How to Add Negative Keywords in Google Ads. Go to Campaigns, then Keywords, Then Negative Keywords.
Add any broad match or phrase match terms that you NEVER want your ads to show for when users query those terms. This will prevent your ad from being show for searches where users are likely seeking a different kind of product than yours, thus saving your money from having people click your ad, thinking they’re getting something else, and then bouncing from your site.
In this video, I answer a question from a business seeking help with “organizing” their negative keywords in Google Ads. I also use a screenshare showing how to add Negative Keywords in the steps above.
Lastly, the difference between a broad match and phrase match is that a broad match would weed out any query that includes any of the words you type in, while a phrase match would weed out any query that includes the exact phrase within the query.