PPC Management Tips
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.”
If you have a local business, use the keywords that apply to your company and combine that with your state and many of the cities near by. Say you are a Cincinnati IT firm then you could use this list, making sure to include suburb names and purposeful incorrect spellings 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.
Having lots of keywords is the key to untapped markets, low bid prices, higher click through rates, and successful PPC management. Your effort in this will pay dividends.
Would you like to increase your keywords by 3x and also get to bid on keyword terms that your competition has overlooked? Here is how:
Quotes and brackets hide more surprises than you’d realize. Stephen Juth’s tool AdWord Acceleration (www.AdWordAcceleration.com) helps you identify which of these variations will cost you less money and where there’s less competition to fight through.
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.
An added service that is available from Google to help with just such a problem is the Expanded Phrase Matching. This service adds singular and plural matches for your keywords and offers similar phrases and relevant synonyms where there may be a deficit.
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
When you insert keywords at the time you’re setting up your campaigns, these are the keywords that don’t have any delimiters around them. For example:
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
It may even show your ad for this wonky search:
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”
These will make your ad show in searches that include these terms in this order, without extra words inserted, such as the following:
used cars
old Japanese used cars
used cars for sale chicago
Your ad won’t show for this search, however:
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]
Using exact match means that only the searchers who type in this precise phrase will get to see your ad. The following searches will not see your ad:
used cars chicago
german used cars
old japanese used cars
used cars for sale chicago
used police cars
With negative words included in your keyword, your page impression number will be fewer because your ads will show in a lesser number of searches. That will result in an automatic raising of your click-through-rate. This is the greatest part though: by lowering your page impressions by 20 percent, your click-through-rate actually is raised by 25 percent, not the expected 20 percent. Now check this out:
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.
Negative keywords won’t affect the CTR of exact-matched keywords, but they will help your CTR on phrase- and broad-matched terms. If your PPC management is done right, there’s no way they can’t help.
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