1.The highlighted communication technique would be the wise use of keywords and ad extensions for the dining campaign.
First, the team applied the restaurant’s keywords and provided promotion’s advertisement specifically for each restaurant such as Bolan restaurant, Honmono restaurant, Sumi Tei restaurant, etc.
2.Secondly, the team used group keywords search to enhance those restaurants who has promotions with Citibank, which would allow users who searched within the area to see the suggested restaurants that met their preferences and needs.
Thirdly, the team applied “Call Ad Extension” for each restaurant within S.E.M., which allowed users who searched for Citibank Dining promotion could call to ask more additional campaign’s details.
3.Fourthly, the used of “Location Ad Extension” by providing restaurant’s location and direction that co-campaign with Citibank to provide the convenient of customers who were heading to the restaurant.
Lastly, the “Site Link Ad Extension” allowed restaurant’s promotion that located in popular location. So that Citibank customers could assess to restaurant’s data easier.