AdWords Management Ideas

You're Reaching Two Kinds 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. A person who lives in your area-your city, your state-who types in "real estate," "dentist," "churches," or "restaurant" and expects that the results he sees will be area-only. You'll be there when he comes looking for you.

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.

In actuality he could live in Palo Alto but he may be at that time in San Francisco, Cleveland, Calgary, Melbourne, or Hong Kong. He is nonetheless looking on Google in Palo Alto for your services.

You will be there, whichever way it is. When he knocks you will be waiting to open.

Reaching 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.

Getting To 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.

Take a map or a list of cities off of a website and make a keyword list similar to this:

California real estate

So Cal real estate

Healdsburg real estate

Modesto real estate

Santa Monica real estate

Purchase homes in Crescent City

Buy homes San Francisco

Purchase homes in Coronado

Buy homes Sausalito

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.

Using this method you will get a very long keyword list: however 95 percent of them won't get any searches and the remaining 5 percent will likely only get a few. Since it doesn't cost anything to bid on these keywords your risk level is low. When you do get clicks, the bid price is a low 5 or 10 cents. This is not heavy traffic, but you do get a great price on what you do get. Keep buying the general keywords in you regional campaign, but by putting localized keywords in your national campaign you can get some generally inexpensive clicks.

Organize your Google AdWords account in this manner.

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 example, if you sell advice to investors, you might start just with investors in New York State. The advantage? You don't need to worry nearly as much about your daily budget. If your cash reserves are limited, you can choose this smaller market to start off in, and if in the first few weeks or months it's not profitable, you're not forced to shut the entire thing down for fear of quickly going bankrupt. Make the sales process profitable in a smaller market, and then go national.

At that point, you're able to take on the big boys in the worldwide market because you know that the mechanism works like clockwork in the small market, and every dollar you send out comes back with more dollars attached. Oh, this is also an excellent way to keep competitors from knowing what you're up to, if they don't live in the cities you're targeting.

With over a decade of experience in adwords management , Kirt Christensen, will share his experience in adwords management, by giving you ideas he found that work (and some that don't work). www.netbreakthroughs.com">www.netbreakthroughs.com This and other unique content adwords management articles are available with free reprint rights.

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