I just read this article which is largely based on this article and it asserts that bidding for the top spot on Google Adwords is a waste of money.  I agree that it can be a waste of money and that marketers sometimes place too much emphasis on the number one Adwords spot but whether or not to demand top spot depends mostly on two things: 

1.  Who you are competing against.
2.  How good you are at copy writing (especially this).

If your direct competitor is in the #1 spot then take it but if the number one for the word “deck” is filled by a skateboard site and you sell building materials, take #2. You should take care of this with negative keywords, though. 

Lastly - and I cannot stress this enough - get really good at copywriting. Everyone thinks they are good at first and that is all I need to say. Take a class, read everything you can about copywriting and pay attention to the metrics of each of your ads.

After you turn your searchers into visitors, make sure you turn them into readers (keep them there) by giving them excellent content and a superb value proposition.

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