Don’t Listen to Google and 9 Other Google AdWords Tips to Increase ROI

3. Create 100 negative keywords per AdWords campaign. Adding negative keywords to an AdWords campaign is an important part of the optimization process, Shikhman said, as it allows users to eliminate search queries that are unlikely to convert into sales. For example, “if you sell notepads, the movie ‘The Notebook’ is a good example of negative keywords. If a searcher included any of those words in their search, your ad isn't going to come up.” Shikhman recommended thinking of 100 things your product is not, and coming up with a list of negative keywords to match.