Google Ad Words can be used as a strategy to target the most prospects searching on Google. For example, if someone you aresearching for a coffee maker in Google they may type "buy a coffee maker." Google will return mostly national results in the search results. A local business can compete with national brands, but the level for SEO and Local SEO will take time and much-needed effort. Google Ad Words can achieve top first-page results faster, almost overnight with the right strategy.
Most people are searching by typing in “buy a coffee market” are not in your local area anyway so they’re not good prospects. Google Ad Words can be set to target geographic locations. For instance if you were a coffee maker store in Toronto, your Google Ad Words campaign cab be set up only to be seen by people in the entire Toronto greater area, specific neighbourhoods/postal codes around Toronto, and even a specific radius around your business.
This would result in your ad show up in Google AdWords above the organic (or natural search results) and help you reach prospective customer without having to invest in SEO.
In addition, to specifying geographic targets, customizing your title, ad messaging as well as images (for the display network) of your ads you can also control the following:
Having clear goals will allow the title, message, and graphics focused and targeted toward getting you results. It is also important to set SMART (Specific, Measurable, Attainable, Realistic and Time-bound) Goals. The goals need to be based on your expectations within the budget that you want to be working within.
The common goals for a Google Ad Words campaigns include: