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On the advertisers network, I suppose it could be useful, it depends on the text of the advert I suppose.
Seems like now advertisers can manage their campaigns better.
I feel negative keyword feature will be popular very soon..
if you have specific key words you want to target - what difference does it make. And as far as novice - they are usually trying to reach a broad target so again - ?????
In some way the keyword tool is useful.
If you are selling "search engine optimization", you probably want advertise also "company, services, firm or specialist", but not "books, software tutorial or training", it all depends on your target market.