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334 ● Check the price of these same words with your Google account. Are these prices close to one another? ● What type of searchers would you like to avoid? Write down five negative keywords for your site. Why are these words bad? ● Write down ten specific phrases that describe your business (think of problems you solve, not just your core keywords). Check the prices and search volumes. ● Are these generic terms? If they are generic, write down ten more terms and compare their prices. ● Before spending large sums of money on pay-per-click, you should spend hours writing ad copy and many hours performing keyword research. ● If you intend to spend heavily on Google AdWords, you may want to read the additional reports I linked to. You only need to find one or two good tips from a different perspective for these reports to pay for themselves.