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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 who built AdWords, this series helps form the foundation of your paid search strategies. 

Featured guide

Enhance your ads with the right extensions
Ad extensions provide additional information and let people take action directly from the search results. Here are some tips for making your extensions as appealing as possible.

Find new customers

Choosing the right keywords
Optimising 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 optimisations

Optimise to full value

Adjusting bids to maximise profits
A guide to Bid Adjustments
Automating your bidding strategy
Optimising 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 optimise effective shopping campaigns
Get your search and shopping campaigns ready for seasonal success
Drive foot traffic to your shops

Work more effectively

Test with confidence in AdWords


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Looking for something more basic? Have a look at How to be successful with AdWords.


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Google's Best Practices Team presents snackable emails that you can easily digest in 5 minutes or less. Get AdWords official paid search marketing tips, checklists, and videos right in your inbox.