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Bid low but enough to at least be on the first page of results. Find inexpensive keywords with few competitors. It is said that searches using keywords of 3 or 4 words in length are most likely to purchase what they are looking for. Choose very specific keywords that you feel someone would be searching for to find your exact products and/or services. There is no need to pay for huge amounts of untargeted traffic unless you are working on a branding campaign with millions of dollars to play with.