Jimmy sells televisions on his website. He notices he’s getting traffic from

Jimmy’s ads will appear at a lower rate when users search for the television brand.
Common misspellings and synonyms of his keywords will still allow his ads to be shown.
His ads won’t be shown to users searching for the uncarried brand.
Ads for Jimmy’s business will be shown to the widest possible audience.

Jimmy sells televisions on his website. He notices he’s getting traffic from searches for a brand he doesn’t carry, and sets up a negative keyword for that brand. How does the negative keyword help Jimmy’s advertising campaign?