Little of a redundant but you need to keep your advertising campaigns very very focused.
The worst thing that you can do in a PPC marketing campaign is to go with a topic is too general. You'll pull in results from all sorts of unrelated searches. You will fail to convert those results and ultimately it will end up hurting your webpage ranking as Google tracks all those people stepping in to your site and staying only for a short visit and then leaving immediately when they don't find with their looking for.
That is wasted money. Is also the money spent that ends up hurting you. Focus your campaigns on very specific keywords.
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