Google Ads Best Practices

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

Featured guides

Managing your campaigns during COVID-19

We’ve created a single destination with product guidance and business considerations for managing your campaigns during COVID-19. This includes new resources for evaluating your media strategy and adjusting your campaigns based on shifting consumer behaviour. 

Get started with Google Ads

What are Search Ads
Create a campaign
Pick the right keywords
Write great text ads
Track your goals
Review your performance

Find new customers

Choose the right Google Ads keywords for effective targeting
Optimise Dynamic Search Ads performance
Optimise Display campaigns on the Google Display Network
Reach a broad audience and build awareness with Video
Drive action with video
(Mobile) Finding the right mobile app users
(Mobile) Connect with mobile users
Expand your business globally
Drive sales with Gmail ads
Grow your business with Discovery campaigns

Show the right message

Create effective Search ads
Enhance your ads with the right extensions
Create effective responsive display ads
Using Quality Score to guide optimisations
Connect with the right audience at every stage of the marketing journey on YouTube
Grow consideration and interest with Video

Optimise to full value

Adjusting bids to maximise profits
A guide to bid adjustments
Finding success with Smart Bidding
Optimising Google Ads with Google Analytics
Beyond last-click attribution 

Re-engage customers

Connect with your existing customers and reach new ones with Customer Match
Reach past visitors with display remarketing

Feature your products

(Mobile) Capture mobile shoppers with your Shopping campaigns
Build and optimise Shopping campaigns
Unlock holiday shopping success
Drive foot traffic to your shops
Optimise and manage your product data in Merchant Center

Work more effectively

Test with confidence using Google Ads drafts and experiments
Improve performance on Google Ads using optimisation score as a guide
Get the most out of your accounts with the Google Ads mobile app


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


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