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Pay attention to your ctr! The reason keywords in any campaign are so important is because more keywords=more impressions, more impressions means a higher denominator in the equation used to figure out ctr (clicks/impressions). The higher your ctr the less you pay for ads you can look at it like this (there are more factors, this is just to give you an idea) ctr/bid= ad cost. Therefore higher ctr equals lower ad cost.
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