This document provides a general strategy for using Adwords. It recommends focusing on quality score, bid positioning, and monitoring ads that reach the first page. It also stresses optimizing landing pages for usability with headlines, prices, specs, promotions and images. The overall goals are to drive leads, locations, phone calls, shopping carts and optimize the customer experience. It concludes by offering Adwords success services including targeting goals, high quality suggestions, website optimization, and future strategic planning.