Nov OR Videos, Cameras, etc. arthroscopic

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1 This is a list of keywords that represent products from five key Endoscopy product areas. The keywords shown here are words that do not appear in Google natural searches. By investing in this Adwords campaign, we aim to spend a fixed amount of money to increase our site traffic in specific areas, by paying to appear in specific keyword searches. Google Adwords Keyword Tool Estimations Ad Position Avg. CPC Advertiser Competitio n Highest Occurred In Keywords 3-Chip Camera 12,100 14,800 3 chip 1 3 $0.99 Nov OR Videos, Cameras, etc. arthroscopic camera 3-Jan $ No Find OR videos, cameras, autoclavable camera 3-Jan $ No flat panels, printers & accessories camera 8,100 4,400 medical 3-Jan $1.11 Aug medical video camera 3-Jan $ May arthroscopic camera 3-Jan $0.05 arthroscopy camera 3-Jan $0.05 autoclavable cameras 3-Jan $0.05 cameras for medical 3-Jan $0.05 endoscopy camera 3-Jan $1.97 med surgical camera 3-Jan $ No 73 No No 46 No No medical 8,100 4,400 camera 3-Jan $1.11 Aug medical digital cameras 3-Jan $ No surgical cameras 3-Jan $0.05 Ad Position Avg. CPC Keywords imaging & surgical 3-Jan $0.05 med surgical imaging 3-Jan $0.05 Advertiser Competitio n 140 No Digital Imaging Stryker SDC Ultra Highest Occurred In All-in-one medical imaging system August 16 No archives surgical images and videos No surgical 1,000 1,000 imaging 3-Jan $0.92 Feb Powered Shaver System Ad Position Avg. CPC Keywords arthroscopy shaver 3-Jan $0.05 arthroscopy shaver system 3-Jan $0.05 arthroscopy shaver system 3-Jan $0.05 Advertiser Competitio n Approx Search : August Approx Search : Approx Search : Approx Avg Search Approx Avg Search Approx Avg Search Strkyer Formula Shaver Highest Occurred In Combines power and precision giving August 320 No surgeons maximum performance. 28 No 28 No Gynecology Jul Stryker Gynecology

2 Ad Position Avg. CPC Advertiser Competitio n Highest Occurred In Find Gynecology instruments Keywords resectoscop e 3-Jan $1.16 2,400 1,900 Oct and fluid management. Keywords Ad Position Avg. CPC arthroscopic fluid managemen t 3-Jan $0.05 fluid managemen t 3-Jan $0.91 fluid managemen t products 3-Jan $0.05 fluid managemen Advertiser Competitio n Approx Search : August Fluid Management Approx Search : August Highest Occurred In 16 No Stryker FloSteady Pump Approx Avg Search Approx Avg Search 4,400 4,400 offers maximum performance in Sep a compact, space-saving design. No t system 3-Jan $1.49 Aug medical fluid managemen t 3-Jan $ No Key Ad Position column. Several factors are considered when making this calculation, including the quality of your campaign. If you're not comfortable with the estimated average CPC, try optimizing y Average Cost-per-click (CPC) The system predicts the average cost each time a user clicks your ad on the associated keyword. The cost is specific to the position range shown in the Ad Positio Several factors are considered when making this calculation, including the quality of your campaign. If you're not comfortable with the estimated average CPC, try optimizing y Advertiser Competition This column shows the number of advertisers bidding on each keyword relative to all keywords across Google. The shaded bar represents a general low-to-high quantitative g Approximate Search [Previous Month] This column shows the approximate number of search queries matching your keywords that were performed on Google and the search network in the previous calendar mon Approximate Average Search This column shows the approximate average monthly number of search queries matching your keywords that were performed on Google and the search network over a recen

3 3-Chip Camera Variations OR Videos, Cameras, etc. Find OR videos, cameras, flat panels, printers & accessories FloSteady Pump Stryker FloSteady Pump offers maximum performance in a compact, space-saving design. Formula Shaver Strkyer Formula Shaver Combines power and precision giving surgeons maximum performance. SDC Ultra Stryker SDC Ultra All-in-one medical imaging system archives surgical images and videos Resectoscope Stryker Gynecology Find Gynecology instruments and fluid management.

4 Budget Details $5000 Budget for 3 month period. 13 weeks. 91 days. $54/day If we assume a $5000 Budget for a 3 month period, or 91 days, divided evenly, it works out to $54/day. Currently, the campaign is paused (inactive) and the budget is set to the default of $100/day, but can be easily adjusted. Once the campaign is activated, it will be closely watched and refined based on the first few days or week s results. Positive results will be assigned more of the budget and poor performers reduced or removed. At that point, the modifications will bring the budget in line so that the campaign can continue for the entire period. Daily and weekly reports are set up to track the campaign and will be tracked on the site and ed to Denis (and can be set up to be ed to anyone else who wants) as well.

5 $5000 Budget for 3 month period. 13 weeks. 91 days. $54/day 3-chip Camera SEM Keywords Success Criteria 1188 Autoclavable leading into the 1288 when we 3 chip arthroscopic camera autoclavable camera camera medical medical video camera [arthroscopic camera] [autoclavable cameras] [cameras for medical] [endoscopy camera] [med surgical camera] [medical camera] [medical digital cameras] [surgical cameras] User clicks on ad and lands on 1188 Product Page. Measure change in traffic on page before/after campaign. Measure using Google Tools and by comparing a baseline Omniture metric from before the campaign versus during the campaign. SDC line Digital Documentation SEM Keywords Success Criteria imaging & surgical med surgical imaging surgical imaging User clicks on ad and lands on SDC Ultra Product Page. Measure change in traffic on page before/after campaign. Measure using Google Tools and by comparing a baseline Omniture metric from before the campaign versus during the campaign. Powered Shaver System SEM Keywords Success Criteria Formula leading into the Crossfire when it launches arthroscopy shaver arthroscopy shaver system [arthroscopy shaver system] User clicks on ad and lands on Formula Shaver System Product Page. Measure change in traffic on page before/after campaign. Measure using Google Tools and by comparing a baseline Omniture metric from before the campaign versus during the campaign. Gynecology Gynecology resectoscope

6 Success Criteria User clicks on ad and lands on specific Gynecology product pages. Measure change in traffic on page before/after campaign. Measure using Google Tools and by comparing a baseline Omniture metric from before the campaign versus during the campaign. Fluid FloSteady Management/Suction Irrigation SEM Keywords arthroscopic fluid management fluid management fluid management products fluid management system medical fluid management Success Criteria User clicks on ad and lands on StrykeFlow 2 and/or FloSteady Product Page. Measure change in traffic on page before/after campaign. Measure using Google Tools and by comparing a baseline Omniture metric from before the campaign versus during the campaign.

7 URL Destination Links shown for each keyword, and grouped by product groups 3-Chip Camera > 1188 Autoclavable Keyword Current Bid Show Max CPC Hide Sort by: Bid URL Position 3 chip $1.00 arthroscopic camera $1.00 autoclavable camera $1.25 camera medical $1.00 medical video camera $1.25 [arthroscopic camera] $1.00 [autoclavable cameras] $1.00 [cameras for medical] $1.00 [endoscopy camera] $1.00 [med surgical camera] $1.00 [medical camera] $1.00 $1.25 Max CPC $1.25 Max CPC

8 [medical digital cameras] $1.50 [surgical cameras] $1.00 Digital Documentation > SDC line Keyword $1.50 Max CPC Current Bid Show Max CPC Hide Sort by: Bid URL Position imaging & surgical $1.00 med surgical imaging $1.00 surgical imaging $1.00 Powered Shaver System > Formula Keyword URL: anddocumentationsystems/digitaldocumentation/index.htm URL: anddocumentationsystems/digitaldocumentation/index.htm URL: anddocumentationsystems/digitaldocumentation/index.htm Current Bid Show Max CPC Hide Sort by: Bid URL Position arthroscopy shaver $1.00 arthroscopy shaver system $1.00 [arthroscopy shaver system] $1.00 Gynecology > Resectoscope Keyword URL: Arthroscopy/PoweredShaverSystem/index.htm URL: Arthroscopy/PoweredShaverSystem/index.htm URL: Arthroscopy/PoweredShaverSystem/index.htm Current Bid Show Max CPC Hide Sort by: Bid URL Position resectoscopes $1.00 Fluid Management > FloSteady Pump URL: /Gynecology/Resectoscopes/index.htm

9 Keyword Current Bid Show Max CPC Hide Sort by: Bid URL Position arthroscopic fluid management $1.11 fluid management $1.00 fluid management products $1.00 fluid management system $1.00 medical fluid management $1.00 $1.11 Max CPC URL: Arthroscopy/FluidManagement/FloControl/index.htm URL: Arthroscopy/FluidManagement/FloControl/index.htm URL: Arthroscopy/FluidManagement/FloControl/index.htm URL: Arthroscopy/FluidManagement/FloControl/index.htm

10 ~ ~ ~ Future Considerations There are enhancements that we can make as we progress with SEM. To get more concrete ideas of successful campaigns, we can add an optional feature to our AdWords campaign, called Goals. A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a registration or download. For instance, we might define it as a specific product brochure from the Endo section of Stryker.com. This is also known as "success criteria" or "conversion" Set up an opt-in Outlook group to send campaign reports to, so interested parties can see reports and when team members come and go, it is only a change in Outlook and doesn t require any changes to the Adwords Admin pages. Currently the Adwords account that we are using is shared with other divisions and the Time Zone is set to Eastern. We should weigh the pros and cons of our own account. It may turn out that only we are using this account, in which case, we can adjust it to our Time Zone and ensure that ads and reports run in a manner timely for us.