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How much research did you do before you chose your keywords?
You mentioned adding keywords. Did you dump those that were obviously not converting?
Did you apply that ad fat to those that was?
Did you add any more value to convert the warm - hot keywords faster?
How long had your competitors been advertising on those keywords before you plugged them?
What are their members area like? Is it better than yours, worse or equal?
Did you run through descriptions until you can't no more so you can get specific as possible far as keyword picking goes?
Some times less targeted traffic = a lot more conversions.
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