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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

Connect with Mobile Users
Smartphones are an integral part of how people search and browse the web. Here are some tips on mobile ads to help grow your business.

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
Drive Sales with Gmail Ads

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

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

Feature your products

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

Test with Confidence in AdWords



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


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Create Effective Mobile Ads

Get Google's Checklist for Getting Mobile Right. Learn what fundamental items you should have in place in your account to effectively reach mobile users. View the checklist now.