You Are Touching Two Groups 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
With your target being a double target of these two classes of people you need to make not one but two Google campaigns. This is the way. In the set up phase of your campaign choose "regional targeting".
Next choose the country, then state or province, then city or cluster 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:
Real Estate California
LA real estate
San Jose real estate
Modesto real estate
Berkeley real estate
Buy homes California
Buy homes San Francisco
Purchase homes in Coronado
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 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.
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.
What if you are selling hints for people interested in investing, you might want to start with a small area such as New York State. What is the benefit? How about less stress, you don't have to worry about your daily budget quite so much. If you have limited advertising funds, you start in that smaller market and if it isn't turning a profit in a few weeks, you still have time and budget left to make some changes to steer into profitability. Then you can go big time.
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.
Article Source: http://www.artsymmetry.com
With more than a decade of experience in adwords management , Kirt Christensen, will share his expertise in adwords management, by giving you ideas he discmore thaned that work (and some that don't work). www.netbreakthroughs.com">www.netbreakthroughs.com
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