Shane and Maria discuss the importance of utilizing Negative Keywords to exclude traffic for irrelevant search queries, which can improve CTR if done correctly. Learn how to access pre-defined negative keyword lists for your industry, dig through your search query reports for both negative and positive keyword opportunities, the proper match type for negative keywords, the frequency at which you should be adding negative keywords and the quick fix of turning off close variants when your CPA is out of control.

A step-by-step guide to creating Negative Keyword lists and Keyword Mining with SQR’s can be found in the PPC Professionals AdWords Best Practices Tutorial.