When developing adwords campaigns its important to optimise your campaign. If it hasn’t been optimised you may receive a high click through rate, but some of those clicks maybe from people looking for something completely unrelated.

For example you are a company selling cars, so you set up a basic adwords campaign. An obvious choice of keywords would be ‘Car’, ‘Cars’ for ‘Cars for Sale’, ‘Autotrader’. Now thats all very well and immediately your website will start receiving traffic (excuse the pun). But consider that other kinds of searches could include the word car, for example, ‘Hire’, ‘Toy’ and ‘Tax’.

So when creating an optimised campaign negative keywords are just as important as the main search keywords. Including these negative keywords will reduce the click through rate intially, but will ensure that the ‘clicks’ you get will definately be from people looking specifically for your product or service, not a tonka toy or hire car for there holiday in florida (unless thats what you want of course….).