Choose relevant keywords, do not go for obscure ones, choose keywords and keyphrases that are being searched for.
Do not try to list your entire catalogue in one campaign, target specific products or services.
Set your bids quite low, you can always increase them.
Track your campaign as this will give you the information about what is working and what is not. It will also allow you to tweak your bids.
Be prepared to settle for positions 3 - 4 as these will be cheaper but you will still be visible.
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