If you are not using negative keywords match type in your Adwords campaign you are spending too much.

Google Adwords Quality Score (QS) algorithm is directly influenced by your Click Through Rate (CTR). Thus if you cut down on the number of useless impressions you can have a higher QS and eventually pay less for your Cost Per Click (CPC). Besides that you are obviously also saving on clicks that occur as a result of displaying your ad for those negative keywords.

How to identify Adwords negative keywords

The simplest way is to look at your actual keywords that you get the clicks for within Adwords. In order to do that, go to your campaign’s keywords tab and click “See search terms” – “All”. This way you will see the actual keywords t hat you acquire clicks for.

Furthermore, I would recommend excluding information type of keywords like:

image
jpeg (and other formats)
video
info
definition
free

Implementing Adwords negative keyword match type will save you money and get your QS higher. Make sure that you are consistently monitoring your campaigns and have your Google Analytics installed to record Adwords traffic.