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When you spend money on PPC advertising, you want those ads to focus the visitor in on the product, service or content you mean for them to see. When choosing the URL path for each keyword, remember that it is best to direct the user directly to the product they seek. For example, if you sell "bamboo toothpicks", and the keyword you are bidding is "bamboo toothpicks," you should direct users clicking on your "bamboo toothpicks" ad to the "bamboo toothpicks" portion of your web site, rather than to the homepage or – worse – the “paper napkins” page. A direct route from your ad to your product will sell more products and yield a better return on your PPC marketing investment.