The most important part of any pay per click advertising campaign as far as you are concerned - apart from getting lots of extra traffic to your website that is - is that your money goes as far as it possibly can. Now it probably won’t surprise you to know that bidding on the term ‘credit card’ will cost you far more than it would to bid on the term ‘grasshopper’. You’d be looking at dollars rather than cents - and a lot more competition to boot.

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