One of my favourite tricks with PPC campaigns is to use negative key words to refine the traffic to a client’s site.
Why do I mention this? Simply that many of the campaigns I take over or consult to fail to use them and end up buying unneeded traffic. Suppose you’re selling outdoor clothing for adults, you could bid on ‘breathable jacket’ but use ‘boys’, ‘girls’, ‘childs’ and other related words as negative key words if you only sell adult breathable jackets.
It really depends on what’s being searched on – your ongoing key phrase research will tell you, of course – as to whether it’s sensible to use negative key words or just bid on particular key phrases.
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