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Now I can't go into specifics into the McCain search campaign, but allow me to enlighten you search novices especially the ones in the political industry. If you really want a detailed explanation see this post I wrote called My Tips for Setting You Google Ad Prices. Basically your maximum bid price is NOT the most important factor in your paid click price; it is relevancy and quality score. If your ad and landing page are very relevant to the words you are buying and you make brilliant ads, you are rewarded...

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