Remember to use negative keywords in your Adwords campaigns. Anyone using one of your negative keywords as part of their search criteria will not be shown your advert. This can be useful if, for example, you are targetting the top end of the market for a certain product or service... Use words like 'cheap' and 'free' as negative keywords to prevent bargain hunters from seeing your advert.... ...or words like 'rental' and 'for hire' if you only sell products and don't rent them out. ...or words like 'britney' if you sell African Spears! Anyway, you get the picture. You might reduce the overall number of clicks that you get by using negative keywords, but the average quality of each visitor should increase (and you'll pay less!). You can apply negative keywords to specific advert groups within your campaign or to the campaign as a whole.