One thing we do regularly for our clients is run search query reports from Adwords and MSN, pull all queries that are resulting in unqualified impressions or clicks, and add those in as negatives.
Doing this can really help narrow down your keyword list and prevent unqualified traffic from seeing your ad and not clicking – which prevents your impressions from skyrocketing and therefore lowering your click-through rate. But negatives also can prevent people from clicking on your ads, costing you money and lowering your conversion rates.
However, if you’re only relying on the search query reports you’re really only …









