I have a few Google Alerts running so that I get emailed when there are new blog posts or news about select keywords. “Local online advertising” is one phrase I target with an alert. I set these alerts up to find blog commenting opportunities, and to get ideas for articles.
This morning I found two new articles in my traps about “local online advertising”, one about using Google’s Display Network, and another about using Adwords Express. So I will discuss both of these options and add one more, Google AdWords.
Using Google’s Display Net work To Target Local Customers
I had given up on Google’s Display Network (GDN). I wrote it off as a tool for big companies with huge budgets that wanted to build their brand. While at a local SEMNE event I was reintroduced to it and decided to try again.
As a regular user of Google’s AdWords pay per click, I though to my self, I can make this work for me. The speaker at SEMNE said GDN has made great improvements in the last three years. So I set up a new account with all the new ideas I picked up at the meet-up and got to work.
I was told that a good way to find webpages to place ads on was to run auto placement for a week. I was told to eliminate mobile in the settings and to use some negative keywords. I did all this and more.
But when I looked at the pages my ads were showing on I was disgusted. What a horrible waste of money. Undaunted I excluded those sites, changed up my keywords, and set up a few more exclusions. A few days later I looked again to see where my ads had been showing, and it was the same usual crap.
I don’t know about anyone else but if your new to the GDN, find your own placements. That’s what I’m doing now, although I don’t have enough webpages picked yet. I have not yet got a click since I set my campaign up to only target my managed placements.
The piece I read this morning was called “How to Make the World Wide Web More Local” written by Leslie Van Zee. She blogs about using GDN quite a bit. She recommended running banner ads in your local community, and talked about general SEO in this piece.
Using Adwords Express For Local Paid Search
The next article I read this morning was by Michael Evans Titled: “Local Online Advertising: Adwords Express for Beginners”. In this piece Michael talks about the benefits of Google AdWords Express (GAE).
I personally don’t care for any Google pay per click program where they are selecting keywords and managing my ad spend. I find them targeting to broad an audience for my taste. It is good, but the good is often the enemy of the best.
GAE is alright for beginners, but I would rather see them using Google’s regular AdWords program. Google will set up a regular AdWords campaign just as quickly as they set you up in their GAE program, both set-ups are free.
Using Google’s AdWords For Local Search | For Beginners
Go ahead and let Google set up a few campaigns for you on AdWords. Then Make these changes.
- Set your geographical location or have Google target a certain area. 15-25 miles around your office is a good range, if you want you can choose just your state. This will exclude any one outside your selected local area.
- Set all keywords to exact match, you may not get as many clicks but you won’t waste money. If your a local contractor you will want to add keywords like [general contractor], [general contractor yourtown], [general contractor yourtown yourstate], [general contractor yourstate], [residential contractor] Etc…Or whatever is relevant to your business. Beginners should stick to keyword phrases with two or more words.
- I recommend setting your ads to run only during hours you will answer the phone. If you can’t figure out how to do this, Google will help you.
- I also recommend eliminating cell phones for most businesses. When I compare my paid search bounce rates. Mobile seems a ridiculous waste of money
I would like to hear how you do local online advertising with pay per click. Please tell me in the comments, or write a post and let me know. Thanks