Running Google ads (and/or Yahoo ads) can be a good way to determine which keywords you should make the focus of your optimization campaign. Use your log analysis tool to find out which keywords are being clicked on the most, and then see which ones turn into sales. If you don't have a log analysis tool, speak to your webmaster about setting one up (they are handy for more than just optimization).
Once you figure out which keywords give you the best bang for your buck, start optimizing for them.
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