There are three areas to consider are: 1) the Headline should include your core selling points and the keywords that trigger it, (i.e. «Minnesota Estate Planning»); 2) the Description should detail specific benefits that your
company offers as well as a clear call - to - action that your customers should take (i.e. «Avoid
Probate, and Save Estate Taxes»), and finally the Display and Destination URLs where the Destination URL should
lead to a page on your website related specifically to the ad (it is not necessary to type the whole thing on the Display URL).