I have a creative mind.  I am surrounded by others with creative minds.  I was touched by one of these minds today in a blog post written on 7/14 by Anirudha Kurulkar.  Here is the link to his post: PPC & SEO Compared to Human Life

His story relates the importance of using negative keywords in PPC campaigns to appear in exactly the kind of search for which you want to be found.  Briefly, you ask God for a child, God gives you a beautiful child but the child is blind.  Well, you didn’t tell God you wanted a child with sight.  You got lucky he gave you one with legs, but why leave your results to luck.  Give search engines enough information to give you exactly what you want.  Negative keywords are an underutilized important part of all campaigns.  Use them and use them wisely.