50-ways-to-make-your-first-sale

Chapter 26
Pay for Google Adwords
Additionally, you can advertise locally and choose specific keywords like:
• Specific products with serial numbers
• Specific brands that are high in demand
You may end up cornering your local market on these products and even
unseating large retailers. Spend time testing a locally targeted ad group. You
may find a lot of ways to exploit your local presence.
A Note About Choosing
Competitive Keywords
In every industry, there are a group of keywords that drive a lot of traffic and
cost a lot of money to bid on when it comes to Adwords advertising.
These keywords are usually a race to the bottom.
Unless you have a really big budget and are masterful at Adwords, it’s best
to pick a smarter strategy to gain a positive ROI (return of investment).
Otherwise, what will happen is you’ll blow through your advertising budget
and make the worst mistake possible when it comes to advertising on
Adwords, quitting altogether.
The problem with stopping and starting Adwords advertising is that you’ll
ruin your quality score. Quality score is a metric Google gives advertisers
and generally, the better your quality score, the better position and rates
you’ll get for your ads. Google likes to reward advertisers that stick with
their program and don’t jump ship.
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