Where to start?

[foolarama]

Still gearing up for my first adwords campaign, but with all the issues going on, I've been afraid to start. I'm a brick and mortar business with one location. We sell a handful of products that we install and service. Typical customer spend about $1000 upfront and $300-$500 a year after that. Only interested in servicing our metro area.

So, should I start with adcenter or yahoo first? Where do most of you recommend a novice start out.

Thanks

[smallcompany]

Do you sell online?

[Structuralist]

I don't think "all the issues going on" should deter you from trying AdWords. It sounds like you run a local business, and those are not the kinds of websites that have been affected by the bans and quality score penalties.

I would recommend starting with AdWords. The interface is best and it will send you the most traffic. Yahoo does not allow you to turn off "search partners" (in Google's phrase) except by manually excluding their domains, so I don't think you will get the best experience by starting there. AdCenter is ok, but I think starting with AdWords campaigns targeted to only serve your metro area is the best bet.

I assume you've taken atleast minimal steps in organically optimizing your business for local search by including your address on most pages and registering your business with major search engines?

[foolarama]

Smallcompany...no, we look to generate a phone call. We close about 30-40% of incoming calls.

Structualist, yes we are a local business. I'm glad to hear that the issues probably won't affect us. A geotargeted campaign is what I intend to start with. And we have optimized, but I think we will need to do a little more.

[netmeg]

First of all, make sure you have a page in Google Local Business, and it's all optimized to the extent that you can. It's free; all it takes is time. Then you have a good chance of showing up next to a Google map when someone looks for what you do.

Remember that people are probably more looking for what you do than who you are, and pick your search phrases accordingly.

If I were you, I would start a small geo targeted campaign, covering the area that you service. You want a search campaign only (exclude the content network - you might want it later, but search is your best bet to begin with) and you can exclude the search network too (which are Google partners - again, you can go back and test these later, but start simple)

Pick out some really good search phrases - if you are doing a geo targeted campaign specific to an area, you don't have to add the area. For example, if you sell and service washing machines (in my mind because my new one is being delivered tomorrow - woo hoo!) and you're in Milwaukee, you can just restrict your campaign to Milwaukee, and use phrases like:

washing machine sale
washing machine sales
service washing machines

and so on - you don't have to add the Milwaukee.

Whatever keywords and phrases you go with, do a search in Google for them first to see who and what comes up. If you have a word that's ambiguous or has more than one meaning (like "washer") then you want to add NEGATIVE keywords for all the connotations you DON'T want to come up.

A good way to find keywords and phrases is to start typing one in the Google search box - if you have Google Suggest turned on, you'll see a list of phrase "completions" that Google thinks you might be looking for. That's a real good place to find frequently search keywords - and if you find stuff in there completely irrelevant to your business, then you know maybe your search string isn't going to work so well.

You're going to have to come up with a way to measure it - if you're not doing online sales, but phone calls. Get in the habit of asking people how they found you. You also might consider a special landing page on your website that's AdWords-only, and contains a promo code or coupon - that's one good way to track when you don't have online sales.

Google has several match types - if you want to start small and work your way up, then put quotes around your multiple-word keywords like --> "washing machines" so that you get a phrase match. Broad match can be way too broad (you get people looking for washers - the discs - and not the machines) and exact match can be too limited. If you start with phrase matching, you'll have the best chance of getting the coverage you want, without risking too much damage to your wallet.

Later, when you're an expert, you can explore some of these other options.

Good luck! Let us know how it goes for you.

[AdWordsAdvisor]

Do you sell online?

no, we look to generate a phone call. We close about 30-40% of incoming calls

In the midst of the excellent advice that you receiving, foolarama, I did want to mention on really important 'foundational' point - based on the fact that from what you have written so far, it is not clear if you have a website or not.

Please know that in order to advertise with AdWords, a website to which your ads will link is a must-have.

This is because the entire AdWords program is founded on the idea that when a user sees an ad that interests them, and clicks on it, they know they will be taken to a functional website.

So if you did not have a website to which your ad would link when clicked, but instead relied on potential customers to call a number they have seen in your ad, AdWords would not be a good choice for you - and your ads would be disapproved when reviewed.

Sorry for the very quickly written note. Rushing to prepare for a meeting. :)

I wish you the best of success with AdWords, should you decide to give it a try.

AWA

[eWhisper]

The above two posts are great advice.

Once you follow Netmegs advice and create a Google Local Business center account, in your AdWords account link these two together.

For more information on this feature called 'location extensions' see the GOogle help file:
[adwords.google.com...]