What specific action should be taken when modifying negative keywords in Microsoft Advertising to prevent unintended exclusion of valid customer search terms?

When modifying negative keywords in Microsoft Advertising, use specific match types (phrase or exact match) and carefully analyze the potential impact of each negative keyword before implementing it, to prevent unintended exclusion of valid customer search terms. Avoid using broad match negative keywords unless absolutely necessary, as they can block a wide range of related search queries. For example, instead of adding 'cheap' as a broad match negative keyword for an ad campaign selling luxury watches, use '[cheap]' as an exact match negative keyword. This will prevent your ads from showing for the exact search query 'cheap', but will still allow them to show for related but valid queries like 'affordable luxury watches'. Regularly review your search term reports after implementing negative keywords to ensure that valid search terms are not being unintentionally excluded and make adjustments as needed.