Choosing the Right Keywords: Google Best Practices

Find new targeting opportunities in AdWords

Follow these AdWords targeting best practices as you think about expanding your AdWords targeting. Dynamic Search Ads & automated tools in AdWords can help you grow.

Use Dynamic Search Ads to streamline account management

You may be able to grow your business by expanding your targeting in AdWords. There are a couple of key ways to think about expanding your targeting: Dynamic Search Ads & automated tools in AdWords.


Dynamic Search Ads (Website targeting)

Dynamic Search Ads (DSA) offers an automated option for targeting. This can save you time, while providing an effective option for expanding reach. If you’re thinking about launching new markets, languages, countries or products, DSA also gives you a chance to test without the need to construct full campaigns.

Dynamic Search Ads automatically targets queries and generates customized headlines based on the content of your website, then delivers users to the appropriate landing page for each query. It can be run alongside (and doesn’t require any changes to) existing keyword campaigns.

Tools in AdWords

The Keyword Planner provides a number of different venues for possible expansion.

Specify your product or service, your landing page or domain, or your product category in order to get a list of keyword suggestions. Remember to customize your targeting options to get the best possible volume estimates for your new keywords.



3M, self-described as a global innovation company that never stops inventing, used Dynamic Search Ads to increase their speed to market for new products. Staying one step ahead of their own innovations, they used their site to generate their targeting for them, and saw a 3% lift in incremental sales and a 12% lift in CTR within eight weeks of launching DSA.


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