AdWords Management Tips

You're Connecting With Two Groups Of People

It may seem that these bits of advice are targeted for real estate folks, however the concepts apply in other areas. Two groups of people are searching for your business:

1. Someone who resides in your locale - your city or state - who may search for "real estate", "dentist", "churches", or "restaurant" and the results he desires to see are only from the area he lives in. When he comes looking; there you will be.

2. Someone not in the same region at all (or maybe Google is unable to determine where he is), searches for services in your region. On Google he searches for "movers in Palo Alto", "Palo Alto real estate", or "hotels in Palo Alto", desiring results for Palo Alto only. Maybe he is on vacation, planning a move, or wanting to invest in Palo Alto.

He may in fact be from Palo Alto. But he could be down in San Diego. Or way out in Orlando. Or in Montreal. Or Sydney, or Tokyo. But he's still searching on Google for you, and he identifies Palo Alto by name.

Either way, you want to be there, ready to open the door when he comes knocking.

Getting To The First Person

You can initiate two different AdWords campaigns, because you are targeting these two sets of people. You can do that by selecting regional targeting when you first set up your campaign.

Then you choose your country, followed by your state/province, and even a city or group of cities.

Reach The Second Person

If you were advertising for real estate in California, you'd set up a nationwide campaign, possibly even an international campaign, but with local terms like "Visalia real estate" and "Yorba Linda real estate." After all, there are likely to be people from all over the country, and maybe even outside the country, who are doing searches on these terms.

So you'd grab a map or a listing of cities from a web site and create a keyword set like this:

California real estate

LA real estate

Los Angeles real estate

Fresno real estate

Auburn real estate

Buy homes California

Buy a home in Santa Barbara

Purchase homes in Coronado

Purchase homes in Stockton

The easiest way to accomplish this would be to put together a long list of general keywords (like the ones used in the regional campaign) with a long list of cities and towns and then, using a spreadsheet, mix and match them with each other.

Either way, you'll end up with a huge keyword list: 95 percent of them will never get searches, and the other 5 percent may only get a few. However, it doesn't cost anything to bid on these keywords if nobody clicks, and when people do click, they'll only be five or ten cents. Not much traffic, but what you do get will be bargain priced. You should still buy generic keywords in your local campaign, but these local keywords in a nationwide campaign will bring very cheap clicks, mostly.

Your real estate Google account would be arranged like this:

Campaign #1: California Targeting Only Group 1: Real estate Group 2: Buy homes

Campaign #2: National Targeting-entire USA Group 1: California real estate Group 2: Buy homes California

By organizing this way you have aimed at getting as much traffic as possible in your local specialty. By using this double canvass you are not only covering your local specialty but you are covering national searchers for your local market.

Google has great features to help you target your customers. You can use your businesses physical address or longitude and latitude to aim at searches within a specified area. You also can customize a coordinate set that you would like to aim for.

Increase Your Ad Talents In A Localized Test Campaign Before Hitting The Nationals

A well-proven practice to use on advertisements is to test the idea in a smaller area before launching it to a larger campaign. With pay-per-click and daily budget limits and being able to turn your campaign on and off as you please, it may seem that the risks for a broad launch are minimal but there is still value in giving your campaign a test run in a smaller geographic area first.

What if you are selling hints for people interested in investing, you might want to start with a small area such as New York State. What is the benefit? How about less stress, you don't have to worry about your daily budget quite so much. If you have limited advertising funds, you start in that smaller market and if it isn't turning a profit in a few weeks, you still have time and budget left to make some changes to steer into profitability. Then you can go big time.

At this juncture, you are ready to hit the open world wide market because you took the time to tune your marketing engine and the dollars you spend come back with all their friends in tow. An added benefit this way is great for keeping your competition in the dark about what you are doing, as long as they don't search in your target cities.

Article Source: http://www.a1-articledirectory.com

With more than ten years of experience in adwords management , Kirt Christensen, will share his expertise in adwords management, by giving you tips he found that work (and some that don't work). www.netbreakthroughs.com">www.netbreakthroughs.com This article is available as a unique content article with free reprint rights.

Please Rate this Article

5 out of 54 out of 53 out of 52 out of 51 out of 5 

Not yet Rated