It's like a big retail store, except instead of millions of salespeople walking up to everyone who enters asking "what can I help you with?", millions of customers walk in attempting to scream precisely what they want from you.
So your advertising there needs to convey the message that yes, I understand exactly what you want, and when you click here you will get exactly what you want. Then you link them to exactly what they want.
Customers love getting exactly what they wanted, PPC engines love giving the surfers exactly what they were looking for, and you love paying bills.
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43-922-863 Shut up and play your guitar.
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