An advertiser who sells laptop computers only wants to reach consumers who are ready to make an immediate purchase online. When building the keyword list for an ad group, the advertiser should include:
- negative match keywords such as -review or -comparison.
- phrase match keywords such as “laptop” or “computer.”
- negative match keywords such as -buy or -purchase.
- exact match keywords such as [rate], [review], or [compare].
Explanation: Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.
You can read more here: https://support.google.com/adwords/answer/105671?hl=en