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I tend to agree with everyone's thoughts here. The idea of "starting generic and cheap" is a great thing to do. It's often best if you start off bidding on a "broad" perspective compared to a phrase match or exact match bidding philosophy, to get a better idea of how people search for you. Be of the understanding that you will lose money the first 3 months, but just like anything this will allow you to research and better fine-tune your strategy. Also PPCHero.com is a great blog to read for PPC tips, tricks, and overall advice.