With the now fully accepted quality score mechanism implemented in all major PPC platforms (and soon to be MSN too), click through rate (CTR) is even more important now than it ever was. Broad match and advanced matching options allow your products and services to be found for terms you may not even have thought existed but that luxury comes at a price. The phrases you “never knew existed” can also be phrases and search terms you do not want your ads to show for. Having a comprehensive and well built negative keyword list can significantly improve not only your CTR, but your conversion rate too. Here are some of the methods that we use to build our negative keyword lists.