"Digital marketing firms that specifically cater to anti-abortion pregnancy centers make the ad-buying strategy clear. One such firm, Choose Life Marketing, has a guide that urges the centers to buy Google keywords using abortion terms. "It's vital to reach women on their phones early in the search process, before the abortion clinic can reach them," it says. Choose Life Marketing's guide recommends that centers note on their websites that they do not provide or refer abortions, while suggesting ad language that's vague about what the center does provide. "You can also be creative and instead use abortion terms in your ads without using them to describe a service offering: 'Get the facts before scheduling an abortion...' or 'Considering Abortion?' " it says. "Reaching abortion-minded women requires centers to be very strategic in all areas of marketing, but especially in Google advertising." In a guide focused on reaching women in states with restrictive abortion laws, Choose Life recommends that anti-abortion centers "bid on keywords related to the next city or town where abortion is available." Paid advertising, it says, "can help reach her in the knick [sic] of time. This is especially critical for reaching women before they travel for abortion.""