1. Google DKI Secret Sauce How to control word casing for Dynamic Text NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices. Copyright 2007 Matt Van Wagner, [email_address] Find Me Faster, Nashua NH. All Rights Reserved. All words ALL CAPS DARKSTAR COFFEE KEYWORD : Last word CAPS, all others INIT CAPs. Darkstar COFFEE K ey WORD : 1 st word CAPS, all other words lower case DARKSTAR coffee KEYw ord: All words INIT CAPS Darkstar Coffee K ey W ord: 1st word INIT CAPS, all others lower case Darkstar coffee K ey w ord: all lower case darkstar coffee k ey w ord: Description Example of Display: Syntax

2. DKI Ads Gone Wild In this case, the adgroup had the keyword “used thongs” (as in footwear). Google’s Expanded Broad Match likely picked it up for this odd user query, dynamically inserting it into this DKI ad.

3. How Does DKI Work Your Non-DKI Ad might be: DKI Ad Picks up Keyword: This customized ad will probably outperform the default ad. The DKI Ad is more directly relevant, and matching keywords are bold. Darkstar Coffee User’s Search Query Darkstar Coffee Petes Coffee Green Mountain Coffee Shop Rite Coffee Chock Full o’Nuts Coffee Maxwell House Coffee Gourmet Coffees Your Keyword List Buy Gourmet Coffees Save on Gourmet Coffees for Home or Office. Free Shipping! www.AcmeCoffees.com Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

4. How DKI Works on Google In this example, we show dynamic text in Title and Description fields with the following syntax: {KeyWord: Default Text }. Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

5. Google’s Syntax {Keyword: Default Text} Default Text is displayed if Title, Descriptions, or Display URL exceed character limits. Always Set a Default Text value, in this case Gourmet Coffees, otherwise your ad will not show if inserted text would exceed ad character limits.

6. Google DKI Secret Sauce How to control word casing for Dynamic Text NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices. Copyright 2007 Matt Van Wagner, [email_address] Find Me Faster, Nashua NH. All Rights Reserved. All words ALL CAPS DARKSTAR COFFEE KEYWORD : Last word CAPS, all others INIT CAPs. Darkstar COFFEE K ey WORD : 1 st word CAPS, all other words lower case DARKSTAR coffee KEYw ord: All words INIT CAPS Darkstar Coffee K ey W ord: 1st word INIT CAPS, all others lower case Darkstar coffee K ey w ord: all lower case darkstar coffee k ey w ord: Description Example of Display: Syntax

7. Applying Google’s Syntax Use for Proper Casing of Acronyms Instead of this: {KeyWord: PPC Campaigns} Use this syntax instead: {KEYWord: PPC Campaigns} Ppc Campaigns Need Help With Ppc Campaigns ? Let Us Show You How It’s Done. www.FindMeFaster.com PPC Campaigns Need Help With PPC Campaigns ? Let Us Show You How It’s Done. www.FindMeFaster.com

8. Applying Google’s Syntax Use for Proper Casing of State Abbreviations Instead of this: {KeyWord: Driving Schools in NH} Use this Instead: {KeyWORD: Driving Schools in NH} Driving Schools In Nh Learn NASCAR driving tactics to win more morning commutes. www.DriveMeFaster.com Driving Schools In NH Learn NASCAR driving tactics to win more morning commutes. www.DriveMeFaster.com

10. Learn More about DKI To learn more about creating successful DKI Ad campaigns contact: Matt Van Wagner matt @ FindMeFaster.com www.findmefaster.com (603) 595-1895 Coming this June, we will be announcing and releasing: DEKE - The DKI Ad Simulator for Adwords With DEKE, you can see how your DKI ads will actually look – before they go live! DEKE will help you improve CTR…and get rid of goofy-looking ads! You heard it first on Dave Szetela’s PPC Rockstars!