Page 14 - SEM LMS WL
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Process & strategy overview
1. Customer focused – differentiate the product or service.
2. Unique ads – custom, creativeads.
3. Prequalify – differentiate luxury buyers from discount buyers.
4. Call to action – guide visitors to achieve desired results.
5. Headlines and descriptions – keywords in headlines anddescriptions.
6. Display URL –a display URL containing keyword.
7. Product benefit – demonstrate why consumers shouldchoose you.
8. Dynamic keyword insertion – use the specific keyword triggered by the user’s
search query in your ad.
9. Landing page selection – deep link to most relevant landing page.
10. Implement ALL applicable ad extensions.
