Negative keywords are an essential part to any PPC campaign.  Combing through Search Query Reports to exclude the irrelevant, poor-performing, and occasionally bizarre query is probably one of the highlights of my week.  

For today's lesson, we're going to start at the very beginning: structure.  Before you write ads, generate keywords, segment ad groups, or build campaigns, you need to know how you're going to structure your account.  What works and what doesn't?