Google AdWords and Yahoo Search Marketing Guide - Geotargeting
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Every computer has an IP address. The IP address lets search engines know your country, city and area, so they get a pretty good idea of where you are. Using this data, Google allows you to customize your ad reach to specific geographic regions by: state, zip code, country, or a combination of those options.
Geotargeting is very useful if the business is located in a specific city and does not need traffic from other cities. For example, a mortgage broker in New York isn't interested in traffic from LA; in fact, that traffic only wastes money. To offset this irrelevant targeting, he can set up geotargeting filters in AdWords campaign options.
Google is also experimenting with Map ads; you can try them from AdWords options.
Yahoo offers a similar feature called local match. You can set a geo-radius around your business location of up to 100 miles. Local match requires you to have a physical business address.
Paid Inclusion
Yahoo offers paid inclusion into their search results; this is called Search Submit. The program works like regular PPC ads, and Yahoo charges each time someone clicks on the ad.
Yahoo is the last search engine to have a paid inclusion program, for which it gets bombarded all the time. This program makes Yahoo more biased towards on page criteria in order to make it easier for sites using Search Submit to rank on search results. There's Search Submit Basic with a five-page inclusion limit, and Search Submit Pro, with a $5000 monthly minimum spend.
Pay Per Click Bidding Tips
Don't get into bidding wars, especially for generic terms.
Don't bid for very broad terms that don't convert well, unless you're after branding.
Use negative keywords to block phrases for which you don't want the ads to appear.
Start out with high bids to appear near the top. As the ad gets good CTR, lower your maximum bid and let the ad fall into the lower position. Since you've already collected a good CTR, you can spend less and still show up in the good spot.
Use Traffic estimator and the AdWords keyword tool to glance at how competitive each market is.
Check competing sales paths from the ad click to the thank you page. Note their ups and downs. Copy the best features.
Write ads for conversion, not for click through rate. There may be less clicks and higher bids, but more overall conversions which justify it.
Google and Yahoo Help Forums
If you need help, use the forums listed below and ask questions of community members.
AdWords Forums
http://forums.seochat.com/google-adwords-more-39/
http://forums.digitalpoint.com/forumdisplay.php?f=35
http://www.webmasterworld.com/google_adwords/
http://forums.searchenginewatch.com/forumdisplay.php?f=31
http://groups.google.com/group/adwords-help
http://www.webproworld.com/google-adwords-discussion-forum/
Yahoo Search Marketing
http://forums.seochat.com/pay-per-click-37/
http://forums.digitalpoint.com/forumdisplay.php?f=84
http://www.webmasterworld.com/yahoo_search_marketing_overture_ppc/
http://forums.searchenginewatch.com/forumdisplay.php?f=35
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