Help me out with my peculiar problem please

Control which ad is served when multiple keywords could trigger an ad

[sstdesigns]

I am managing adwords for one of my real estate site. I have structured my campaigns in the following way.

Campaign -> City A

Ad groups

Localities (contains kwds for all localities in City A)
Apartments (contains kwds for all localities suffixed with apartments)
Land(contains kwds for all localities suffixed with land)
Homes(contains kwds for all localities suffixed with homes)

I am using broad match in all the above adgroups.

Now, my problem...

- When somebody searches for a land in (locality), the ads in localities adgroup shows up... Instead I want ads in my land adgroup to show up for these searches.

- There are many localities which have similar names i.e City A has a locality called ABC and City B again has a locality called ABC. In such cases how should I get my correct ads to show up.

I will be grateful if somebody can share their own experiences with real estate related sites.

[georaza]

Do not use broad match man. Use the combination of words to get more targetted traffic. Your cost will cut down and you will receive laser targetted traffic at lesser cost.

[trannack]

I manage an estate agents site for one of my customers. Curious as to why you are bidding on locations in broadmatch. For arguements sake, say you had property for sale in Birmingham, why would you want to bid on the word Birmingham without any mentions of properties or land for sale? Someone looking for a bicycle repair shop in birmingham really has no interest in real estate for sale? I agree with the above post - broad-match is perhpas not the wisest choice, and you probably need to redefine your adgroups a bit. IMHO :)

[sstdesigns]

I am advertising on google to get good number of visitors, i need volumes. There will be some percentage of people who will just search a particular locality in which they are probably looking to get a home. I don't want to miss them.

[jtara]

If you set a higher bid for "locality land" than for "locality" it should preferably serve the "locality land" ads.

[georaza]

Suggested keywords:

Birmingham land
Birmingham flat
Birmingham property
Birmingham estate
-free

[sstdesigns]

I think if I will use exact match in all keywords, it should be fine.

[DoctorDoctor]

You better start with phrase match before trying the exact match, less you are extremely familiar with real estate queries.

[trannack]

I think you are looking at this the worng way. What you should be striving for is quality traffic - not quantity. If, for example, you bid on the word Brimingham - you will end up with a vast number of impressions and very few clicks. If you get any clicks, they are likely not to be targetted traffic, and will probably result in not being interested in what you have to offer. This will ultimately be detrimental to your QS, and could waste revenue.

I would suggest you focus on getting the combination of keywords right ie
land for sale in birmingham
flats for sale birmingham
brimingham estate agents

etc, etc. Make sure each "sector" is within its own adgroup and that the advert and keywords are very targetted to that group.

If this is your first attempt at managing someone elses adwords project - you have picked a difficult one to learn with. Real Estate is highly competitive for one thing, and the permutations of searches are vast. Good Luck!

[sstdesigns]

If I use your suggested keywords, should I use them in phrase or exact match. Plz suggest.

land for sale in birmingham
flats for sale birmingham
brimingham estate agents

[eWhisper]

Localities (contains kwds for all localities in City A)
Apartments (contains kwds for all localities suffixed with apartments)
Land(contains kwds for all localities suffixed with land)
Homes(contains kwds for all localities suffixed with homes)

- When somebody searches for a land in (locality), the ads in localities adgroup shows up... Instead I want ads in my land adgroup to show up for these searches.

In this instance (Phrase match will also be your friend, however, if you wanted to use broad match) your best bet is to use negative keywords [webmasterworld.com].

Group A (apartments) would look like:
locations apartments
-land
-homes
-home

Negative keywords are one of the best ways to control your ad delivery if you wish to use broad match or an extensive keyword list.

[sstdesigns]

Thanks a lot ewhisper for your insightful comments.