The negative exact keyword ‘-[beach chair]’ will exclude the following search term:

The negative exact match keyword -[beach chair] specifically excludes searches that contain the exact phrase "beach chair" and nothing else. This means a user typing "beach chair" into the search engine would not see your ad. "best beach chair" and "best beach chairs" would still trigger your ad because they include additional words ("best") or a different form of the word ("chairs" instead of "chair"), making them not an exact match to -[beach chair]. Similarly, "beach chairs" would also not be excluded as it's not the exact phrase "beach chair".