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PPC Management Tips

May 31, 2008
Some places are synonymous with certain businesses. Look at this, say you have a casino, you could get added cheap traffic by making a bid for "Niagara Falls" not just a bid on "Casino."

Local business owners might the keywords applicable to their business and make the addition of your state and neighboring cities. Such as, a Cincinnati IT company could use this list, with the included suburb names and intentionally misspelled versions of "Cincinnati":

Ohio computer consultant

Cincinnati computer consultant

Cincinati computer consultant

Cincinatti computer consultant

Tri-state computer consultant

Tri state computer consultant

Eaton computer consultant

Jamestown computer consultant

Miamisburg computer consultant

Sidney computer consultant

Troy computer consultant

Milford computer consultant

Loveland computer consultant

Go to a map site and paste in a list of cities, then use an Excel spreadsheet to mix and match those terms. Use "computer consultant," "IT company," "IT consultant," etc.

With a lot of keywords you have the keys to untapped markets, lower bid prices, higher CTR, and success as a PPC manager. Effort put forth here will pay you back many times over.

There is a secret to multiplying your keyword list by three as well as bidding on keywords overlooked by the competition.

To really maximize your base keyword list use brackets and quotes. In his tool AdWords Acceleration (www.AdWordAcceleration.com), Stephen Juth helps identify variations that are less pricey and for which there is less competition.

Creating a comprehensive list of keywords can be a tiresome labor of love and it may be a temptation to leave out a singular or plural or overlook the synonyms that may be related to one or more of your niche keywords.

Google has already foreseen this problem and provides an extra feature, Expanded Phrase Matching, which adds singulars and plurals, similar phrases, and relevant synonyms to your keyword list for you.

Care is warranted here. This feature works for your broad matched keywords, not for your exact matches and phrase matching on your list of phrases.

Broad-Matched Keywords

The keywords described by this phrase are the ones you add to your list that don't have any demarcations with them. Like these:

used cars

Japanese used cars

used cars for sale

Caution is also warranted at this point. If you do not use negative keyword phrases on "used cars" you will end up with your ad showing for these search phrases also:

used cars

german used cars

used cars cleveland

used police cars

Your ad might even come up when someone searches this cockeyed phrase:

cars used in filming dukes of hazzard

Phrase Matches

This term denotes keywords with quotation marks around them. Like these:

"used cars"

"Japanese used cars"

"used cars for sale"

The quotes will have your ads show up in searches that include these search terms in the order given, no other words inserted, like the words that follow:

used cars

old Japanese used cars

used cars for sale chicago

But for this search your ad won't be shown:

used police cars

Exact Matches

These keywords are placed with square brackets around them. For example:

[used cars]

[Japanese used cars]

[used cars for sale]

With these keywords, only people who typed in these exact phrases, in this order, will see your ad. None of the following keyword searches will show your ad:

used cars chicago

german used cars

old japanese used cars

used cars for sale chicago

used police cars

Remember that if you include negative keywords in your lists, you'll pull down the number of impressions that your ads get because they'll show for fewer searches, which means that your CTR will automatically go up. But notice the math of this: If you could pull down your number of impressions by 20 percent, your CTR would improve not by 20 percent, but by 25 percent. Likewise:

If you cut unwanted impressions by 30 percent, your CTR will increase by 42 percent.

If you cut unwanted impressions by 40 percent, your CTR will improve by 67 percent.

If you cut unwanted impressions by 50 percent, your CTR will double.

The use of negative keywords can really give your broad/phrase matching keywords a boost, but they won't change anything for your exact match keywords. By managing your pay-per-click well, the use of negatives can make a big difference.
About the Author
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ppc management companies, he's the man!
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