First things first: an online advertising campaign is based on keywords so we start by assembling a strong keyword list. The more relevant and specific the keywords, the lower the cost per click and the less competition there is. General keywords eat up the advertising budget in no time and don’t bring relevant visitors, so we go for specific and multiple-term keywords. They are much cheaper and generate at least as many conversions as the single-term keywords. This can be explained by the fact that surfers who use specific keywords are further in the sales funnel and are more likely to buy something.

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