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This document outlines an 11-step process for setting up an effective Adwords campaign including: 1) creating an account and campaign, 2) setting location/language/device targets, 3) creating ad groups with themes and languages, 4) choosing keywords based on site/competition/inspiration, 5) selecting keyword match types, 6) adding negative keywords, 7) writing relevant ads with calls to action and optimized landing pages, 8) measuring performance and optimizing, 9) setting up conversion tracking, 10) linking Adwords and Analytics accounts, and 11) providing contact information for questions.