Negative keywords : Negative keywords in Google Ads are specific words or phrases that advertisers exclude from their campaigns to prevent their ads from showing when those terms are searched. This helps refine ad targeting and ensures ads are displayed to a more relevant audience, improving campaign efficiency and ROI.
Before Keyword Research || Actual Keyword Research
First of all, I will take the link of the client website,
Then I will enter all his pages like About Us , Services , Contract Us etc. and read all these pages thoroughly and try to understand what kind of business and what services he provides.