Normally, Google automatically associates variations of a keyword with the same query, but this does not happen for negative keywords.
Therefore, when adding a negative keyword to a campaign, you should include synonyms, singular or plural versions, as well as misspellings and other variations of the word. For example, in the case of "mountain" you would include mountains, mount, montane, etc.
One last thing to consider is that negative keywords db center.uk for Display and Video campaigns work differently than they do for Search. If you choose to use Display and Video campaigns, your ad may still appear for negative terms on unrelated sites and/or videos.
To best support successful keyword exclusions for Display and Video campaigns, remember to also implement site category options and content exclusions.
Types of Negative Keywords
There are three match types to choose from: broad match, phrase match, or exact match negative keywords. Each match type has its own advantages and disadvantages.
Broad match negative keywords: This is the default setting for negative keywords. In this case, your ad will not show if the query contains all of your negative keyword terms, regardless of the order in which they appear. However, your ad will show if the query contains only one or a few of the words in the keyword phrase.
Phrase match negative keywords: Your ad won't show if the search contains the exact keyword terms in the exact order, regardless of whether there are additional words.
Exact match negative keywords: Your ad won't show if the search contains the exact keyword terms, in the same order, with no additional words.
