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Hints To Help Manage Your PPC

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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

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.

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.

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.

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.

You'll need to be careful here, however. This service will work for broad-matched keywords in your list, but it won't work for phrase matches or exact matches.

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 may well show up when someone searches using this wacky phrase:

cars used in filming dukes of hazzard

Phrase Matches

These keywords are placed with quotes around them. For example:

"used cars"

"Japanese used cars"

"used cars for sale"

Having quotes on your keywords will have your ad showing up when searches are done on these search terms in this order with no other words filled in, as shown in this list:

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

Place square brackets around your words to make exact matches. Such as:

[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

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.

Article Source: http://www.articlesinsight.com

Kirt Christensen's dynamic style of PPC Management as he managed over $612,000 of annual internet advertising for clients, has them praising about him! managemypayperclick.com

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