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Insightful, carlos, Thanks!
Didn't know that about PP. Also, any suggestions on adwords keyword strategy?
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Yes, key word heavy ads, key word heavy url if possible, key word heavy landing page, esp the title. Target your keywords heavily using exact and phrase match rather than broad match.
Watch all the learning videos on optimization here
http://www.google.com/adwords/learningcenter
Experiment with diff ads by rotating several ads and monitoring their performance. Delete poorer performing ones and make new ones to test.