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You Are Touching 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. A person may not be in your area at all (or else Google's system can't tell where he is), but is still asking for your area's services. He goes to Google and types in "movers in Palo Alto," "Palo Alto real estate," or "hotels Palo Alto," hoping to get Palo-Alto-only results. He may be traveling on holiday; he may be planning a move; he may be an investor.

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.

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:

California real estate

So Cal real estate

San Jose real estate

Fresno real estate

Auburn real estate

Buy a home in Eureka

Buy homes San Francisco

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 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

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.

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.

Increase Your Ad Talents In A Localized Test Campaign Before Hitting The Nationals

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.