Except for when the games precise use of your keywords (that you put your keywords in brackets as follows] word [) you should definitely have negative keywords in your ad text groups. If you put your keywords in brackets, you only get impressions looks exactly what between the brackets, ie, if your keyword [red] car, your ad will not be triggered when someone searches for “cars” or “blue car. A exact reproduction, because of exactly what people want to concentrate. However, if you only exact matches, you can lose a lot of great keywords that you have not thought of. As a very simplified example, we are unable to sell new cars. Share your keyword “Auto” (without the quotes) when you could cause so tender, your ad a search with the word “car” in it. you may think, this is great because you will now see your ad more frequently get, but not at all what you want. If you require a form of advertising, keyword research and you do not know what is Wordtracker, Bookmark this page now. Wordtracker provides the most comprehensive collection of data from search engines currently available. Type “Auto” (without the quotes) in the keyword box and click search. take a look at the list below, and tell you to sell cars. If you are new cars that would be the point in your ad to sell seems for someone looking for “cars” or “rental car? It would not. Even here you could feel this to increase the number of impressions your ad, but you do not want a huge amount of unnecessary impressions. If you have a ton of impressions and no one will click on your ad, your clickthrough rate (CTR goes down). The worse CTR, the higher the quality of your ad, and therefore with Google, the more you have to pay for your keyword. Also, if anyone is looking for used cars just click on your ad for new cars, it is very unlikely that it is to buy a new car, and you’re just wasting money on clicks. As can be seen from the results of WordTracker, if you advertise new cars, there are many relevant keywords as you do not want your ad to appear. Too Google AdWords to show your ads for specific keywords, ie you want the ads with keyword “-” sign in front of him, for this example we used ad, leasing, insurance, and cool, and so on. I recognized the large amount of negative keywords if I have a display, an alternative to the multi-level marketing-level (MLM) companies created Ignite promotion. I wanted to show my ad for the relevant keywords for the lighting company. As you can imagine, but there are a lot of research for the word “fire” not to do with this company. Type in “light” (without brackets) in WordTracker. We give results for searches on the appropriateness of oxygen to ignite, ignite like gunpowder, the people find it too hard to get back on their ovens, Nike Ignite golf clubs, and so on. If I had not seen this list and add any irrelevant keywords in my list (with – sign), would I have a lot of unwanted impressions that have received reduced CTR with Google. This is the basic principle of the negative keyword research. It will not be harmed by words not on your ad groups and related research and you’ll improve your CTR.