Let me give you an example. Some cell phones cannot accept ringtones on the web. If you wanted to target Cingular users, and Verizon users, but didn't want Nextel users, you would use these keywords:
"Cingular ringtones"
"Verizon ringtones"
"ringtones"
"ringtone"
And then other keywords associated with ringtones.
You can add negative keywords that will not display your ad when those keywords are detected.
For example, your negative keyword list would include:
Nextel
That is all you would need because anyone searching for "Nextel Ringtones" would be detected because they used the word "Nextel".
The only other thing you might want to add would be a misspelling, but misspellings are at least 10 posts in themselves!
To use the Google AdWords negative keyword feature, click "Tools" under your Campaign tab then click Edit Campaign Negative Keywords. Type your words in and click "Add"
