If I was in the Team Building business, I might well want my ad units to appear for key phrases like "team building events", "team building UK." However, you may also find by checking your Pay Per Click stats (via web log analysis or through your PPC control panel) that you are also showing ads for "team building pictures" or "team building games."

Deja vu? We talked about desirable and undesirable keyphrases in the "User Intent" message above, and here it is again, only this time with Pay Per Click, undesirable key phrases will COST YOU MONEY! So, lets ensure our adverts don't get shown for undesirable key phrases, and save the cash.

It is easy to do this with your Google Adwords campaign. Just add the keyword you want to exclude from your key phrases preceded by a minus sign, so we would add:

-pictures
-games

to ensure we do not server up adverts to people who are unlikely to be customers.