1. Things to remember  You can’t move from Standard back to Starter  You can’t change your billing currency  You can’t change your time zone information  You CAN change your ads  You CAN change your ad groups and campaigns  You can’t move from Standard back to Starter  You can’t change your billing currency  You can’t change your time zone information  You CAN change your ads  You CAN change your ad groups and campaigns

2. Account set-up Account Account Campaign - up to 25 campaigns Campaign - up to 25 campaigns Ad Groups - up to 100 ad groups Ad Groups - up to 100 ad groups Keywords - up to 2000 Keywords - up to 2000 Account Account Campaign - up to 25 campaigns Campaign - up to 25 campaigns Ad Groups - up to 100 ad groups Ad Groups - up to 100 ad groups Keywords - up to 2000 Keywords - up to 2000

4. Effective Ways to Organize Your Campaigns:  Theme or product line  Website structure (learn, sign-up, donate  Different Brands (X, Y, Z)  Geography (Ann Arbor, Detroit Metro)  Language  Budgets  Theme or product line  Website structure (learn, sign-up, donate  Different Brands (X, Y, Z)  Geography (Ann Arbor, Detroit Metro)  Language  Budgets

5. Ad Group Strategy Pick out keywords and separate into different ad groups Pick out keywords and separate into different ad groups

6. Choosing Keywords When choosing keywords, think of what words someone would use to search for on Google when seeking information about your group When choosing keywords, think of what words someone would use to search for on Google when seeking information about your group

7. Grouping Keywords GourmetOrganicFrench Roast GourmetOrganicFrench Roast Specialty coffeeOrganic CoffeeDecaf French Roast Coffee Specialty coffeeOrganic CoffeeDecaf French Roast Coffee Gourmet coffeeDecaf organic coffeeFrench Roast coffee Gourmet coffeeDecaf organic coffeeFrench Roast coffee Gourmet coffee beansNatural coffeeFrench coffee beans Gourmet coffee beansNatural coffeeFrench coffee beans GourmetOrganicFrench Roast GourmetOrganicFrench Roast Specialty coffeeOrganic CoffeeDecaf French Roast Coffee Specialty coffeeOrganic CoffeeDecaf French Roast Coffee Gourmet coffeeDecaf organic coffeeFrench Roast coffee Gourmet coffeeDecaf organic coffeeFrench Roast coffee Gourmet coffee beansNatural coffeeFrench coffee beans Gourmet coffee beansNatural coffeeFrench coffee beans

8. Review, Test & Refine Constantly review and change Constantly review and change Continue to reorganize and improve Continue to reorganize and improve Constantly review and change Constantly review and change Continue to reorganize and improve Continue to reorganize and improve

9. Create a Keyword List 5 Step Process for creating a keyword list Expand Expand Group Group Match Match Scrub Scrub Test & Refine Test & Refine 5 Step Process for creating a keyword list Expand Expand Group Group Match Match Scrub Scrub Test & Refine Test & Refine

10. Writing Successful Ads Call to Action Call to Action Include keywords in your headline Include keywords in your headline Rotate your ads (have at least 2) Rotate your ads (have at least 2) Most relevant information first Most relevant information first Make sure ad goes directly to the appropriate page (URL) Make sure ad goes directly to the appropriate page (URL) Call to Action Call to Action Include keywords in your headline Include keywords in your headline Rotate your ads (have at least 2) Rotate your ads (have at least 2) Most relevant information first Most relevant information first Make sure ad goes directly to the appropriate page (URL) Make sure ad goes directly to the appropriate page (URL)

11. Headlines in your ad text Related directly relate to keywords being searched Related directly relate to keywords being searched Put successful keywords in headline Put successful keywords in headline (will show up bold) (will show up bold) Use keywords that have the most impressions or clicks Use keywords that have the most impressions or clicks Don’t use company names unless you are established company (Domino’s) Don’t use company names unless you are established company (Domino’s) Related directly relate to keywords being searched Related directly relate to keywords being searched Put successful keywords in headline Put successful keywords in headline (will show up bold) (will show up bold) Use keywords that have the most impressions or clicks Use keywords that have the most impressions or clicks Don’t use company names unless you are established company (Domino’s) Don’t use company names unless you are established company (Domino’s)

12. Descriptions in your Ad text Information about product or service Information about product or service Include a Call to Action Include a Call to Action Information about product or service Information about product or service Include a Call to Action Include a Call to Action