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The first thing most people do when opening up a pay-per-click marketing campaign is select multiple keywords.
This is great, if you're running multiple ads using them.
However, if you're only using one ad, then you're throwing money down the drain.
You should instead build ad groups that use one keyword, then experiment.
Create multiple ads using that one keyword and see which of them perform the best.
All the wasted money in the other scenario can be put towards a campaign that actually delivers a return on investment.
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