To get Ray’s Lunch Box on Google you first have to decide the type of ad.  For this example Ray’s would be an functional brand showing how the food was made.  Then you decide the target audience you want to advertise to.  Usually you pick two different audiences.  For Ray’s the two audiences that should be targeted are Temple college students, and Temple facility.  Each target audience is then an ad group and needs keywords that someone would search on Google when looking for places that deal with the same idea.  Keywords for college students could be, free delivery, located next to campus and diamond dollars accepted.   For facility they are close to the other ad group, but should have a whole different set of keywords.  For Temple facility the keywords could be lunch specials, free WiFi in store, and new food options at Temple.  Once you have these keywords you need to set aside how much you want to spend on the campaign and in what area.  You can divide your money by cost per 1ooo impressions (views), cost per click, and cost per acquisition.  So say Ray’s Lunch Box gives me 2,000 dollars to spend, I would then associate which strategy would fit best with this market.  I would prefer to put the most money in cost per acquisition, so you’re paying Google only when someone buys something for your link.  I would go 1,000 dollars for cost per acquisition and then 500 each for the other too.  If the cost per acquisition bid is 5.00 and you spend 1,000, then your return on investment is 200 acquisitions.  Finally the last thing I would need to do is design the search ad that would appear on the paid sidebar of Google’s pages.  What is needed in a search ad is a headline, link, message, and tag.        A good headline for Ray’s would read Temple’s Newest Food Option.  The link then would be their website which is http://www.rayslunchbox.com.  The message describes what the business intends to do. For Ray’s it would say, specialty made hoagies at college prices.  Then the tag would be the business’s location.  Ray’s Lunch Box’s address is  1536 N Carlisle St, Philadelphia, PA 19121.  Also including the phone number in the tag can be beneficial for a business that might take a lot of phone orders.  Overall this is something I could do for Ray’s Lunch Box, using the strategy of Google Adwords.