Insurance and Credit

YOU’RE REACHING TWO KINDS OF PEOPLE

It seems like the following advice is only for real estate people, but the idea applies in a lot of places. There are two kinds of people looking 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.

He may in fact be from Richmond. But he could be down in Jacksonville. Or way out in Texas. Or in Kentucky. Or Beijing, or Kayo. But he’s still searching on Google for you, and he identifies Richmond by name.

Either way, you want to be there, ready to open the door when he comes knocking.

REACH 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.

Then you choose your country, followed by your state/province, and even a city or group of cities.

REACH THE SECOND PERSON

If you were advertising for real estate in California, you would set up a nationwide campaign. You would possibly even set up an international campaign, but with local terms like “Visalia real estate” and “Yorba Linda real estate.” After all, there just may be people from all over the country, and possibly even outside of the country, who are doing searches on these particular terms.

So you’d grab a map or a listing of cities from a web site and create a keyword set like this:

California real estate LA real estate Healdsburg real estate Villa Real real estate Santa Monica real estate Buy homes California Buy homes San Francisco Buy homes Bakersfield Buy homes Sausalito

The very best way to do this would be to combine a large list of general keywords (the same ones you used on the regionally targeted campaign) with a large list of cities and towns. Then use a spreadsheet to mix and match them together.

Either way, you’ll end up with a huge keyword list: 95 percent of them will never get searches, and the other 5 percent may only get a few. However, it doesn’t cost anything to bid on these keywords if nobody clicks, and when people do click, they’ll only be five or ten cents. Not much traffic, but what you do get will be bargain priced. You should still buy generic keywords in your local campaign, but these local keywords in a nationwide campaign will bring very cheap clicks, mostly.

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 may be seriously looking for what you happen to offer.

You can also use your business’s address or latitude and longitude, and target all searches within a radius that you select. Google even gives you the advanced option of choosing your own customized set of coordinates that you want to target.

HONE YOUR CHOPS ON A LOCAL TEST CAMPAIGN BEFORE YOU GO NATIONAL

One age-old advertising trick is to test ideas in smaller markets before spending big bucks to try them out in the larger ones. Nowadays, the risks of going national instantly if you have a good product may seem small. After all, you’re only paying for one click at a time, so you set a daily budget, and 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 example, if you sell advice to investors, you might start just with investors in New York State. The advantage? You don’t need to worry nearly as much about your daily budget. If your cash reserves are limited, you can choose this smaller market to start off in, and if in the first few weeks or months it’s not profitable, you’re not forced to shut the entire thing down for fear of quickly going bankrupt. Make the sales process profitable in a smaller market, and then go national.

Then you’ll be able to take on the big boys in the worldwide market because you know that the process works in the small market, and every dollar you send out comes back with more dollars attached. This, by the way, is an excellent way to keep competitors from knowing what you’re up to, if they don’t live in the cities you are actually targeting.

Most people who advertise on Google Adwords today don’t realize that they are losing tons of customers and leads – all due to the fact that they don’t know the “5 Key Strategies” they must perform to set up a successful Adwords campaign. Those who follow these 5 key steps to optimize their Adwords campaign, not only will have their ad show up a lot higher in Google, but will also pay less per click than the people advertising below them! Applying these 5 crucial Strategies will INCREASE the amount of clicks you’re getting per day and at the same time DECREASE the amount of money you have to pay now!

Optimize Your Campaign For Google Are all of your keywords stuffed into one or just a few ad-groups? Google hates it when campaigns are like this and determines that your campaign has “0% relevancy”! I actually make my campaigns Super Relevant by taking each individual keyword and putting it in an ad-group all on its own! If you do this it will reduce your click cost by an incredible amount! I recommend that at first you take your keywords and knit them into very closely related ad-groups.

I recommend a free Adwords platform “Adwords Editor” that has a special, easy-to-use tool for organizing keyword called the “Keyword Grouper”. If you don’t properly organize your keywords then you’re definitely going to be “slapped” – meaning that Google will charge you insane amounts of money for clicks and give your ads terrible placement.

Optimize your Ads Correctly- The structure of your ads plays a huge role in determining how much you have to pay per click. As with strategy #1 Google, is obsessed with “relevancy”. Google’s idea of the perfect ad actually has the keyword that was searched on appearing twice in the ad; once in the ad title, and also once in the ad text. If Google see’s that your ad displaying for the keyword, “injury attorney” actually has the keyword “injury attorney” appearing in both your ad title and in your ad text then Google is going to reward your ad for being perfectly relevant to the keyword that was searched on.

Google is going to reward you in two ways: 1) Google will charge you less per click, and 2) Google will give your ad a higher ad placement! But that’s not it! Whoever searches on the keyword “injury attorney” will actually be more inclined to click on your ad because the actual keyword they searched on shows up twice in your ad! This means that by optimizing your ads you not only get more clicks and spend less, but you also get higher ad placement! It’s definitely a win-win situation!

You may ask, “Well how will I ever have time to write a super targeted ad like for every keyword I have? That’s impossible!” Trust me, if you utilize this strategy it will definitely pay off! I am such a firm believe in this strategy, that I actually write a super targeted ad for EVERY keyword. It’s a massive load of work, but it definitely pays off for my clients in the form of less ad-spend and MORE clicks! Optimizing your ads pays off!

Optimizing Your Site for Google Even though you follow steps 1 and 2 and still get majorly penalized by Google. Google could be penalizing you because your website doesn’t contain the keywords that you are bidding on. Google expects to find each and every keyword you’re bidding on at least once on your landing-page. Google wants to make sure that the site you’re advertising is 100% relevant to the search a Google user makes. Google is all about providing its users with information on exactly what they searched for. Google wants to return its searchers perfectly RELEVANT content.

If Google can’t find the keyword that you’re advertising under anywhere on your landing-page Google will automatically assume that your website has little or nothing to do with the keyword and deem your site “NON-RELEVANT” to the keyword searched on. What does this mean for you? This means you will now be “punished” by the Google gods and “slapped” with high costs-per-click as well as bad ad placement.

You might ask, “Well, how can I possibly make sure that my website contains all of the keywords that I’m bidding on?” Using special PHP programming you can actually make a special code and insert it in very strategic places on your landing page. This will make the keyword searched on appear on your website to make your site be 100% relevant to the keyword searched on. This special technique is known as “Dynamic Keyword Insertion”.

NOW…. a customer searches on “injury attorney” and when they click on your ad, the word “injury attorney” magically appears in strategic places on your website. Google ALSO now sees that your site is relevant to what was searched on. The result? The searcher is happy that they actually found what they were looking for and Google rewards you with a lower click-cost and higher ad-placement!

Keyword “Swiping”- This step is crucial if you’re serious about absolutely dominating your competition in Adwords. Say you do some research and find two particular advertisers that are your top competitors. Maybe they have hundreds or even thousands of keywords that they’re successfully advertising under. That being the casemore than likely, it took them many months and lots of money to build a profitable keyword list.

What if I told you that you could legally and ethically “steal” your top competitors’ keywords and advertise under them yourself? Meaningthat your competition spends all of the money trying out and testing which keywords work the best and then YOU swoop in and LEGALLY steal all of your competitors’ tried and tested keywords?

Not only will you be bypassing months’ worth of keyword research, but by implementing the “relevancy techniques” in the steps above you’ll beat out your competitors under every keyword that they are advertising on!

Yes, it’s sneaky but it’s legal and crucial to dominating your niche in adwords. The best way to get in on this keyword espionage is by utilizing a special spy tool called “KeywordSpy”.

Split-testing your Ads Daily- Did you know that Google rewards good ads? If Google sees you have a great ad with a great click-through-rate, that ad will not only get shown more often, but it will also decrease in bid price so that you pay less per click!

In other words, the better your ads are, the less you pay per click and the more traffic you get. It’s extremely important that you write two ads for each ad-group or keyword and then split-test the ads against each other. Now you can see for sure which ad out-performs the other. Once you find the best ad, delete the “loser ad” and write a new ad in its place. Then test the new ad against the winning ad. After testing ads on a daily basis you will end up with high performing ads that not only increase the amount of clicks you get but also decrease the amount of money you have to pay per click!

YOU’RE REACHING TWO KINDS OF PEOPLE

It seems like the following advice is only for real estate people, but the idea applies in a lot of places. There are two kinds of people looking 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 that may not be in your area at all (or else Google’s system cannot detect where he is), but is still asking for your particular area’s services. He goes to Google and searches by typing in “movers in Ft Lauderdale,” or “Ft Lauderdale real estate,” or “hotels Ft Lauderdale,” hoping to get Ft-Lauderdale-only results. He may be traveling on a particular holiday or planning a move or he may be an investor.

He may in fact be from Palo Alto. But he could be down in San Diego. Or way out in Orlando. Or in Montreal. Or Sydney, or Tokyo. But he’s still searching on Google for you, and he identifies Palo Alto by name.

Either way, you want to be there, ready to open the door when he comes knocking.

REACH 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.

Then you choose your country, followed by your state/province, and even a city or group of cities.

REACH 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 “Los Angeles 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.

So you would need to grab a map or a listing of cities from a web site and then create a keyword set like this:

California real estate LA real estate Healdsburg real estate Villa Real real estate Santa Monica real estate Buy homes California Buy homes San Francisco Buy homes Bakersfield Buy homes Sausalito

To do this the best way, you would combine a large list of general keywords (the same ones you used on the regionally targeted campaign) with a large list of cities and towns, and then use a spreadsheet to mix and match them together.

Either way, you’ll end up with a huge keyword list: 95 percent of them will never get searches, and the other 5 percent may only get a few. However, it doesn’t cost anything to bid on these keywords if nobody clicks, and when people do click, they’ll only be five or ten cents. Not much traffic, but what you do get will be bargain priced. You should still buy generic keywords in your local campaign, but these local keywords in a nationwide campaign will bring very cheap clicks, mostly.

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 may be seriously looking for what you happen to offer.

You can also use your business’s address or latitude and longitude, and target all searches within a radius that you select. Google even gives you the advanced option of choosing your own customized set of coordinates that you want to target.

HONE YOUR CHOPS ON A LOCAL TEST CAMPAIGN BEFORE YOU GO NATIONAL

One age-old advertising trick is to test ideas in smaller markets before spending big bucks to try them out in the larger ones. Nowadays, the risks of going national instantly if you have a good product may seem small. After all, you’re only paying for one click at a time, so you set a daily budget, and 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 example, if you sell advice to investors, you might start just with investors in New York State. The advantage? You don’t need to worry nearly as much about your daily budget. If your cash reserves are limited, you can choose this smaller market to start off in, and if in the first few weeks or months it’s not profitable, you’re not forced to shut the entire thing down for fear of quickly going bankrupt. Make the sales process profitable in a smaller market, and then go national.

At that point, you’re able to take on the big boys in the worldwide market because you know that the mechanism works like clockwork in the small market, and every dollar you send out comes back with more dollars attached. Oh, this is also an excellent way to keep competitors from knowing what you’re up to, if they don’t live in the cities you’re targeting.