2. LOUIE’S FINER MEATS Cumberland, WI

3. POTENTIAL KEYWORDS sausage bratwurst cheddarwurst “wisconsin bratwurst” “italian sausage” [cotto salami] “hunter sausage” [beef jerky] “viking bratwurst”

4. BROAD MATCH sausage bratwurst cheddarwurst “summer sausage” bratwurst saussage “smoked meats" “german bratwurst” “bavarian cheddarwurst”

5. PHRASE MATCH “italian sausage” “wisconsin bratwurst” “hunter sausage” “viking bratwurst” “sweet italian sausage” “genuine wisconsin bratwurst” “delicious hunter sausage” “Minnesota viking bratwurst”

6. EXACT MATCH [cotto salami] [beef jerky] “cotto salami” “authentic cotto salami”

7. NEGATIVE KEYWORDS -kosher -equipment -gravy -calories

8. NEGATIVE KEYWORDS STARTER LIST -free -discount -case studies -about -career -education

9. WISCONSIN CAMPAIGN “sausage” “bratwurst” “cheddarwurst” “italian sausage” [beef jerky] -kosher -gravy -equipment NATIONAL CAMPAIGN “wisconsin bratwurst” [cotto salami] “hunter sausage” -kosher -calories VIKING CAMPAIGN “viking bratwurst” “viking sausage” -kosher -calories

10. WISCONSIN CAMPAIGN

11. NATIONAL CAMPAIGN

12. VIKING CAMPAIGN

13. REGIONAL PERFORMANCE VARIES

14. REGIONAL PROBLEM – LOCAL BUSINESS RESULTS

16. Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com

17. Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com

18. DYNAMIC KEYWORD INSERTION Louie’s Finer Meats Home of award winning {keyword: sausage and bratwurst}. louiesfinermeats.com Louie’s Finer Meats Home of award winning cotto salami. louiesfinermeats.com Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com

19. Louie’s {KeyWord:Finer Meats} Home of award winning {keyword: sausage and bratwurst}. louiesfinermeats.com/{KeyWord:Meats} Louie’s Cotto Salami Home of award winning cotto salami. louiesfinermeats.com/CottoSalami Louie’s Finer Meats Home of award winning sausage and bratwurst. louiesfinermeats.com/Meats

20. COPY TIP KEYWORDS SHOULD APPEAR IN YOUR HEADLINE AND BODY

21. COPY TIP AD COPY SHOULD RELATE TO YOUR LANDING PAGE

22. COPY TIP AD COPY SHOULD BE CONSISE AND RELEVANT Buy Louie’s Cotto Salami Buy our award winning cotto salami and fine meats. louiesfinermeats.com/CottoSalami Handcrafted Meats A family owned business for over thirty-five years. louiesfinermeats.com

23. AD PERFORMANCE REVIEWTESTREFINE

24. Louie’s Cotto Salami Buy our award winning cotto salami and fine meats. louiesfinermeats.com/CottoSalami Buy Louie’s Cotto Salami Buy our cotto salami, winner of 7 international awards. louiesfinermeats.com/CottoSalami COPY PERFORMANCE A/B TESTING

25. CAMPAIGN HIERARCHY

26. CAMPAIGN SETTINGS

29. BIDDING ESTIMATED CONVERSION RATE NET PROFIT PER CONVERSION THEORETICAL BREAK EVEN BID

30. BIDDING

31. BID LOWER WHEN YOU ARE COMPETITIVELY WELL POSITIONED

32. BID HIGHER WHEN YOU ARE COMPERABLE OR WORSE THAN YOUR COMPETITORS

33. SIMPLE ROI $200 – Campaign Cost145 Clicks@$1.38 Average CPC8.3% Conversion Rate = 12 Sales $24 Contribution Margin per Sale ($288 Profit) 44% ROI

34. REAL ROI COSTS Costs PeopleProcessTech

35. REAL ROI PROFITS IS THIS AN EXISTING CUSTOMER?

36. EXISTING CUSTOMER DID WE ALTER CUSTOMER BEHAVIOR?

37. NEW CUSTOMER WAS THIS A ONE-OFF PURCHASE?

38. PERFORMANCE = CTR * CPC

39. RELEVANCE

41. FAIL WHALE USE BROAD KEYWORDS SYNDICATE TO GOOGLE’S PARTNERS HAVE NO KEYWORDS IN AD COPY LAND ON THE CLIENTS HOMEPAGE DON’T USE NEGATIVE KEYWORDS TEST MANY THINGS AT ONCE

42. EXPENSIVE KEYWORDS

43. FREE RESOURCES Marketing and Advertising Using Google AdWords Learning Center - http://www.google.com/adwords/learningcenter/http://www.google.com/adwords/learningcenter/ Inside AdWords - http://adwords.blogspot.com/http://adwords.blogspot.com/

44. Photo Attributions Slide 38: '2006 US Cycle Pro Race - Team+T-Mobile‘ www.flickr.com/photos/57001982@N00/235930088 Slide 39: Don't stop innovation; http:/flickr.com/photos/mjb/7833919 Slide 41: Fail Whale: Copyright Yiying Lu http://www.yiyinglu.com/showcase/30.%20Illustration/01.%20Personal%20Illustrations/05.gif