Negative Exact Match Part II
Much to my chagrin, I didn’t really discover Negative Exact Match. Example: -[keyword]
In fact, it is called embedded match. (From the Department of Non-Descriptive Names.) The example Google gives is in the entertainment industry — you sell movie merchandise but you don’t own a movie theater or sell DVDs, so you can’t sell the actual movie experience. So you wouldn’t want people to click through to your site (and spend your AdWords money) if they type in just the word Spiderman but you want all the variations, Spiderman tights and Spiderman costume etc.