You want your advertisements seen by people who are looking for a product or service similar to what you offer. You certainly don’t want clicks from people who are looking for some thing else, especially when you have to pay for those clicks.

The easiest way to achieve this is by using negative keywords. Your advertisement will not be shown to people who type in one or more keywords present in your negative list. One way (and probably the best) to find the negative keywords is to go through the web-logs of visitors from Google Ad-words and pick out the keywords that you don’t want visitors for.

You can also use Keyword Strategy Studio to find negative keywords.

Just use it normally and brainstorm your base keywords. Now go through the list of suggested keywords and pick the terms you don’t want associated with your product or service. Add these as your negative keywords. You can also print out the keyword suggestions from within the software and then do it on paper.

For example, if you are a web design company and lookup "web design" in Keyword Strategy Studio one of the keyword suggestions it brings up is "Flash web design". If you don’t offer Flash based designs you should add "flash" into your negative keyword list.