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10 Local Marketing with Google AdWords Express WEB PROFITS
including a lit le blue or red, pin with it that marks the location on Google Maps. Clicking the pin takes the searcher to the Google Maps page for that listing. If the listing does not have a website, it will be sent to the Google Places page instead. Google also walks you through the process of set ing up a “Places” page.
I find the map listing especially
useful for
those searching through a mobile device. With the many Google apps avail- able, including Places and Maps, and the ability to target location based on GPS, a searcher who fi nds your listing can, with just a few clicks, get full directions, and voice guided GPS navigation—again thanks to Google, to your store location. How’s that for delivering them right to your doorstep?
Google AdWords Express vs. Google AdWords
You might be asking what the diff erence is between tra- ditional AdWords and AdWords Express. I fi nd the main diff erence is in ease of setup and management. With AdWords, you perform your own keyword research, write your own ads, place and manage your own bids, and target select locations. AdWords Express does all of this for you automatically, including the keyword research. It also targets local businesses looking for local customers. If you are looking to advertise to mass audi- ences across the country, stick with traditional AdWords. While you can perform local search advertising through Google AdWords as well, you must setup a number of variables, combined with geo-targeting, for this to occur.
The ad will be displayed, including a little blue (or red in some cases) pin with it that marks the location on Google Maps.
With AdWords Express, it is all done for you. As with anything, there are some pros and cons
of AdWords Express, and positives within AdWords Express can also be seen as negatives, depending on how you look at it. Let’s start with the pros:
Pros of AdWords Express
1. Easy-Setup/Easy-Use. AdWords Express enables advertisers to start running ads live within ten minutes. Setup is an easy four-step process that walks you through everything necessary to get started. Unlike traditional AdWords, setup does not require the user to do any time consuming keyword research, and Google even assigns bid prices based on its bid auction model. T e last step is determining a bud- get, but even this is automated by Google. T e system automatically recommends a monthly budget, based on the data it reviews on average search volume, for the type of service or product off ered.
Continued On 14 12 February 2012
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