How does a phrase negative work?
For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order.
Here's a good example:
Negative phrase match keyword: "running shoes"
|Search||Could an ad show?|
|blue tennis shoes|
|Google running gear|
|blue running shoes|