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it is very important to put in all the information Google asks for. It may not seem like much but every little bit helps increase your quality score. Make sure everything is filled out and complete. To make life a little easier i suggest using Google Adwords Editor if you have not been using it already. This tool allows you to make changes to multiple ad groups, campaigns, keywords, and anything else. The tool is from Google so its 100% safe for your campaign.
There is a science behind a pay per click campaign. Its not only about making a few ads and paying the highest amount. The quality score of your site is in direct relation to how your campaign will perform. The better your quality score the less your CPC will be.
I have made campaigns which i have been able to cut the cost per click in half and increase the traffic by 100%.
I suggest you research "quality score".
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