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It's a valid question. I read that .Pdf, as well as the guys blog. I think overall it's probably pretty good advice, but I wouldn't take everything he says as the gospel.
The last thing you want to do with a new campaign is dump hundreds or thousands of keywords into adwords. Start off slow, keep them tight and relevant, and keep adding new content and relevant keywords over time.
That's my best advice anyway. Maybe someone can come by with a better answer for you.
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