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I've been tweaking Goggle Adwords for a long time. It's really nice when you come to that point that the users like your ads and click them more often than your competitors ads. This is noticed by Google which then, not only shows your ad more times, you are also charged a smaller amount per click than your competitor and still placed as number one, due to Google's wish to add quality to their users.
It's a very well functioning system, but you need more than a basic understanding of the mechanisms behind it to be able to make bank. But spend a few hundreds on a smaller, less competitive branch and learn there. Then you move it up.
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