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Hints For Managing AdWords

By: Kirt Christensen

You're Reaching Two Kinds Of People

It seems like the following advice is only for real estate people, but the idea applies in a lot of places. There are two kinds of people looking 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 will select your country, state/province, 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.

Create a list of key word terms by using a map or list of cities from a website, like this one:

California real estate

So Cal real estate

Healdsburg real estate

Fresno real estate

Auburn real estate

Buy homes California

Buy a home in Santa Barbara

Buy homes Bakersfield

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.

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.

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

An age-old advertising practice is to test ideas in a smaller market before you spend big bucks to try them out in a larger one. Nowadays, the risks of going national instantly if you have a good product may seem small because after all, you're paying for one click at a time, you can set a daily budget, and you can turn your traffic on and off at will. But that doesn't undo the value of trying your product in one small geographic area 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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With over ten years of experience in adwords management , Kirt Christensen, will share his expertise in adwords management, by giving you ideas he discovered that work (and some that don't work). www.netbreakthroughs.com">www.netbreakthroughs.com Click here for other unique adwords management articles.

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