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Google Best Practices

Want to get the most out of your AdWords account? Google's Best Practices Series provides strategic advice on core search engine marketing tactics. It's intended to help you get the most out of AdWords. Based on Google's internal data and vetted by the people that built AdWords, this series helps form the foundation of your paid search strategies. 

Featured guide

Drive Sales with Gmail Ads
Gmail ads let you reach people in places where they spend a lot of time -- their inboxes. From targeting to creatives, learn how to drive the best possible performance from your Gmail ads campaigns.

Find new customers

Choosing the Right Keywords
Optimizing Dynamic Search Ads
Making the Most of Display Advertising
Press Play on TrueView Video Ads
Finding the Right Mobile App Users
Expand Your Business Globally

Show the right message

Create Effective Text Ads
Enhance Your Ads with the Right Extensions
Create Effective Display Ads
Using Quality Score to Guide Optimizations

Optimize to full value

Adjusting Bids to Maximize Profits
A Guide to Bid Adjustments
Automating your Bidding Strategy
Optimizing AdWords with Google Analytics
Beyond Last-Click Attribution 

Re-engage customers

(Updated) Reach Past Visitors with RLSA and Customer Match
Reach Past Visitors with Display Remarketing
Increase Mobile App Engagement

Feature your products

(New) Capture Mobile Shoppers with Your Shopping Campaigns
Create and Optimize Effective Shopping Campaigns
Get Your Search and Shopping Campaigns Ready for Holiday Success
Drive Foot Traffic to Your Stores

Work more effectively

(New) Test with Confidence in AdWords



Looking for something more basic? Check out How to be successful with AdWords.


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