onlineleben - 5:51 am on Jun 26, 2003 (gmt 0)

>> Study your referrals (the queries that are invoking your ads) and use negative keywords intelligently <<

Hi Java,
as dmorison said, it is about ROI. For finetuning my adwords I use a little php-script on my landing page and once per week (depending on traffic) I extract all the search phrases from the tracking file.
Those that come up with my chosen keywords, but are not related to what I offer, are used as negative keywords.
Since my links from the landing page to deep content are also in php I can also track if the user went further into the site.
You can see my little script here [webmasterworld.com]