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I have a question regarding adding negative keywords in any of the campaign, What should be the best strategy and is it ok we add negative keywords as a phrase match or should we add negative keywords as a broad match which is more effective? Alright, so you can add an exact match as well. It really depends on how your campaign is structured.

So let's say you are selling iPhones, Right? And you don't sell Samsung just by putting Samsung as a phrase or broad match will cover all the search queries which have the word Samsung in it or Galaxy, you don't want Samsung to be an exact match, Right? Then you will get your ad shown for queries like Samsung Galaxy or Samsung Flip and so on. If you don't do Samsung, put it on as a phrase match. Now it depends on how you have structured your account campaign.

In this scenario, I would put it up at the account level, so I will create an account-level negative list and apply it to all my campaigns so that none of the campaigns discusses. Because if you put Samsung in an ad group or at the campaign level, then other campaigns probably will definitely show your ads as well.

So I would say put them up as account level negative keyword list and you should always have one master account level negative keyword list which will have all sorts of, I won't say junkie keywords, but keywords which don't have any intent. So things like if you don't do anything for free or don't give away anything, great, put the word free in it, how to words which don’t have any intent, there's no buying or purchasing intent. Put them because people are trying to explore or learn more about it, those kinds of keywords always go on account level negative keyword list.