To prevent showing on 'cleats' but allow showing on 'kids running shoes', what should you do?

• A. Add cleats as a negative keyword
• B. Add 'kids running shoes' as negative keyword
• C. Switch to broad match
• D. Use broad match for shoes

Answer: (A)

Using negative keywords is how you control showing for certain terms while still allowing others. By adding the word cleats as a negative keyword, any search that includes cleats will be excluded from triggering your ads. That blocks queries like “cleats for kids” or “soccer cleats,” while still permitting searches that don’t contain the word cleats—such as “kids running shoes”—to match.

This directly achieves the goal without affecting unrelated terms. The other options don’t fit because negating the term you want to exclude would block it (not what you want), and changing to broad match won’t selectively exclude the term you want to avoid.