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2009 CLICKABLE GURU’S GUIDE
TO BETTER SEARCH ENGINE MARKETING
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THE CLICKABLE GURUS
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ANDREW BERNERO 2@! 9=! ;J/;12;=7;B! .=62=;! G918;5;1! L4.! 2@!
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INTRODUCTION
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Who Are The Clickable Gurus?
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Closing The Loop
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LEARN HOW TO WRITE EFFECTIVE AD COPY........................................................... 1!
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LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET....................... 77!
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Describing the Relevance ...
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Guru Tip: Keyword Insert...
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LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!!
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It’s the Ea...
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Guruguide- PPC

  1. 1. ! ! ! "#$%!&'(!)!**'!)()+)!,! -./012345!!!-62789:6;<!"=7><!?))&!966!12345@!1;@;1A;B>!C12=5;B!2=!54;!D=25;B!#595;@!.E!FG;1279
  2. 2. ! ! ! ! ! ! ! ! ! ! ! ! ! 2009 CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING ! -62789:6;!2@!9=!.=62=;!@.6H52.=!5495!G98;@!@;9174!9BA;152@2=3!#2G/6;<! "=@59=5! 9=B! C1.E259:6;>! -62789:6;I@! 2GG;B295;! 9752A952.=! 9=B! 2=5H252A;! H@;1!;J/;12;=7;!G98;!25!;9@0!E.1!G918;5;1@!5.!G9=93;!/;1E.1G9=7;! 971.@@!966!G9K.1!9B!=;5L.18@<!2=76HB2=3!M..36;<!N94..!9=B!O271.@.E5>! -62789:6;I@!/.L;1EH6!1;7.GG;=B952.=@!9=B!1;/.152=3!G98;!G918;5;1@! G.1;!;EE272;=5<!;EE;752A;!9=B!7.=E2B;=5!P!;A;=!95!54;!A;10!E21@5!6.32=>! -62789:6;I@! F75Q=32=;"! 975H9660! 6;91=@! G918;5;1@I! /1;E;1;=7;@! 9=B! ;=E.17;@! :;@5! /197527;@! 5.! G9J2G2R;! 1;5H1=>! -62789:6;! 96L90@! 62@5;=@! 9=B!7.=@59=560!2G/1.A;@>!S495I@!L40!7H@5.G;1@!.E5;=!@90T!U-62789:6;!2@! 628;!49A2=3!9!51H@5;B!9BA2@.1!96L90@!:0!0.H1!@2B;!;=@H12=3!@H77;@@>V!! ! ! ! ! "#$%!&'(!)!**'!)()+)!,! -./012345!!!-62789:6;<!"=7><!?))&!966!12345@!1;@;1A;B>!C12=5;B!2=!54;!D=25;B!#595;@!.E!FG;1279
  3. 3. ! THE CLICKABLE GURUS ! ANDREW BERNERO 2@! 9=! ;J/;12;=7;B! .=62=;! G918;5;1! L4.! 2@! A;1@;B! 2=! G9=932=3! /92B! @;9174! 79G/923=@! 9@! L;66! 9@! ./52G2R2=3! L;:@25;@! E.1! .139=27! @;9174>! W;! 49@! G9=93;B! GH652XG2662.=! B.6691! @;9174!79G/923=@!E.1!Y.15H=;!*))!7.G/9=2;@!9=B!49@!:;;=!71;952=3! @;9174!97ZH2@252.=!/1.319G@!/1.E;@@2.=9660!@2=7;!?))[>!F=B1;L!49@!9! $>F>!E1.G!%.154;9@5;1=!"662=.2@!D=2A;1@250!L254!9!G9K.1!2=!/@074.6.30>! ! EHREN REILLY!49@!L.18;B!L254!9!B2A;1@;!@;5!.E!762;=5@>!H12=3!42@! 5;=H1;! 95! @;9174XG918;52=3! 93;=70! -95960@5! #;9174! O918;52=3<! 4;! G9=93;B!@;9174!977.H=5@!E.1!@;A;196!Y.15H=;!*))!7.G/9=2;@>!F@!9=! 2=X4.H@;!21;75.1!.E!@;9174!G918;52=3!E.1!9=!9EE26295;!G918;52=3!9=B! 6;9B! 3;=;1952.=! @5915H/<! 4;! G9=93;B! 9=B! 5192=;B! 9! 5;9G! .E! KH=2.1! @;9174!G918;5;1@>!!W;!2@!96@.!9!M..36;!FB].1B@!-;152E2;B!2=B2A2BH96<! L4.! 49@! G9=93;B! B.R;=@! .E! 79G/923=@! E.1! @G966X:H@2=;@@! 762;=5@>!! Q41;=!4.6B@!9!$>F>!2=!^2=3H2@527@!E1.G!-916;5.=!-.66;3;<!9=B!9!O>F!2=! -.3=252A;!#72;=7;!E1.G!_.4=@!W./82=@!D=2A;1@250>!C12.1!5.!42@!@;9174X G918;52=3! 791;;1<! Q41;=! /H:62@4;B! @;A;196! @72;=52E27! /9/;1@! .=! 4.L! /;./6;!1;9B!9=B!/1.7;@@!69=3H93;>! ! HANNY HINDI 2@! 9! 5;74=2796! L125;1! L254! ;J/;152@;! 2=! 7./0L1252=3<! @;9174!;=32=;!./52G2R952.=<!9=B!@;9174!G918;52=3>!W;!49@!L.18;B!9@!9! B;A;6./;1! .=! /.1596! 2G/6;G;=5952.=@! E.1! 54;! D=25;B! #595;@! F1G0<! %9A0! 9=B! ;/915G;=5! .E! W.G;69=B! #;7H1250`! 9@! 9! 5;74=2796! /1.K;75! G9=93;1! 95! -9=5.1! Y25R3;196B`! 9=B! 49@! 2G/6;G;=5;B! =HG;1.H@! 7H@5.G2R;B!:6.3@!9=B!];:!@25;@!9@!9!E1;;69=7;!7.=@H659=5>!W9==0!49@!9! $>F>!E1.G!54;!D=2A;1@250!.E!C;==@06A9=29!L254!9!G9K.1!2=!/426.@./40>
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  12. 12. 2 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  16. 16. 6 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  19. 19. LEARN HOW TO WRITE EFFECTIVE AD COPY 9! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING X3"! 0')-%,! +,*'"$#0'"! #0! )-2.'$#%&! :#$1! -$1'"! -(('"0! (-"! .'"0-%+4! <+%P-!4'00-%08!C1+$!2+5'0!$1'#"!-(('"!3%#R3'U!?!("''!4'00-%;!.'"1+.08! L!:"-$'!+<-*'!$1+$!:'!:#44!%'',!$-!#%)43,'!2'%$#-%!-(!`4'00-%0`!#%!-3"! ,'0)"#.$#-%!$-!#%,#)+$'!"'4'*+%)'8!Z-:;!:'!+40-!%'',!$-!2'%$#-%!$1'! ("''! -(('"! $-! #%,#)+$'! *+43'8! `G'"0-%+4! I'00-%08! W#"0$! I'00-%! W"''`! #0! )4'+";!"'4'*+%$!$-!0'+")1'"0!4--5#%&!(-"!.'"0-%+4!4'00-%0;!+%,!1#&14#&1$0! $1'!3%#R3'%'00!-(!$1'!-(('"8! W#%+44/;!:1+$!+"'!0-2'!$1#%&0!$1+$!2+/!<'!#2.-"$+%$!$-!)30$-2'"0!-(!+! ,'4#*'"/! 0'"*#)'U! D.'',U! Y'.'%,+<#4#$/U! 9-0$U! `W"'';! Y'.'%,+<4';! D+2'@Y+/!Y'4#*'"/`!)-*'"0!+44!$1'0'!<+0'08!>1'!0$"+#&1$!,'0)"#.$#-%!-(! $1'!0'"*#)'!@!(4-:'"!,'4#*'"/;!#%)43,#%&!"-0'0!@!#0!+4"'+,/!)-%$+#%',!#%! $1'!1'+,4#%'8! D-!(+";!:'c*'!:"#$$'%!$:-!$1#",0!-(!-3"!+,0;!&#*#%&!30A! ! "#! $%&'()*+,!>-.!O'B#)+%! ?3$1'%$#);!S-3"2'$!-./&'(0!93#0#%'! ! 1#! I'+"%!>-!G4+/!>1'!2(03*! G'"0-%+4!4.,,*0,8!W#"0$!4.,,*0!W"''! ! 5#! C+%$!6*,.,!Y'4#*'"',!Z-:U! W"'';!Y'.'%,+<4';!D+2'@Y+/!Y'4#*'"/! ! e0'"0!01-34,!%-:!5%-:!:1+$!#$!#0!$1+$!-3"!$1"''!+,*'"$#0'"0!1+*'!$-! -(('";! 1-:! $1+$! -(('"#%&! 2''$0! $1'#"! %'',0! 6"'4'*+%)'7;! +%,! :1+$! 2+5'0!$1+$!-(('"#%&!<'$$'"!$1+%!-$1'"0!-%!$1'!.+&'!6*+43'78!>1'!%'B$! R3'0$#-%! $-! +%0:'"! #0;! `C1+$! ,-! L! %'',! $-! ,-! %-:U`! >1#0! #0! $1'! R3'0$#-%! /-3! :#44! +%0:'"! #%! $1'! (#%+4! 4#%'! -(! /-3"! +,! @! $1'! `9+44! $-! ?)$#-%J8!L$c0!+40-!$1'!03<P')$!-(!-3"!%'B$!$3$-"#+48! ! !
  20. 20. 10 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  24. 24. 14 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  25. 25. LEARN HOW TO WRITE EFFECTIVE AD COPY 15! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING Guru Tip: Keyword Insertion - Putting Keywords Into Your Search Ads ?.%@#0$4%A$+33.6%B0+<+4133.%C&5*$2%B)*&'$0%DE6%FEEG% ! >1'! (3%,+2'%$+4! $+05! -(! 2+"5'$#%&! +%,! 0+4'0! #0! $-! )-%*#%)'! .'-.4'! $1+$!$1'/!:+%$!/-3"!."-,3)$8!e03+44/;!$1#0!#0!+!$:-@.+"$!."-)'00A! ^8! W#&3"'!-3$!:1+$!'B+)$4/!.'-.4'!:+%$8! b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c"'!4--5#%&!(-"!#0!$-!#%0'"$!$1'#"!5'/:-",0!#%$-!-3"!+,08!!L(! 0-2'-%'!0'+")1'0!(-"!%')5!.+#%!"'4#'(;!$1'/!:+%$!$-!0''!+,*'"$#0'"0! :1-!-(('"!%')5!.+#%!"'4#'(8!!>1#0!0''20!-<*#-30;!<3$!4--5!+$!$1'!"'034$0! L!&'$!(-"!$1#0!R3'"/A! ! ! ! ?44!$1"''!-(!$1'0'!+,*'"$#0'"0!,-!#%!(+)$!-(('"!."-,3)$0!$1+$!$"'+$!%')5! .+#%8!!M-:'*'";!%-%'!-(!$1'2!1+0!+!*'"/!)-2.'44#%&!+,;!<')+30'!%-%'! -(!$1'#"!+,0!+)$3+44/!0+/!`%')5!.+#%!"'4#'(8`!
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  27. 27. LEARN HOW TO WRITE EFFECTIVE AD COPY 17! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING How to Do Dynamic Keyword Insertion >-!#%0'"$!+!5'/:-",!#%$-!/-3"!+,;!/-3!)+%!30'!$1'!5'/:-",!*+"#+<4'! h_'/C-",i! +%/:1'"'! :#$1#%! /-3"! +,! $'B$8! ! W-"! 'B+2.4';! #(! L! :'"'! +,*'"$#0#%&! *+"#-30! $/.'0! -(! )+%,#'0;! L! 2#&1$! 1+*'! $1'! (-44-:#%&! 5'/:-",0!+%,!$1'!(-44-:#%&!+,A! #! F-)5!)+%,/! #! 91-)-4+$'!)+%,/! #! S322/!<'+"0! #! 91'""/!)-",#+40! #! 91-)-4+$'!)-*'"',!&322/!<'+"0! ! M'+,4#%'A!h_'/C-",i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:-34,!+..'+"!,#(('"'%$4/!,'.'%,#%&!-%!:1+$!.'-.4'!0'+")1',! (-"8!!D-;!#(!0-2'-%'!0'+")1',!(-"!)1-)-4+$'!)+%,/;!$1'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#$%$&'()!"'*+,! -)&.%.$/0!"#$%$&'()!"'*+,! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;! ! N3$!#(!0-2'-%'!0'+")1',!(-"!)1'""/!)-",#+40;!$1'!0+2'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#)<<,!"$<+.'&0! -)&.%.$/0!"#)<<,!"$<+.'&0! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;!
  28. 28. 18 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >130;!L!:-34,!-%4/!%'',!$-!:"#$'!-%'!0#%&4'!+,!$-!0'"*'!'B$"'2'4/! 0.')#(#)!+,0!(-"!'+)1!-(!$1-0'!5'/:-",08! Default Text e%(-"$3%+$'4/;!#$c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bj!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!$1+$!#$!)+%c$!(#$! #%$-!$1'!+,!1'+,4#%';!+%,!H,'4#)#-30;!)1-)-4+$'!)-*'"',!&322/!<'+"0J! #0![j!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!#$!)+%c$!(#$!#%!$1'!,'0)"#.$#-%!4#%'!^8!! D-;!$1'!+,!)-./!L!."-.-0',!+<-*'!#0!%-$!+,'R3+$'8!!L!%'',!$-!0.')#(/!+! ,'(+34$! $'B$! $-! 01-:! :1'%! 2/! 5'/:-",! #0! $--! 4-%&8! ! W-"! $1#0;! #$c0! 303+44/!&--,!$-!30'!0-2'$1#%&!&'%'"+4!$1+$!#0!+..4#)+<4'!$-!+%/!-(!/-3"! 5'/:-",08!!L%!$1#0!)+0';!`&-3"2'$!)+%,/`!2#&1$!<'!+!&--,!-.$#-%8!!>1'! 0/%$+B! (-"! 5'/:-",! ,'(+34$0! #0! $-! .4+)'! +! )-4-%! 6A7! +($'"! $1'! :-",! `5'/:-",`;!+%,!$1'%!$1'!,'(+34$!$'B$8!!D-;!%-:!2/!+,!:-34,!4--5!4#5'A! ! M'+,4#%'A!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:#44!0$#44!#%)43,'!$1'!5'/:-",!:1'%!#$!#0!01-"$!'%-3&1;!<3$!#$!:#44! ,#0.4+/!$1'!,'(+34$!$'B$!:1'%!$1'!5'/:-",!#0!$--!4-%&8! Common Mistakes With Keyword Insertion >1'!+,*+%$+&'0!-(!5'/:-",!#%0'"$#-%!+"'!-<*#-30A!/-3"!+,!$'440!30'"0! $1+$!/-3!1+*'!'B+)$4/!:1+$!$1'/c"'!4--5#%&!(-";!+%,!$1+$c0!'B+)$4/!:1+$! $1'/! :+%$',! $-! 0''8! ! M-:'*'";! $1'"'! +"'! 0-2'! )-22-%! 2#0$+5'0;! :1#)1!)+%!<'!."'*'%$',!</!."'*#':#%&!/-3"!5'/:-",@#%0'"$',!+,0!(-"! +44!-(!$1'!5'/:-",0!#%!/-3"!+,!&"-3.08!
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  30. 30. 20 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  34. 34. 24 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  39. 39. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 29! Understanding Match Types ! X,,!+0!#$!0-3%,0;!$1'!(#"0$!$1#%&!:'c"'!&-#%&!$-!"'*#':!#%!$1#0!$3$-"#+4! -%!`)1--0#%&!5'/:-",0`!#0!$1'!)-%)'.$!-(!5'/:-",!`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`<"-+,J;! `.1"+0'`! +%,! `'B+)$J8! 6>1'"'c0!+!(-3"$1!#(!/-3!#%)43,'!`%'&+$#*'J;!:1#)1!:'c44!&'$!$-!#%!$1'! %'B$!.+"$!-(!$1#0!0'"#'0!-(!$3$-"#+4078!M'"'!#0!1-:!'+)1!-(!$1'!-.$#-%0! :-"50A! Match Type Basics: Exact Match >1'!'+0#'0$!2+$)1!$/.'!$-!3%,'"0$+%,!#0!EB+)$!O+$)1;!<')+30'!#$c0!$1'! 2-0$! 4#2#$',8! D#2.4/! .3$;! /-3"! `'B+)$`!2+$)1! 5'/:-",0! :#44! -%4/! <'! $"#&&'"',!:1'%!30'"0!0'+")1!(-"!'B+)$4/!$1+$!.1"+0'8! W-"!#%0$+%)';!#(!/-3"!EB+)$!O+$)1!5'/:-",!#0!`<+)5.+)50J;!/-3"!+,0!:#44! -%4/! <'! $"#&&'"',! :1'%! .'-.4'! 0'+")1! (-"! 'B+)$4/! $1'! $'"2! `<+)5.+)50`;!+%,!%-$!`"',!<+)5.+)50`!-"!`<+)5.+)5`!#%!$1'!0#%&34+"8! >1#0!+40-!:-"50!(-"!234$#@:-",!5'/:-",!.1"+0'0A!#(!/-3"!EB+)$!O+$)1! 5'/:-",!.1"+0'!#0!`.3".4'!01-'0J;!$1'%!/-3"!+,0!:#44!-%4/!<'!$"#&&'"',! </! $1+$! 0'+")1! .1"+0';! +%,! %-:! `.3".4'! $'%%#0! 01-'0`! -"! `"',! +%,! .3".4'!01-'0`8! >-!0'$!+!5'/:-",!+0!+%!EB+)$!O+$)1;!.3$!#$!#%$-!0R3+"'!<"+)5'$0;!+0!#%! q<+)5.+)5r!-"!q.3".4'!01-'0r8! Phrase Match D4#&1$4/! 4'00! 4#2#$',! $1+%! EB+)$! O+$)1! #0! G1"+0'! O+$)18! C#$1! G1"+0'! O+$)1;! /-3"! +,0! :#44! <'! $"#&&'"',! </! +%/! R3'"#'0! $1+$! #%)43,'! /-3"! 5'/:-",!-"!5'/:-",!.1"+0'8!
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  41. 41. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 31! Guru Tip: When Should I Use Phrase Match? ?.%J144.%J+42+6%B0+<+4133.%C&5*$2%L$9*$;'$0%FF6%FEEG% ! X3"!N'0$!G"+)$#)'0!$3$-"#+40!#%)43,'!+!,'$+#4',!,#0)300#-%!-(!5'/:-",! 2+$)1#%&! -.$#-%0;! <3$! #$! :-34,%c$! 13"$! $-! "'*#':! $1'! <+0#)0! <'(-"'! $3"%#%&!$-!+!,#0)300#-%!-(!$1'!`G1"+0'!O+$)1`!-.$#-%8! >1'"'!+"'!$1"''!5'/:-",!2+$)1!$/.'0A!`<"-+,`;!`.1"+0'`;!+%,!`'B+)$`8! ! #! 27*(?!-(9'%J!L(!/-3!0'$!/-3"!5'/:-",0!$-!`N"-+,!O+$)1`;!/-3"!+,0!:#44!<'! $"#&&'"',!</!0'+")1'0!$1+$!#%)43,'!/-3"!5'/:-",0;!0/%-%/20;!0#%&34+"!+%,! .43"+4!(-"20!-(!/-3"!5'/:-",0;!+%,!-$1'"!*+"#+%$0!-(!/-3"!5'/:-",08! ! #! K%7(,.!-(9'%J!D4#&1$4/!2-"'!$+"&'$',!$1+%!`N"-+,!O+$)1`8!L(!/-3!0'$!/-3"! 5'/:-",0! $-! `G1"+0'! O+$)1`;! /-3"! +,0! :#44! <'! $"#&&'"',! </! 0'+")1'0! $1+$! #%)43,'!/-3"!5'/:-",0!#%!$1'!0+2'!-",'"!#%!$1'!0'+")1!.1"+0'8!6D-!#(!/-3c"'! <#,,#%&!-%!`"3%%#%&!01-'0`;!`<"-:%!"3%%#%&!01-'0`!:-34,!:-"5;!<3$!`01-'0! (-"!"3%%#%&`!:-34,%c$78! ! #! L/('9! -(9'%J! >1#0! #0! $1'! 2-0$! ."')#0'! (-"2! -(! $+"&'$#%&8! L(! /-3! 0'$! /-3"! 5'/:-",! $-! `EB+)$! O+$)1`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