Question: If you want to exclude your ad from being shown on searches containing a specific keyword, what would you use?
- A negative keyword
- A phrase keyword
- A broad match modifier
- A phrase match modifier
Explanation
In paid search, the exclusion control is used to stop ad delivery when a specified term appears in a search query. HubSpot’s keyword framework uses this control to refine targeting and filter out irrelevant traffic. That makes it the correct choice when the goal is to prevent an ad from appearing for searches containing a certain word or phrase. Its purpose is blocking unwanted matches, not expanding reach or tightening matching around included terms. HubSpot Blog+1
Why the other options are incorrect
A phrase keyword This narrows how a search query matches a keyword, but it does not exclude searches that contain an unwanted term. HubSpot Blog
A broad match modifier This is used to require selected terms in matching, not to block ad visibility for a term. HubSpot Blog
A phrase match modifier HubSpot’s keyword guidance discusses phrase match and broad match modifier separately, so this is not the exclusion tool used for unwanted queries. HubSpot Blog
Source for verification
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