Tailspin Fences and Gates Inc. does not want its ad to display when a customer searches for ‘Bill Gates’. To avoid displaying an ad when a customer searches for ‘Bill Gates’, which Microsoft Advertising option should they select?

Broad match

Dynamic keyword insertion

Negative keyword

Audience targeting


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Tailspin Fences and Gates Inc. does not want its ad to display when a customer searches for ‘Bill Gates’. To avoid displaying an ad when a customer searches for ‘Bill Gates’, which Microsoft Advertising option should they select?


Explanation: The selected answer option is **correct** because **Negative keyword** is the appropriate option for Tailspin Fences and Gates Inc. to avoid displaying their ad when a customer searches for ‘Bill Gates’. Negative keywords allow advertisers to exclude specific terms from triggering their ads, preventing ads from showing up for irrelevant search queries. In this case, by adding **‘Bill Gates’** as a negative keyword, Tailspin Fences and Gates Inc. ensures that their ads won’t appear for searches involving that name, which could be irrelevant to their business offering. Negative keywords help refine targeting and ensure ads are shown only to users searching for terms that are relevant to the products or services being advertised. The other options, such as **Broad match**, **Dynamic keyword insertion**, and **Audience targeting**, do not provide the same level of control over excluding specific search terms, making them unsuitable for this particular scenario.

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