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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. 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. One way or the other when he comes calling, you are there, ready to answer. Reach 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 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: California real estate LA real estate Healdsburg real estate Villa Real real estate Santa Monica real estate Buy homes California Buy a home in Santa Barbara Buy a home in Palm Springs 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. 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. Your AdWords account for real estate could be organized thusly: 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. There are some nice tools to connect with potential customers, such as aiming searches at your local physical address or targeting using longitude and latitude within a particular region. Also using an advanced option you can use a custom set of coordinates to reach customers. 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.
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