Home | Business | Advertising

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.

Truth be told he could reside in Palo Alto, however he might at the moment be in Los Angeles, Chicago, Edmonton, Perth, or Saigon, but he is still looking on Google for you and he pin points Palo Alto by name.

One way or the other when he comes calling, you are there, ready to answer.

Getting To The First Person

Because you're aiming at these two kinds of people, you can set up two Google campaigns for them, not just one. So here's how. When you're first setting up your campaign, select regional targeting.

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

Reach The Second Person

Say you are advertising real estate in California. You will want to make your campaign a nationwide campaign or maybe an international campaign, but you will want local phrases like "Malibu real estate" or "Riverside real estate", because most probably there will be people nationwide, or even internationally, searching with those keyword phrases.

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

Real Estate California

So Cal real estate

Healdsburg real estate

Villa Real real estate

Berkeley real estate

Buy a home in Eureka

Purchase homes in Mammoth Lakes

Buy a home in Palm Springs

Purchase homes in Stockton

By using the keyword list from the regional campaign (that is a general list) and, with a spreadsheet, combining it (in a mix and match fashion) with a list of cities or towns, you can produce a long, quick keyword campaign.

By using this strategy you can get a really long compilation of keywords. The trick is that somewhere around ninety-five percent of the words won't get search results and the remainder, about five percent, will only get a few. That is not a lot but the price is right only 5 to 10 cents a click. Don't give up your general keywords in your local ads, but the regional keywords in your national campaign should be very cheap clicks.

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

Organized in this manner, you have covered both contingencies and you should be getting your full share of the traffic for this market. The great thing is that you are not ignoring folks who do non-local searches.

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.

Hone Your Chops On A Local Test Campaign Before You Go National

A time tested advertisers practice is to use a small market to test an idea before you invest large amounts of money on a widespread campaign. In this day and age the risks for a national campaign may seem insignificant, with pay-per-click, daily budgets and the ability to turn the campaign on and off as you like, but there is something to be said for running small area ad tests first.

For instance, if you sell investment tips, you could start with just aiming for the investors in New York State. What is the advantage? You don't have to sweat about your daily budget so much. If your advertising budget is small you can use this smaller market for a week or two or even a month, if it isn't profitable then you don't need to worry, tweak the process until it is more profitable then go national.

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.uberarticles.com/articles

Kirt Christensen, an 11 year veteran of adwords management , will take you by the hand and show you precise results of all the adwords management techniques he tests and uses each month. www.netbreakthroughs.com">www.netbreakthroughs.com You can get a unique content version of this article.

This article is licensed under a Creative Commons Attribution-No Derivative Works 3.0 Unported License, which means you may freely reprint it, in its entiretly, provided you include the author's resource box along with LIVE VISIBLE links (without "nofollow" tags).