If you’re a PPC regular, you’re aware of the ever-changing match type landscape (i.e. Broad Match Modified, Near Exact/Phrase) and that mastering negatives seems to be gaining that much more importance. The most helpful diagram that I’ve come across which explains negative keyword behavior is below from Google, where an “x” represents negated queries: You’ll notice that Negative Broad doesn’t function like its regular counterpart.

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