Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your audience. Better targeting can put your ad in front of interested users and increase the performance of your campaigns. For search campaigns, you can use broad, exact, or phrase match negative keywords. 

Negative broad match
This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.

Negative phrase match
For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order.

Negative exact match

For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.

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