https://support.google.com/adwords/answer/2472780?hl=enDepending on your main advertising goal, here are some suggested ways to help you achieve your AdWords strategy:Generate sales or leadsUse cost-per-click bidding or cost-per-conversion bidding.Use keyword-level bids and destination URLs for better control of how much you spend for your clicks, and where customers land on your site.Use conversion tracking to set up conversion goals and monitor how customers interact with your site after clicking on your ad.Use Conversion Optimizer to manage bids alongside your conversion goals.Use the most specific customer targeting possible. While you should avoid being so specific that customers rarely encounter your ads, you should take advantage of more refined targeting options like geographic, demographic, audience, and managed placements. Learn more about your available targeting optionsMain goal: Generate visits to your physical storeUse geographic targeting to better target your ads to local customers by their location and vicinity to your store.Use location extensions to enhance your ad with address information and Google Maps integration.Use call extensions to enhance your ad with phone number information and help customers initiate a call from a mobile device with a click on your ad.Manage your local business information on Google Maps with Google Places.Brand recognitionFocus on display advertising Use image and video ads to drive awareness of your products or business.Make sure your ads are targeting the Google Display Network in addition to the Search NetworkFor advanced bidding options, try impressions-based bidding (cost-per-thousand impressions) or cost-per-view bidding (video-specific). Reach a broad audience, and take advantage of demographic, audience, and category targeting, rather than specific placements or restricted geographic locations. This can help your ads reach as many customers as possible.
See when to use what…https://support.google.com/adwords/answer/3207307?hl=en&ref_topic=3121941https://support.google.com/adwords/answer/1722124?hl=en&ref_topic=3121941