Google Best Practices

 Learn Best Practices

Google Best Practices 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.

Keywords & Targeting: 

  • Keywords to the Wise: Guide & CheckList –> Video
    Learn all about keyword management — growing your keyword base, using match types efficiently, expanding your keywords' reach and using negative keywords intelligently.
  • Winning the Second Chance: Guide & CheckList
    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.


  • Creative That Clicks Guide & CheckList
    Writing a good ad in limited space can be tough. Follow some of these tried and true methods to create effective ads — tie creatives to keywords, write simple and compelling copy, use ad extensions, and more.
  • Settling the (Quality) Score: Guide & CheckList
    The quality of your ads is measured to provide both users and advertisers with a good experience. Learn about the important elements of ads quality and how you can improve your Quality Score.
  • Consider, Convince, Convert: Guide
    Google's guide to ad extensions shows you what you can be doing to take advantage of the most beneficial extensions for your account.


  • Bid Like a Pro: Guide
    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: Guide & CheckList
    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: Guide & CheckList
    You can optimize for total profits to account for changes in volume at different CPA or ROI targets. This guide outlines how you can manually test and adjust bids to maximize profits from AdWords.

Process & Productivity:

  • Holiday Planning Checklist: CheckList
    In the months leading up to the holiday season, it’s essential that retailers plan and prepare their Search and Shopping Campaigns. Find out what search marketers need to consider as they gear up for the holidays.
  • The Gift That Keeps on Giving: CheckList
    After the holidays end, take a look back at how your campaigns have performed. Use this checklist to glean insights from your recently concluded holiday campaigns and help you plan for the next holiday season.


  • Smart Phone Tips: CheckList
    There are more opportunities than ever to effectively reach mobile users. This checklist covers ads, measurement, bidding, and more to help you maximize your mobile marketing.
  • Tapping into Mobile App Installs: Guide & CheckList
    This guide covers how advertisers can build a valuable user base for their mobile apps by advertising across display, search, and video.
  • Tapping into Mobile App Engagement: Guide & CheckList
    This guide covers how advertisers can re-engage with their mobile app users by advertising across display and search.
  • Good Call – A Guide to Driving Calls with AdWords: Guide & CheckList


Shopping Insights: Explore trends and popularity of products across the U.S.

Store Sales:

  • A Guide to Driving Store Sales with AdWords: Guide
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