Here are three methods to get your negative keywords for pay-per-click programs such as Google AdWords. Some of these methods can be done at the start, others take time based on Google serving your ad to the wrong prospects, unfortunately, and you have to weed them out.

Throw the Obvious Ones in off the Top of Your Head
1. It is definitely good to input account-wide and/or adgroup wide keywords right off the bat. You probably want to go ahead and put in “Free” as a negative keyword, unless you do offer something free and make your money on the follow up products/services.
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Clients love to see their sponsored listings at the top of Google. If he/she does not see their ad for the one keyword phrase he/she decided to type in at that moment out of 500 keywords that we are bidding on, they think the campaign is not running.

I have put together a list to refer to any time a client may ask “Why aren’t my ads showing on Google?” It could be any one of these reasons, some are controllable, some are not.

1. Daily budget has been spent for that campaign - ads will start up again promptly at midnight if not on an time slotted ad schedule.

2. Ad is on “Standard Rotation” that may show every other Google search (hit refresh on your browser). Campaigns can switch it to “Accelerated” but will typically be “clicked out” for the day much faster.
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Even More Organized AdGroups
If your adgroups are already well organized, take that extra step
to draw out your adgroups even more to achieve close to wysiwyg
(what you see is what you get); the name of the adgroup is essentially
the keywords within. Each name of each adgroup should contain the
two root or parent keywords that are a basis for the whole group.
Broad, Phrase, Exact, Plurals, and the occasional two to three word
qualifier added to the beginning or end of the key phrases can also
be included in each adgroup.

Out Organize Your Competition & Win
Once this is done, you will have a great advantage over 95%
of your competition who just form one campaign, and one adgroup,
and dump all keywords in. You will be able to see which groups of
keywords are working, and which are not, at a glance. “Working”
can be defined in many ways, but some of the most important goal
metrics, depending on what type of client, is lower cost-per-conversion,
higher conversion rate, and higher click-through-rate.
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