AdWords Management Tips

By: Kirt Christensen


You're Connecting With Two Groups Of People

It may appear as if the counsel below is solely for those in real estate, there is application in other places. There are 2 crowds of people on the hunt 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.

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.

Next choose the country, then state or province, then city or cluster of cities.

Getting To The Second Person

Perhaps you want to advertise for California real estate. You would want to set up your campaign for national or even international traffic, however you will use local search terms like "Santa Barbara real estate" or Bakersfield real estate", because, most likely there will be folks nationally ore even internationally, using these search keywords.

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

Real Estate California

So Cal real estate

Healdsburg real estate

Villa Real real estate

Auburn real estate

Buy homes California

Buy a home in Santa Barbara

Buy homes Bakersfield

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 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

Now you have both bases covered, and you'll be getting as much traffic as possible for your local market. The key is that you're not leaving out people in other geographic locations who are seriously looking for what you offer.

You can also use your business's address or latitude and longitude, and target all searches within a radius that you select. Google even gives you the advanced option of choosing your own customized set of coordinates that you want to target.

Sharpen Your Skills On A Local Test Campaign Before Going Big Time

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 time you can go forward with confidence because you have tested your method and you know that every dollar you spend is going to be returned to you in multiples. A bonus for you that have stiff competition; this is a great way to conceal what you are doing till it is perfected.

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Information about the Author:

With more than a decade of experience in adwords management , Kirt Christensen, will share his experience in adwords management, by giving you tips he discmore thaned 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.