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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."

For local businesses, take whatever keywords apply to your business and then add your state and as many close-by cities as possible. For example, a Cincinnati IT firm might use this list, which includes suburb names and deliberate misspellings 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.

While struggling through the daunting and frequently tiresome task of selecting a comprehensive keyword list, you may miss one or two singulars and plurals and leave out synonyms of your niche phrases.

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

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

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

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

"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

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]

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.inpop.net

Kirt Christensen's dynamic flair in Pay Per Click Management as he managed more than $612,000 of yearly internet advertising for clients, has them raving about him! managemypayperclick.com

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