shows repeated spend from people your app cannot satisfy. Be as precise as you can, because an overly broad exclusion will silently remove valuable traffic, while a focused negative keeps discovery running without paying for the same obvious mismatch again.

Kickstart highlights Apple Ads waste and targeting cleanup in its opportunity workflow, helping you identify terms that deserve a focused negative before they spend again.