PPC Management Tips
by Kirt Christensen
There are times when a place is linked to a business. Let's say that you owned a casino, You may find that you can get more less expensive traffic bidding on "Niagara Falls" than just bidding 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
Using a map site cut and paste a list of the cities near you into an Excel spread sheet and mix up the terms with the cities. Use terms like: 'computer consultant', 'IT company', 'IT consultant' and so forth.
The passkey to untapped markets is to have loads of keywords. You will also find lowered bid prices, better CTR, and a successfully managed pay-per-click. The effort will pay off.
There's a way you can multiply your keyword list threefold and at the same time bid on terms that your competitors are overlooking.
There is more inside quotes and brackets than words. The tool AdWord Acceleration (www.AdWordAcceleration.com/by Stephen Juth will help with the identification of the variants that cost you less and have less competition fighting for them.
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.
There is an additional feature that Google provides that can help you with that difficulty, Expanded Phrase Matching adds singulars, plurals, similar phrases, and relevant synonyms where they may be lacking in your keyword list.
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
Keyword phrases that fall under this category are the ones that you use when setting up your campaign that don't have any categorizing marks on them. Such as:
used cars
Japanese used cars
used cars for sale
Be careful! By not providing a list of negative keywords associated with "used cars" you will end up with your ad showing on these searches:
used cars
german used cars
used cars cleveland
used police cars
Your ad may well show up when someone searches using this wacky phrase:
cars used in filming dukes of hazzard
Phrase Matches
Keywords with quote marks on them fall under this category. Such as:
"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
But your ad will not appear in this search:
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]
If you use exact match keywords then only those who search for your phrase exactly, will be shown your ad. These search phrases will not be shown 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.
Kirt Christensen's high-energy flair in
PPC Management as he managed over $612,000 of annual ppc advertising for clients, has them raving about him!
http://managemypayperclick.com You can get a
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