If you want to improve the relevance of an ad with a particular set of keywords. “Adding More negative keywords can improve the relevance of an ad with a particular set of keywords. Even if the goal is to increase the ad rank of the ad so it gets more exposure. Negative keywords are added to improve the ad relevance too.
Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).