Tips For Managing PPCs
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
Use a mapping site to compile a list of nearby cities and paste that into an Excel spread-sheet. Using term like ‘computer consultant’, ‘IT company’, ‘IT consultant’ you can mix and match it with the cities and towns for a great addition to your keyword list.
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.
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:
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.
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
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
You need to be cautious, because if you don’t provide negative keywords, that keyword phrase “used cars” will show your ad for all of the following searches:
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
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]
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
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 click through rate of exact match keywords won’t be affected by Negative keywords, however they will make a difference on your phrase and broad match terms. If you manage your pay per click correctly, there is no way negatives can’t help.
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