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After log file and web traffic analysis, you will have a terrific list of converting keywords. Be careful how you use them. Since you have extremely limited space in which to define your unique offering and appeal to customers, avoid repeating keywords. In addition to helping you provide as much relevant information as possible, this will also help your ad be accepted by the engines. AdWords and Overture will not approve ads that use what they consider to be “spamming” techniques, including overuse or repetition of words. Don't waste space, time and advertising resources: craft a creative description for your ad that will entice users to click on it.