10-16-2005, 08:13 AM
Quote:If you are managing a Google AdWords marketing campaign, it is critical to employ negative keywords. This is particularly true if any of the keyword phrases in the ad campaign are broad- or phrase-matched. Negative keywords cause an ad to not be shown if any of the keywords are in the search phrase. This is important for a few reasons. First, because the ad will not be shown for keyword phrases that are not relevant, there will be fewer click-throughs that do not convert to sales. Second, the overall CTR (click-through rate) will be higher because there will be fewer instances of searchers viewing the ad but not clicking. The higher CTR will cause the ad to attain a higher position without requiring a higher CPC (cost per click). This will save you money and increase the ROI of your Google AdWords marketing campaign.
full article: http://www.selfseo.com/story-9840.php