Every google Adwords advertiser should be checking in on their search terms report (located in keywords tab under details). This is a great place to find what your consumers are searching for keyword ideas as well as finding negative keywords for searches you do not want to come up in. Don't try to make the consumer think different. The key is to match what they are thinking already going into the search.
Another tid bit...I also find that using the Keyword Planner is a great way to proactively identify potential negative keywords before they even hit your search terms report and potentially cost you $.
Kim Clink, AdWords Top Contributor | Community Profile | Twitter | Clink Digital Marketing
Did you find any helpful responses or answers to your query? If yes, please mark it as the 'Best Answer.'