Thanks for all responses.

Here is an official Google reply on negative keyword types:

Negative exact would only not show when the exact term is the entire query. Negative phrase would not show anytime the term showed anywhere in the query in that order. Negative would not show anytime the entire term showed anywhere in the search query in any order.

Say you had the keyword "blue mercedes car" on broad match. Here's how the different versions of the negative keyword "fast blue" would affect this ad.

1. -fast blue (Negative)
   POSSIBLE SEARCHES:
   blue mercedes car - WOULD SHOW
   blue fast mercedes car - WOULD NOT SHOW
   mercedes fast car - WOULD SHOW
   car blue mercedes fast - WOULD NOT SHOW
   fast blue - WOULD NOT SHOW
   blue fast - WOULD NOT SHOW
   fast blue mercedes car - WOULD NOT SHOW

2. -"fast blue" (Negative Phrase)
   POSSIBLE SEARCHES:
   blue mercedes car - WOULD SHOW
   blue fast mercedes car - WOULD SHOW
   mercedes fast car - WOULD SHOW
   car blue mercedes fast - WOULD SHOW
   fast blue - WOULD NOT SHOW
   blue fast - WOULD SHOW
   fast blue mercedes car - WOULD NOT SHOW

3. -[fast blue] (Negative Exact)
   POSSIBLE SEARCHES:
   blue mercedes car - WOULD SHOW
   blue fast mercedes car - WOULD SHOW
   mercedes fast car - WOULD SHOW
   car blue mercedes fast - WOULD SHOW
   fast blue - WOULD NOT SHOW
   blue fast - WOULD SHOW
   fast blue mercedes car - WOULD SHOW

Note that we do not expand to synonyms, singular or plural, and other variations as in the case of expanded broad match. So, the negative keyword "Air" wouldn't block the term "Airbnb" since it is one word, but would block the phrase "Air Mattress" because it contains the word "Air".

I hope this helps

Rich snippets and the markup really help to stand out in some cases (reviews (stars), local signals and events), this in some cases is really nice for CTR.

And I second @peter for the use of JSON-LD....that's pretty awesome.

In general schema.org markup helps search engines understand the content within the context better. So when you makup data it helps SE's understand you pages better. I would go for the schema.org markup in json-ld to be flexible in how the you show the marked-up data in your content. So to answer your question I would go ahead and mark-it-up (but make sure you do it the right way). Good luck.

I agree, but wouldn't it make sense if you have a broad match negative keyword on a campaign level and the same on a shared list bus as a negative phrase match. The broad match would have covered the phrase match...

What are the thoughts on that?