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The one more important for beginners is because as a beginner you are still learning the process. The best affiliate programs have pre-made creatives like banners, suggested keywords, and pay-per-click ad copy that you can use in your campaigns.

However, don't use the keywords and ad copy exactly as given, since every other affiliate using the program will be using the same thing, and you'll end up competing against each other. Instead, use the keywords and ad copy as ideas on how to find your own keywords and structure your own ads. Doing this will also help you learn essential marketing skills that will help you grow your business as an internet marketer.