Just like the keywords you generate during keyword generation, negative keywords also have match types: broad, exact and phrase match.
Negative broad match
When using broad match negative keywords, your ad won't appear if the search query contains all of the terms in your negative keyword, even if they're in a different order. Your ad will still appear if only some of the terms are included in the search query.
Example from Google
Negative broad match keyword: running shoes
|
Search
|
Could an ad show?
|
|---|---|
| blue tennis shoes |
 |
| running gear |
|
| blue running shoes |
 |
| shoes running |
|
| running shoes |
|
Negative phrase match
When using phrase match negative keywords, your ad will not appear if the users search query includes the exact negative keyword terms in the same order.
Example from Google
Negative phrase match keyword: "running shoes"
|
Search
|
Could an ad show?
|
|---|---|
| blue tennis shoes |
|
| running gear |
|
| blue running shoes |
|
| shoes running |
|
| running shoes |
|
Negative exact match
When using exact match negative keywords, your ad won't appear if the users search query identically matches your negative keyword.
Example from Google
Negative exact match keyword: [running shoes]
|
Search
|
Could an ad show?
|
|---|---|
| blue tennis shoes |
|
| running gear |
|
| blue running shoes |
|
| shoes running |
|
| running shoes |
|