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When I was 8 years old I received the invitation of a lifetime.And it all started, unexpectedly, with an emerald green envelope placed at our front door…“Goran, do you know someone named Sergio?” My mom asked, after quickly opening the mysterious letter.“Sergio?…” My young brain processed the question.This wasn’t a friend we had to our home.“…Yes mom, Sergio is the coolest kid in school. I think he’s rich or something! Everyone wants to be his friend.” I said half listening, sprawled on the floor with a fading GI Joe toy in hand.A rerun of Hercules, my favourite kids cartoon, played on our massive wooden framed tube TV.Lower middle class Canadiana living at it’s finest.“Well, the letter says Serigo’s invited you to his BIRTHDAY party! It’s in two weeks. And it’s at Chuck e Cheese!!”“…where a kid can be a KID?!” I said instantly, having memorized the thousands of TV commercials.Chuck e Cheese, the Disneyland or Taj Mahal of kid crazed fun. Where the upper middle class played!That must be expensive: A party at Chuck e Cheese? My parents only took me to Chuck e Cheese once, but I had a small budget and we couldn’t stay long.We weren’t rich. My dad worked in construction and mom was a part time waitress.“The invite also says “Pizza, drinks and games all included!”“REALLY?!” I jumped off the ground and began dancing like a clown.Yes it was true.Sergio invited little nerdy, shy me, to his fancy birthday party!But this also made no sense.Why would Sergio invite me?Sergio and I were not really friends in school.He was A list: Funny, cool, confident, and Sergio always had the coolest toys and the newest cloths and sports gear. Italian football shirts, or the latest Nike or Adidas gear. Sergio’s family was from Italy, they’d just moved over a few years earlier. And they were wealthy.Serigo knew he was IT and where he went, others followed.“So do you want to go?” You don’t really know Sergio? I’ve never met him or his mother.” My mom asked, with a kind of wisdom I couldn’t understand.“Yes! Of course, it will be amazing!” I said, imagining the pizza, the prices, the toys, and something else. Something more important than all those things…What if, just maybe, this was Sergio’s way of saying he wanted to be friends?Yes, that had to be it, I thought, Sergio wanted to be my friend!!!…2 weeks later….My mom and I arrived at Chuck e Cheese and were quickly shown to our table.“We have our own table?” I said, never experiencing reservations before.In our household, we always ate at home, you know, to save money.“No, not just that table, ALL these tables.” The hostess said, gesturing to all four groups of long tables side by side.A small sign in fancy writing said “Sergio’s Birthday Party” in the centre of it all.“Woah is there 1000 people invited?!” Do we all get birthday hats? And balloons!” I shouted, grabbing a hat in delirium as my mom thanked the hostess.“More like 40 people but, yes, most guests have arrived and the kids are playing already. Would you like to join them?” The hostess said, pointing to THE holy temple of Chuck e Cheese fun…Forget the dozens of kids video games, or the long row of mini bowling alleys, or the mini basketball courts; no, the Chuck e Cheese experience was not complete without a center piece called the Ballzone, a small pool sized wonderland of multi-coloured plastic balls designed for kids to jump and play in.“YESSSS!” I shouted, grabbing my birthday hat and making a b-line straight into the Ballzone, where over a dozen kids were playing.But where was Sergio?“SERGIO!” I shouted finally spotting him, waving my hands feverishly in excitement.But Sergio didn’t seem to notice me.Sergio did not wave back.It must be all the excitement, I thought. He must be in heaven. Sergio is so awesome…I jumped closer and shouted again. “Hi Sergio! Happy birthday! This is great! Thanks so much for inviting ME to your birthday partyyyy!”“Oh. Yeah. Hey.” Sergio said with less excitement.“My mom said I had to invite everyone, so…”“…And you don’t have to shout.”Sergio seemed annoyed.“Oh, everyone?” I asked, confused.“Yeah, our entire class. About 30 kids, and my cousins, and our neighbours, so it might be 40, plus parents. You’d have to ask my mom.”“oh…” I said feeling a lot less special.“Ok I’m bored of this. I want to play video games!!” Sergio said lifting his arms in the air, towards the ballzone exit.A posse of followers took their cue as they all quickly departed without a hello or goodbye.I was left with just two other clueless kids still inside.It appeared most of us were oblivious to what was really going on.Sergio didn’t care I was there?He invited everyone?His mom did?I took a deep breath.Should I even be here?My mom, detecting something wrong, encouraged me to play on. This was no time to be sad.After all, I’d always wanted go to Chuck e Cheese for a birthday party.This was my dream come true, or at least it should have been.Sometimes in life there are moments of sobering clarity, but the lessons are still hard to grasp.“Come on Goran, let’s go play in the bowling alley. It will be fun.” My mom said, pushing me forward.So, I decided to clear my head and make the most of it, not really seeing much of Sergio or all the strangers surrounding him all day long.Hours went by…We ate cheese pizza, french fries, birthday cake, and drank copious amounts of fizzy sugary drinks.I’d failed to leave in time.Before things descended into a sort of child's version of hell.Because the time had come for Sergio to open his gifts.This was when my mom and I noticed something:Every single toy that Sergio opened was more tremendous than the next.He received Transformers, GI Joes, and entire Toy Train Sets.It was the cream of the crop in gifts - ten birthday’s worth, all in one day!And these were not just a lot of gifts, they were expensive gifts too.Gifts, when mom and I were shopping, we just couldn’t afford.One week back, Mom and I decided on a bag of army toy soldiers for Sergio. They were all green and in different fighting positions. No larger than an inch tall.It wasn’t much, but if you were creative, it would be all you needed.As Sergio began opening OUR gift we noticed my hand written card had separated from the toy soldiers gift.Sergio wouldn’t know the gift was from us!I stepped forward to reattach the card but before I could, Sergio opened the nameless gift and immediately began to laugh.I froze in place.Sergio then lifted the small bag of green plastic soldiers in the air and shouted “What a cheap gift! Look!”Silence filled the room, and then the unthinkable happened.Sergio’s mom began to laugh in encouragement.She then looked to her friends.And they too started to laugh.Then the children started.And some parents did too.Almost everyone at the birthday was laughing.At us.I looked at my mom, but she remained frozen in disbelief and embarrassment as well.Before we could speak, Sergio realized he couldn’t find the card. He shouted over the laughter:“Who bought us this gift!”Everyone shrugged their collective shoulders.No one said a word.It felt like a public shaming.Of the rich over the poor.I was overwhelmed with emotion and ran to the washroom, where, I most likely cried.“Do you want to leave now?” My mom asked when I returned red faced.“Yes please.” I said, still in shock. “I want to go home.”“Ok let's just wait until all the gifts have been opened. So we can leave quietly.”My mothers grace was overwhelming, and I attempted to follow her lead.Despite it all, I tried to tell Sergio my mom and I were leaving.But as usual, I couldn’t get his attention.He didn’t care.All he cared about was his toys.All Sergio cared about was the fake love from his adoring fans.Sergio and his mom were shallow and materialistic.They were cruel and unkind.But like all of life’s hard lessons, and those who provide them to us, I must thank Sergio and his mother for this…Know who your friends are. Keep your distance from the rest:Good friends show love and respect.Good friends care about how you feel.Good friends don’t put you down.Good friends lift you up.Good friends…It’s what all of us need…..Nothing more, and nothing less…PLUS these timeless principles:The greatest wealth on this earth is to find and hold dear our real and true friendships.What you put out in into the world - good, evil, kindness, cruelty - will all come back to you in the end, in one form, or another.I don’t know what ever became of Sergio or his family, but I know so much more about what real friendships are today.I know which ‘friends’ to steer clear of.I know which ‘parties’ never to attend.And I know never to be impressed by someone trying to impress you with their money, for those poor souls lack in wealth of mind and heart.Something paradoxically, money can never buy…For The Free Inspired Guide to Self-evaluation visit The-Inspired.com: Your Inspired Guide to Life, Work, and HappinessGoran Yerkovich,Founder & Author of The-Inspired.com

As others have mentioned, AdWords optimization is an extremely broad topic and thus involves many different layers. For simplification purpose, I will break it down into sub-topics and give you free resources for each category.1.AdWords Audit: It’s essential that you first conduct an AdWords audit before implementing any optimization strategy. A good audit will help you evaluate the effectiveness of your account as well as identifying areas for improvement.The Complete Guide to AdWords Audit (Part 1) & (Part 2)High Level PPC Report: If an account was active for a while and recently turned over to you, use the template for a snapshot of performance. I used it for an account that it was given to me and not managed for most of the year2. Account Structure: Not having a well-structured account is detrimental to both your performance and customer experience. WordStream created an excellent guy for building a great account structure.How to Build a Brilliant Paid Search Account Structure3. Ad Copy: An ad can have a catchy message but not tell people what to do upon arriving on the site. So ask yourself if CTAs are already aligned with your goals, which is to make prospects purchase, download a white paper, or fill out a form.Call-to-Action Cheat Sheet for Writing Effective PPC Ad CopyAd Label Testing Tool4. Keyword: There are different keyword types: broad, broad match modifier, phrase, exact, and negative. It’s essential to understand and know when to use them. Also, you should keep track of how your keywords perform over time - you can either do it by your self or use a template provided below.What Are Keyword Match Types & How Should You Use Them?AdWords Historical Quality Score Reporting TemplateAdWords & Organic Keyword Performance Template: it is highly recommended to track how individual keywords are performing organically and in PPC campaignsHope this helps :)

One of the best moments of revenge I’ve ever experienced happened when I was working at eBay as a Customer Service Rep.My boss had a massive ego and enjoyed putting people down around him, including me.Let's call my old boss Jim.Jim was macho and a man's man. He knew it all, and saw himself well above those around him.Jim definitely underestimated what I was capable of. And so did a number of my co-workers.This to be honest, was not a great time in my life.I wasn’t making much money and it was hard to pay the bills. I was single and nothing seemed to be going my way.I was tired of my job at eBay and ready for change.I knew I could do more.But after a phone call with my sister, who has been a great mentor in my life, something magical happened.My sister Anita had a suggestion for me:“Hey little brother, have you ever thought of being a Project Manager or Business Analyst?” She said. “You'd be great at it. You're highly organized, intelligent and great with people.”It was a nice compliment, but more importantly that question and idea from my sister set me on a path that would change my life.So without too much hesitation I registered for the program to get my certification as a project manager.I was excited.I was optimistic.My attitude had changed at work.I knew I could be a great project manager or business analyst and I knew that getting this new certification would start opening new doors for me.The future felt bright.A month later at eBay, as I continued with my PM certification classes with what spare time I had in my nights, my boss Jim came by to chat.One of Jim's assistants was standing there too. They had a question. They wanted to know why I seemed so happy lately. Why I now had a new spring in my step.What could I possibly be so happy about, they asked.I told them the news. “Well, the great news is, I’m on my way to becoming a Project Manager! Or Business Analyst later if I want to! I registered for my certification as a PM! I’m almost one month into the courses!”And then something horrible happened.They laughed at me.Without hesitation or thought.They laughed.Deep belly laughs.I’ll never forget that moment. It was cruel and incredibly painful.Here was my boss and another co-worker laughing in my face. Completely dismissing me, my abilities and my dreams.After they stopped laughing, Jim said “Well, good luck with THAT” and walked away.I said nothing and stomached it. Finishing my shift at work that day wasn’t easy.But then something else happened.By the time I reach home that night, the pain and embarrassment rolling through my belly had turned into a fire and drive. I could feel the adrenalin flowing through my veins.I looked myself in the mirror that night and made a promise to keep going. I knew they were wrong. Even if they didn’t know it.I dug deep, determined to prove them wrong.I kept going with my studies. Working during the day at eBay and studying each night.Months went by as I kept studying. Exams came and went and I kept getting top grades. Nothing was going to stop me.I knew that some day THIS was going to pay off. Little did I know that SOMEDAY was just around the corner.Then something incredible happened.I landed an interview at a Fortune 500 company! It was an amazing role as a Business Analyst. They wanted to meet with me right away.It turned out they wanted to see me because now, all of a sudden, my PM certification training was providing just the right balance to my skillsets.I was the only external candidate they interviewed out of the 11 that applied.And I NAILED the three-hour interview.I got the job.And, get this, it paid more than DOUBLE of what I was making at eBAY.Once I signed the contract, I wrote my resignation letter and had a private meeting with my boss at eBay.Jim had found out about the job already somehow, but what he didn’t know was how much I’d be making. And it was A LOT.Especially for someone at such a young age.Jim was shocked. He couldn’t believe it. He looked at me wondering what he has missed.Jim looked white as a ghost. Like he’d just discovered a truth he just couldn’t accept. I smiled and thanked him for everything, and walked out the door.About two months after I left eBay I heard that Jim had decided to leave as well. Out of the blue, Jim had moved down to California for some job that apparently paid really well.To this day, I don’t know if he moved because of what I had accomplished, and to tell you the truth I really didn’t care.This story really isn’t about Jim. Or to be honest, it’s not about me either.It IS about all the underdogs out there.It’s about proving to yourself and to all those doubters around you that THEY are WRONG.It was a pivotal moment in my life.And I hate to admit it, but it felt great too.Being successful, and pushing through the hard times really is the ultimate revenge - for any of us.Wherever you are right now, whatever you are going through, continue to believe in yourself. Amazing things might be just around the corner.Put in the hard work and dedication.Get advice from mentors around you. And then just go for it.Go ahead and prove them wrong.Thanks for reading and I hope that helped someone out there. For The Free Inspired Guide to Self-evaluation visit us at:The-Inspired.com: Your Inspired Guide to Life, Work, and Happiness.Goran Yerkovich,Founder & Author of The-Inspired.com