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When creating responsive ads, what metric is the most important to focus on when choosing keywords?

I'm a beginner when it comes to SEO, but I'm tackling creating a couple responsive ads for a program within a large hospital system that I work at to get my feet wet. However, I'm unsure about which metrics to focus on.

I've created lists of keywords within SEMRush that show many different metrics, such as volume, click potential, KD%, etc. So my question is, are there metrics to focus on when choosing keywords for responsive ads to get people to click?

Should I focus on the keywords with the highest amount of volume, the ones with the biggest "click potential", etc.?

I understand there are no easy answers when it comes to SEO, but any help (and maybe even more useful tools to use in SEMRush) would be great.

submitted by /u/LutheranSinner
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from Search Engine Optimization: The Latest SEO News https://ift.tt/BAi1MvG
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