Negative phrase: Ads don't show on shopping queries that contain the complete phrase or close variations. There’s a maximum limit of 4 words per negative phrase keyword.
Negative exact: Ads don't show on shopping queries that contain the exact phrase or close variation. There’s a maximum limit of 10 words per negative exact keyword.
Keyword character constraints :
The maximum length of characters in a keyword is 80 characters.
You can use a blank space in a keyword, but leading or tailing spaces are not allowed.
When using the period (.) character, it can only be used in the middle of keywords or in the middle of blank spaces.
When using the hyphen (-) or the plus (+) characters, they can only be used in the middle of keywords and cannot have blank spaces around them. This applies only to keywords, campaign names do not have this restriction.
The double-quote (") character must be used in pairs (for example, leather "rocker" jacket). Phrases with a single use of the character (for example, 40" screen) are not supported.
The maximum number of parts for a positive keyword is 10.
The maximum number of parts for a negative keyword is 4.
For negativeExact match type, the negative keyword can have up to 10 parts.
Other valid characters are included in the following Unicode scope: {\u3000 to \u309F}, {\u30A0 to \u30FF}, {\u4E00 to \u9FFF}, and {\uFF00 to \uFFEF}. This means that hiragana, katakana, and kanji characters are also allowed in keywords.