Google AdWords Best Practices

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.

1.Keywords & Targeting

• Keywords to the Wise 

Keywords connect your ads with users and their searches. Effective keyword management helps you reach the right customers and grow your business.

• Winning the Second Chance 

RLSA helps put your ads in front of highly qualified customers who have already shown interest in your business or products. This guide covers how to tag your site, set up remarketing lists, and bid effectively.

• Beyond Keywords 

Dynamic Search Ads reach customers as they search without you needing to stay on top of a detailed keyword list. Learn how to get the best possible performance from your DSA campaigns.

2.Ads

• Creative That Clicks

One of the most important things to get right in your search ad is the creative, or messaging, you put into it. Better creatives improve ad relevance and drive more qualified clicks.

• Settling the (Quality) Score

To provide a great experience for both users and advertisers, Google measures the quality of your ads. Ad quality is a part of Ad Rank, so the better your ads are, the more competitive you'll be in the AdWords auction.

• Fully Extended

Ad extensions appear alongside your ads and deliver additional information to users. Extensions are also part of Ad Rank, so the better your extensions are, the more competitive you'll be in the AdWords auction.

3.Bidding & Conversions

• Bid Like a Pro

Bid adjustments are an integral part of AdWords that can help you save time and improve performance. This guide provides an outline for how you can align your bids with your business goals to make smarter bid adjustments.

• A Bid for Every Auction

Automating your bids with AdWords can deliver better, more informed bids while saving you time. This guide covers the benefits of auction-time bidding, then goes deeper into testing and optimization.

• Making a Bid For Profit

Maximizing profit should be the performance goal of every AdWords account. Use bid testing to learn how you can maximize profits for your account.

• Cross-Examine

It’s imperative to understand, and act on, how your marketing drives actions across phones, tablets and desktops. This checklist covers what you can be doing to take full advantage of cross-device conversions in AdWords.

4.Display

• Remarketing Right on Cue

Turn window shoppers into buyers. Programmatic Remarketing on AdWords Display helps you engage site visitors with personalized ads even after they've left your site. Learn how to set up effective tags, remarketing lists, bids and ad formats.

• Put Your Best Image Ad Forward

Three of the most important elements of a display ad are the message, image and design. This checklist outlines how to create effective display ads so that advertisers can improve conversions, brand recall and engagement.

5.Mobile & Local

• Create Effective Mobile Ads

People love their smart phones; they've become an integral part of how people search and browse the web. There are a host of ways to effectively speak to mobile users within AdWords, and getting mobile advertising right can grow your business.

• Tapping into Mobile App Installs

Getting your mobile app discovered can be challenging. Learn how to drive downloads of your app and grow a valuable user base.

• Tapping into Mobile App Engagement

Once you've built a user base for your mobile app, getting people to continue using it is important. Learn how to market to your user base to drive re-engagement with your app.

• Good Call

A customer’s interaction with you can be carried out across different channels: online, in your store or over the phone. This guide will cover all of the ways to drive phone calls to your business and optimize them for success.

• What's In Store

A customer’s interaction with you can start online and then finish in store. This guide will show you how to enhance and target your online ads to drive offline sales and how to optimize them for success.

6.Shopping

• Shape Up Your Shopping Campaigns

Shopping campaigns give you the chance to feature product images and information directly in your ads. This guide covers how to create high-quality data feeds, structure effective campaigns, set your best bids and simplify the mobile shopping experience.

• Holiday Planning Guide

Setup your Search and Shopping campaigns for success during the holidays. Planning for the season's increased shopping demand can help you win more customers over this critical time period.

• The Gift That Keeps on Giving

Assess how your search campaigns did over the holidays. Analysis of your past performance will help you prepare your campaigns for the next holiday season.

7.Reporting & Analytics

• Better Together

Both AdWords and Google Analytics offer insights into the performance of your campaigns, and those insights get better when you use GA + AdWords together. Improve your bidding, messaging and performance through these analyses.

• Special Reports

Smart analysis and reporting in AdWords highlights what matters to you and your bottom line. That information can directly improve the performance of your account. This guide covers how to surface the right insights and turn those insights into action.

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