1. Ads in a Quality Score World

4. IGNORE THE SCORE!

6. Google Yahoo Live Ask the needs of the user

9. Ads (the meat of the relevance sandwich)

10. Intention Enticement Goal Fulfillment

12. Ad Delivery

13. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

14. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

15. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning

16. Importance of AdGroups Root & Stem Relevance Retirement AdGroup: kw1 - retirement savings kw2 - retirement account kw3 - retirement information kw4 - retirement planning } } Decision Stage Consideration Stage

18. Test Ads by Match Type!

19. Ad Creativity

21. Did Ads Drive Traffic?

23. Did the Ads Increase Conversion Rate?

25. Did the Ads Increase RPV?

27. Landing Page Relevance or Optimized Irrelevance Please God-ogle, get me where I need to go!

28. Who & What Determines Relevance? Recipe A-C Title: “{keyword}” Ad Impressions Conversion Rate Recipe A 265,909 5.72% Recipe B 265,045 5.09% Recipe C 264,784 5.49%

29. Who & What Determines Relevance? Recipe D-F Title: “Find {keyword}” Ad Impressions Conversion Rate Recipe D 47,093 8.59% Recipe E 47,289 5.24% Recipe F 47,066 7.76%

30. Who & What Determines Relevance? Recipe G-I Title: “The Wait is Over” Recipe Impressions Conversion Rate Recipe G 46,518 9.84% Recipe H 46,795 8.11% Recipe I 46,579 11.76%

31. Creative Persuades

32. Impression Interest Expectation Persuasion Creative Persuades

33. IGNORE THE SCORE!