Advanced negative keyword match types allow you to further refine and exclude irrelevant traffic and get only the most relevant clicks. Negative match options include broad, phrase, and exact match.
Review your search terms reports to see what searches are triggering your ads. This is one of the best sources of new negative keywords with data specific to your account.
If you are in the planning stages of your keyword lists, use Google's keyword tool to research keywords and note any words or phrases that are irrelevant.
To add negative keywords, follow these steps:
Go to the Campaigns tab and click on a specific campaign that you'd like to add negative keywords to.
Click on the Keywords tab.
Scroll all the way down to the bottom of your keyword list and click on + Negative keywords.
Choose if you'd like to add ad group or campaign negatives.
Click on Add and enter your negatives as follows:
For Negative Broad, just enter the word...