The negative keywords are very important for the campaign because we don't want to spend extra money on irrelevant clicks. Therefore, we need to research and find negative keywords from the search report. There are two important concepts to find keyword ideas from the search report: (1) From Data: the course instructor suggests that we filter out all the keywords with over 100 clicks, any keywords with less than 30 clicks are not valuable enough to analyze. (2) See Conversions: if the keyword has a lot of clicks but a low conversion rate, it's better to add it to the negative keywords because of the high CPC. Once we have done all the research, how to organize those keywords? The point of the negative lists is to create collections of negative keywords that you want to reuse for multiple campaigns, so you don't have to keep adding the same negative keywords to each of the different campaigns. According to the Google Ads instructor Isaac, the mo...