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Nearly 5 years ago when I was quite new in advertising I took my first steps with Google AdWords and I wrote this short article. Since then a lot has happened but still the essence of this article is true.

The secret of Google AdWords is: Relevance

Google rewards you for being relevant and they let people who are searching vote for your ads. If your ad gets clicked, it’s relevant to the keyword/search that triggered it. If your ad doesn’t get clicked, it simply is not relevant. It’s that simple.

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