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It's very important to spend quality time creating your sponsored link as this is "online ad" that people will view in midst of search results and competing sponsored links (in some cases). You have ability to create a short headline coupled with two lines of text with approximately 35 characters per line - headline must be succinct and hard hitting and related text should backfill headline with supporting words that convey what goods or services your company provides.
Keyword selection can be most daunting task for setting up a new campaign - be prepared to spend some focused time working through multiple keywords to find those that you can afford. It typically takes 1-3 hours to find 10-20 keywords that are relatively low cost - however, if your budget is open-ended and you have sufficient marketing funds to pay $1-8. USD per keyword then it can take much less time. Your market focus is also another important variable that can impact keyword selection process - if you're in a narrow market niche with only a small number of competitors then it is much easier and faster to setup a campaign.
Finally, be aware you can find some keywords that are very inexpensive, but Google will disallow these if they don't drive a minimum clickthrough amount of roughly less than 1% - you can start off with them, but they will be turned off after 7-14 days if they aren't driving sufficient clickthrough volume.
Wordtracker Keyword Research Tool
You may want to utilize other keyword analysis tools that will give you a broader selection and help you to understand what keywords are popular and searched on, which in turn ensures keywords you do select will drive traffic and will not be disallowed by Google. Wordtracker (www.wordtracker.com) is an industry standard keyword analysis tool that those of us in online advertising world (and many others) have used for years to help us understand what keywords are popular - their service is very low cost and easy to utilize via their web site.
Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.