Optimizing Google AdWords Advertising for Local Business ? isocket

Do Local Business Owners Need A Presence Online?

Some local business owners claim that the internet offers nothing special to their business. And to be fair, some of them have a point. But their situations are rarities, and for the majority of local business owners, an absence online will place them at a severe disadvantage.

Think about this for a second ? In North America, there are 272 million people online. ?97% of them will find and research the product/service they need on the internet. So for the majority of local business owners, I would suggest they begin working on creating an online presence to ensure they don?t fall behind.

In this write-up, I?m going to go through a fairly detailed step-by-step tutorial of how one local business owner can generate business online using Google AdWords.

Intense Tennis

Let?s pretend you own a tennis instruction company called Intense Tennis. Your company has a network of dedicated instructors across Los Angeles providing lessons on tennis courts from Santa Monica to Cerritos. You have a nice website, and you decide that it?s time to aggressively market your company by launching a Google AdWords campaign.

Step 1 ? Register Your Business in Every Directory

Free traffic is the best traffic right? So before we get into AdWords, the first thing you should do is to increase the visibility of your business within the natural search results. Register your business in free directories like?Google Places, Yahoo! Local, Bing Local, City Search, etc. It?s evident in the screenshot below that businesses registered with Google Places will show up near the top quite frequently (for e-commerce companies, make sure to insert a data feed into?Google Products). Placing your link in these directories could generate massive traffic while helping your SEO link-building campaigns.

Fig. 1

Step 2 ? Keyword Research

Put some thought into it, and you?ll realize there are two ways people will search for your service. Based on these two ways, you?ll have to create two separate campaigns:

1) Because searchers have gotten used to Google?s automatic location detection technology, searchers may use generic keywords like ?tennis lessons? to find your business. These searchers are trusting Google to generate relevant pages based on their location. *Before you decide to rely on this technology, there are a few kinks Google hasn?t worked out yet. As I?m writing this tutorial in Long Beach, Google is claiming I?m in San Diego. That?s a 100 mile difference!

2) People like me will search a little more precisely. If I were looking for a tennis instructor, I would use the keywords ?tennis lessons cerritos.? Also, people may be searching for your service away from home, which is why they won?t rely on the automatic location detector from Google.

After you complete your keyword research, you?ll find there are plenty of other keywords to consider like ?tennis instructor? ?tennis teacher? and ?tennis pro,? just to name a few.

Step 3 ? Under Campaign Settings, Geographically Target Los Angeles

This is the easiest (but most important) step in order to setup your campaign so that it?s shown only within your region. You don?t want your ad to show up randomly in Cleveland, New York, or even San Diego, so eliminate the sure-fire certainty of wasting the searcher?s time and your money by showing ads outside of your zone. Targeting Los Angeles will ensure you don?t waste any clicks.

Fig. 2

As you already know, there are plenty of cities within the Los Angeles Metropolitan. If you want to get really specific, go beyond this and create more campaigns to begin targeting other cities within your zone. For example, you can create separate campaigns for Long Beach, Santa Monica, Venice, Brentwood, Bel Air, etc. Each subsequent campaign will be a complete mirror to the one shown above except the zoning and ad copy.?

Step 4 ? Create Plenty of Ad Groups within Your Campaigns

The keywords you generated are all pointing towards one service, which in most cases would require one campaign. But for this local AdWords campaign, we?re going to create two campaigns. The reasons for this will be clear shortly.

For Campaign 1: Los Angeles (Generic Search), we?re going to create ad groups for searchers who are relying on Google?s location detector to generate relevant results. Under campaign settings, ensure Google will trigger your advertisement only to searchers within the city limits of Los Angeles. Take a look at your keyword list and based on the common theme, begin to group them together. These groups will encompass separate ad groups. In figure 3, note that I included only four incomplete ad groups because this is a fictional campaign. Upon completion of your keyword research, you should have a lot more ad groups than four. As far as keywords go, Google will generally recommend 10-15 keywords per ad group.

Fig. 3

You?ll notice that I created separate ad groups for words that pretty much mean the same thing. A good example would be ?tennis professional? and ?tennis pro.? The reason I do this is because I want my ad copies to reflect the search query. This will give searchers the confidence that the service they?re seeking can be found within your website. At the same time, ad copies with text that match the search query verbatim will tell Google that your campaign is very relevant, which will produce a higher quality score and a lower CPC.

For Campaign 2: City by City, the setup process is comically laborious. You?re going to do what you did for Campaign 1: Generic Search (Los Angeles), but add each major city within the LA Metropolitan. For this example, I only did it for the city of Cerritos. To ensure you don?t miss any traffic, repeat the steps for every single city within the LA Metropolitan.

Fig. 4

*There are some of you who may be wondering why I don?t suggest using keyword insertions. For those who don?t know, keyword insertions is an advanced AdWords feature that dynamically updates your ad copy to include a keyword a searcher used. A perfect example would be to refer to Ad Group 1 in figure. 4. I could use the term ?tennis instructor? and place a piece of code into the ad copy to have ?Cerritos? triggered when used in conjunction with ?tennis instructor.?

I don?t like doing this because I want complete control and a complete forecast of every single one of my campaigns. This is why I?d rather spend hours making 100 ad groups than giving up something to the unknown. Besides, let?s say we used the keyword insertion feature ({Keyword: Cerritos, Santa Monica, Los Angeles} Tennis Instructors) and somebody typed in ?Santa Monica Tennis Professional.? A generic default text would be triggered because ?Santa Monica Tennis Instructor? is 5 characters over the limit. Situations like this make me very wary of using keyword insertions.

Step?5?? Continue To Fine-Tune Your Campaign

Constantly monitor what works and what doesn?t. If you find a keyword that isn?t performing, pause it. Write several ad copies and see which one performs better. If you find that searchers are clicking through but that it doesn?t result in more sales, consider re-doing your landing page. And always make sure you capitalize on seasonality and emerging trends.

What about Google AdWords Express?

It isn?t easy for local business owners to pick up AdWords and use it with familiarity, which is why Google created something called AdWords Express. Google claims they created AdWords Express to be ?an easy advertising solution for local businesses while AdWords is a fully-customizable advertising solution for any business.? In other words, you can never customize AdWords Express in a way that is uniquely optimized for your business.

I had the good fortune of coming across a recent blog post by Search Engine Journal entitled ?Is AdWords Express Hurting Your Small Business???Please refer to their post for a small case study of how a small business owner lost a fortune using AdWords Express.

About the Author:?Delbert is an?internet marketing consultant?specializing in pay-per-click and display advertisements and is passionate about helping small businesses understand and develop intelligent internet marketing campaigns. You can connect with him on Twitter?@delbert_kim.

Tagged as: google adwords, local advertising, online advertising

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NEW YORK (Reuters Health) ? A new survey of U.S. teenagers finds that most have used alcohol and drugs by the time they reach adulthood, and researchers say that could be setting up many of them for a lifetime of substance abuse.

The new research, published in the Archives of General Psychiatry, found that almost four out of five teens had tried alcohol and more than 15 percent were abusing it by the time they turned 18 years old. Some 16 percent were abusing drugs by age 18.

In comparison, 18 percent of adults meet standards for ?lifetime abuse? of alcohol, and 11 percent meet the criteria for drug abuse, the study notes, suggesting an early start for at least some of those substance abusers.

?It?s in adolescence that the onset of substance abuse disorders occurs for most individuals,? said lead study author Joel Swendsen, director of research at the National Center of Scientific Research in Bordeaux, France. ?That?s where the roots take place.?

?The reason we worry about it is that the earlier they use these substances the earlier they become addicted to it,? said Susan Foster, vice president and director of policy research and analysis at the National Center on Addiction and Substance Abuse at Columbia University in New York.

Foster, who was not involved in the new study, said starting to use potentially addictive substances is especially dangerous to younger people because their brains are still developing.

?There?s really a type of rewiring that goes on with continued use that can result in an increased interest in using and an inability to stop using,? she said.

The new study is based on interviews with 10,123 U.S. teens between the ages of 13 and 18 years old, who were surveyed between February 2001 and January 2004.

Of the approximately 3,700 teens between the ages of 13 and 14, about 10 percent were drinking alcohol regularly ? defined as twelve drinks within a year. That number jumped to about half in the approximately 2,300 17- to 18-year-olds.

According to Swendsen?s team, almost one in three of the regular users in the oldest age group met the criteria for lifetime alcohol abuse. And the median age of onset for alcohol abuse, with or without ?dependence,? was 14.

As for drugs, about 60 percent of the teens said they had the opportunity to use illicit drugs, such as marijuana, cocaine, tranquilizers, stimulants and painkillers.

About one in ten of the 13- and 14-year-olds said they used at least one such drug, and that increased to about 40 percent in the oldest age group. Pot was the most common type of drug used, followed by prescription drugs.

The median age of onset for drug abuse was 14 with dependence and 15 without dependence.

The researchers found differences between the kinds of youngsters who transitioned from general alcohol use to regular use, for example. Boys were more likely to transition between the usage groups, while blacks and other non-white ethnic groups were the least likely to do so.

?These findings may contradict common assumptions but are consistent with previous investigations in adult and adolescent samples,? write the researchers.

Foster, whose organization published a comprehensive report on substance abuse in U.S. adolescents last year, also said these numbers are consistent with past research.

?We?ve had spikes and declines of abuse across the population,? she told Reuters Health.

Swendsen?s team writes that strategies need to target adolescents to prevent drug and alcohol abuse, but need to take into account the different forces that influence it.

?We don?t need to bombard them with information that?s beyond their stage of development, but don?t think a 13-year-old doesn?t know what cannabis is,? Swendsen told Reuters Health in a telephone interview.

?Like any other disease it?s very complex,? Foster said. ?There are a lot of? factors that come together.?

She added that findings like those in the new study are especially helpful for parents and healthcare professionals who need to know how important their roles are in both preventing use and getting teens help.

?I think a lot of people don?t understand yet the nature of the problem,? Foster said.

SOURCE: http://bit.ly/HFkjYk Archives of General Psychiatry, online April 2, 2012.

Article source: http://news.yahoo.com/most-alcohol-drug-abuse-starts-teens-study-210802060.html

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All these years we have made use of our ?thinking mind' to make a living. We have used our ?reasoning mind' for our self-improvement and material growth. We have identified ourselves with our restless thoughts throughout our lives, and acted accordingly. We have struggled with temptations and weaknesses, we have regretted about our past, worried about the future. Very few of us have succeeded in understanding the core nature of this mind. Even fewer have transcended beyond this ?thinking mind' to experience a higher way of living. This higher way of living which is rooted in the essence of the pure consciousness, is our connect to our spirituality.

We should all seek to identify with our spirituality. We should allow ourselves to live a life where the mind is free of thinking, where we operate through the intelligence of our spirit.

We can get connected to our spirituality by being conscious of our ?thinking mind' and focusing our thoughts on the present. Thus, we learn to look at situations the way they are, without relating them with our past experiences. Living in the present makes it easier for us to efficiently deal with whatever we do at the present moment. We are not easily influenced by emotions and impulses like envy, hatred, fear, anger, desires or attachments.

We should learn to put our attention on our mind, the thoughts that are flowing in our mind. This comes with practice. We should watch our mind and see if we are trying to relive the past, or we are trying to maybe enact some past event or reassess our past behaviour. We should stop our mind from daydreaming and thinking about the future, for this imaginary future is again based on our past experiences.

If we want our self-improvement we must stop living in the past or future. We must begin to live in the present. If this moment we have done our best and lived well, we may leave the rest. Because nothing better can be done for future than doing our best in the present. Worrying for the future is a disease created by the ?thinking mind' and the remedy is present moment awareness. Present moment awareness is the art of living in the moment, in the now. It is like waking up to our pure consciousness. It is about not identifying too much with the ?thinking mind'. Once our awareness connects to our spirituality and becomes free of mind identification, it leads us to our self-improvement and eventually to our eternal awakening.

Awakening leads to our self-realization. It is a process where we realize our true self. We realise that we are essentially pure consciousness. We realise that we are not an image based egocentric individuals. We no longer identity with this ?egoistic mind'. We know that once our consciousness gets itself associated with the ?ego' we suffer and struggle in our lives. We all as humans have experienced this. The art of staying in the moment, in the now, frees us from our sufferings. Present moment awareness leads us to peace and happiness.

Spiritual Inspiration means realizing your full potential and attaining success as well as attaining happiness and peace of mind. It is also said, that among all knowledge, there is one that all of us should know, and that is Spirituality. For more information visit: www.booksonspirituality.com

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