When Finch launches your campaign(s), as part of copying information from your campaigns and potentially combining multiple campaigns into one Finch campaign, we will find all negative keywords that are in common at the campaign level across all your campaigns that are being combined, and these will become the negative keywords that are created on the Finch campaign. Note that if all active ad groups in a campaign have the same negative keyword, that negative keyword will be considered as being at the campaign level in your campaign.
Any campaign negative keywords that were not in common across all your campaigns will be created as ad group level negative keywords on the corresponding ad groups that Finch creates in its granular structure. For instance, if two of your campaigns (call them "A" and "B") were combined into one Finch campaign and there were campaign negative keywords on campaign "A" that were not on campaign "B", all ad groups created in the Finch campaign containing the keywords from campaign "A" will contain ad group level negative keywords corresponding to the negative campaign level keywords in campaign "A".
In a similar fashion at the ad group level, you might have an ad group in your campaign that contains 10 keywords, along with some negative keywords. When Finch launches, this ad group will result in 40 ad groups in the Finch campaign (one for each of broad, broad match modified, phrase, and exact match for each of the 10 keywords). The 30 corresponding ad groups created in the Finch campaign that each contain one of the broad, broad match modified, or phrase match keywords will contain all the negative keywords that were on your original ad group. The 10 ad groups Finch creates that each contain just an exact match targeting keyword will not have the negative keywords added, as they are unnecessary.
Note that if you have the same keyword in the same match type in multiple ad groups (whether in the same campaign or multiple campaigns), and those ad groups do not contain identical negative keywords, only the negative keywords that are in common across both of your ad groups will be carried over to the corresponding Finch ad group. This will make it so that your keyword in the Finch campaign will continue to match the same search queries as it did in your campaign(s).
We also create our own negative keywords to isolate the different match types by ad group. For instance, on the ad group that contains the phrase match of a particular keyword (say, "shoes"), we will put a negative exact match keyword of that same keyword (in this case, [shoes]). This helps us to drive traffic to the most closely matching keyword, so that we can bid more precisely for every search that a user performs.
If your search terms report shows unqualified traffic coming from search terms, then additional negative search terms can be added. Please use caution when adding these at a campaign level, as a poorly selected term can block qualified traffic. Please talk to your client success manager if you have questions. Your CSM may also add negative terms if they feel it's required