When you focus on direct marketing rather than brand advertising, permission rather than interruption marketing, and exact rather than broad keywords, you get to expend less than 1 percent of the effort and reap over 50 percent of the rewards.
Source: http://feedproxy.google.com/~r/sewblog/~3/uhaZPtZttUw/Master-Google-AdWords-in-3-Steps-With-the-8020-Rule
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