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worksheet continued

5. What ‘negative keywords’ can you use? When you use a negative keyword, you ad will not show up when that term is used. For instance, a used bookstore might want to use the negative keyword “textbook” to keep away people searching for used textbooks.

6. How can you create an effective ad? Look at ads for companies like yours.Try to find the shortest way to describe the unique benefit of your offering, and exactly who your target audience is. If you can, show your ad to a few customers or prospects to get their reactions.

7.

What’s your budget? How much are you willing to pay per click, and in total?You’ll need to calculate the value of getting a customer to your site.

To learn more about our products and services, call 1-800-NOW-OPEN or visit us at www.open.com

Copyright © 2005-2007 American Express Company. All Rights Reserved. The information contained in this document is meant for advisory purposes only. American Express accepts no liability for any outcome of its use.

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