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12 Local Marketing with Google AdWords Express WEB PROFITS
2. Local Targeting.
If you want to geo-target customers on a local level with traditional Google AdWords, you need to manu- ally select the countries, states, and regions you want your ads displayed in from a map. With AdWords Express, this is already done, as it pulls geographic search areas based on your physical location. In addition, Google will further target your ads to show only for the category you indi- cate. T is removes the possibility of an ad for “fl owers in Dallas” showing when a user types in “shoes in Dallas.” T is can be done with some work and likely a list of negative keywords in traditional AdWords, but it takes a lot of time to get it right. AdWords Express saves you that time.
3. Account Automation.
AdWords Express does not require you to perform manual keyword bidding or analysis. In other words, you will not have to monitor your keyword bids and adjust them accordingly to maximize your advertising eff orts and positioning. With AdWords Express, Google handles this for you, to ensure the ads are displayed only at the best possible time.
portion of AdWords Express to be a negative. When you automate a campaign, you must make assumptions about your business. And this is where many PPC eff orts run into trouble. When you let a soſt ware system make assumptions about your business, budget included, you miss out on vital human aspects such as intuition, reasoning, logic, experience, and research. No mat er the system, these are things you can- not easily replace. For example, when set ing a budget, I fi nd it best to utilize knowledge of the business you are adver- tising to set a budget that meets both your needs and objectives. Whereas Google might
recommend a budget based on number of clicks it could draw, I prefer to set budgets based upon
AdWords Express does not require you to perform manual keyword bidding or analysis.
Cons of AdWords Express
1) Easy-Setup/Easy-Use. I know from experience that running an eff ective PPC campaign that produces a high ROI requires some human intervention. T ere are parts of the setup/man- agement that you can automate, but you really need a human eye to get things moving in the proper direction. T is is precisely why I fi nd the automated management
14 February 2012
the return they will provide me, based on histori- cal data and the constraints of the business involved.
2) Local Targeting.
Traditional Google AdWords allows for targeting at the local level down to the individual town or city, so only those searching in those areas will fi nd the ad(s). On the contrary, if you let AdWords Express
decide your reach, it may be too broad or too narrow. Yes, with AdWords Express you also have the oppor- tunity to target based on category, but consider this: What happens if you run a “rose only” fl ower shop and a user searches for “fl owers?” Let’s say this might be the “category” in AdWords Express. Will your ad show? How are the searches divided? In traditional AdWords you can use negative keywords to eliminate searches for keywords such as “tulip,” or “daisy,” if you only sell roses. T is is not available with AdWords Express. In my testing of the “local” option for AdWords
Express ads, versus those using traditional AdWords local Continued On 16
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