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Do not use “click here” or “link here,” or other calls-to-action that could apply to any site. Google AdWords will not approve ad listings that do this, and it also wastes your space and would generate clicks that cost you advertising budget and yield less valuable visitors. Instead, craft a specific call-to-action that tells the user what he or she will be doing or getting by following a link. Use more of the keywords you find in your site analysis tools that yield high conversion rates. For example, if you have a web site that lets users search for real estate, do not simply use a link that says “click here to search.” Instead, use your space to say “Find your next home today.”