The problem here was that I was creating CampaignCriterion objects and that 
was the problem, although not explicitly stated anywhere, and not 
intuitive, there is another type of object called NegativeCampaignCriterion and 
that is the right object to exclude ContentLabel's and Placement's



foreach ($aModifiers as $modifier) {
    if ($isNegative) {
        $campaignCriterion = new NegativeCampaignCriterion($sCampaignId, 
$isNegative, $modifier, $bidModifier);
    } else {
        $campaignCriterion = new CampaignCriterion($sCampaignId, $isNegative, 
$modifier, $bidModifier);
    }
    $operation = new CampaignCriterionOperation();
    $operation->setOperand($campaignCriterion);
    $operation->setOperator($operator);
    $operations[] = $operation;}

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