Increase Sales —> –smoothie (negative)
Increase Sales —> –shakes (negative)
Increase Sales —> “organic juices” (phrase match)
Increase the number of visitors to your website —> +organic juice (broad match modifier)
The keyword list you would use to increase the number of visitors to your website should contain the keywords organic and juice and they should be used as a broad modifier. This will show your ads in front of a larger audience interested in juice or similar, but it will narrow it down to at least include those looking for organic juice.
The keyword list you would use to increase sales should use smoothie and shakes as negative keywords because this will make sure the ad is not shown when people search for the keywords smoothie and shakes. The keyword organic juices should be used as a phrase match because you want people to see your ad when they search for organic juices.
This question is from the Manage which searches prompt your ads chapter which is a part of the Explore the Value of Google Search lesson. You can get answers to all the questions asked in this lesson in our Explore the Value of Google Search Answers page.