When Search Engines Become Answer Engines (16 Aug 2004)
Use negative keywords to keep your ad from being seen by users who are searching for free or cheap services. For example, add "-free, -cheap" to your keyword list. For most businesses, it's a good idea to add "-sex, -porn, -nude" as well.
Article URL: http://www.useit.com/alertbox/20040816.html
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