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I've always wanted to use the word whither.  Like the Monty Python's Flying Circus episode "Whither Canada?".  But I digress...

I've just posted this article on The Caffeinated Blog, and I'd love opinions/comments from fellow online marketers:

The Positive Side of Negative Keywords, Part 2: Negative Match Types

Do you think Google has made enough known about negative match types?  I'm quite sure there are a lot of other highly valuable tactics that they've conveniently not informed advertisers about.  Have you seen better results from the use of negative match types?