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Be prepared to spend some cash, without necessarily making any money, while you learn how to optimise, and be patient.
You'll learn new things every day, adopt and adapt what you learn.
* In a particular sense: Using a vast number of really general, only remotely related, keywords. For example, if you sell off-road truck tires, a keywords list full of words like the examples below would be a recipe for poor CTR, poor conversions, and endless frustration:
* off road
and on and on...
A really good keyword in the example above? Well, I'd start with:
* off road truck tires (and then build from there)