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14 Local Marketing with Google AdWords Express WEB PROFITS
targeting methods, I found that perform- ing a search for “fl owers in Dallas,” despite the fact that I was not located near Dallas. T ese types of searches are ineffi cient and wasteful, because they are targeting local businesses on a broad search level. On the contrary, if you used the tradi- tional AdWords tar- geting methods, the ad would not have showed at all, unless I was in the exact locations that were targeted manually when set ing it up. T is type of target- ing results in more qualifi ed traffi c and higher sales.
3) Account Automation.
Full account automation can be a scary thing and one that can get you into trouble, or at the very least, not produce the best returns. I am all for automation of some tasks, even ongoing ones, when managing PPC campaigns. However, I also believe the human touch is also necessary to maximize your eff ort. AdWords Express automates your campaign based
on categories, not keywords, as you do not have access to keywords during setup. For example, one particular category that is available from within AdWords Express is “Guitar Store.” If you own a guitar store that sells only electric guitars, then this broad keyword might at ract visitors looking for acoustic guitars; not what I would consider qualifi ed traffi c. In summary, account automation in moderation is good, and a big time
saver. However, full account automation might not be best for your business.
My Take on AdWords Express
If you’re looking to advertise to mass audiences across the country, stick with traditional AdWords.
No doubt, AdWords Express has a place and can be a great method for those looking to quickly capitalize on local- ized search within Google. I would recommend giving it a try if you are considering enter- ing the local search realm, have no expe- rience in managing traditional AdWords
campaigns, and do not have a budget to allow a profes- sional to mange it for you. However, for the experienced advertiser, AdWords
Express might not be your best option. T e traditional AdWords interface provides more selective target- ing and also can help with at racting more qualifi ed traffi c through the use of keywords, instead of cat- egory groupings, leading to bet er performance and increased ROI.
Eric Leuenberger is an ecommerce conversion marketing expert and author of a leading Ecommerce blog at T
eEcommerceExpert.com. He coaches store owners using his online coaching system, Ecom- merceAmplifi
er.com, teaching how to increase website sales using his proven six step process. Contact Eric at 1-866-602-2673.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 16 February 2012
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