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Here is a video about Adwords from Dr. Glenn Livingston . This is what he says about Adwords.

Choosing your single most important  "Bulls-Eye" keyword for
success in AdWords must be based upon considerations of
Relevance, Volume, and Monetizability.

And equally important to choosing the Bulls-Eye is knowing
how to choose the smallest set of related keywords which
go on your "keyword archery target", and knowing EXACTLY
where those keywords stop.
  Read more... (117 words, 1 image, estimated 28 secs reading time)