Tips For Managing PPCs

Sometimes places are associated with businesses. For example, if you had a casino you might get additional cheaper traffic bidding on "Niagara Falls" than merely bidding 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

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.

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.

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.

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

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

It may even show your ad for this wonky search:

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"

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

But for this search your ad won't be shown:

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

By including negative keywords on your list, your total number of ad impressions will be fewer. This is caused by your ad being shown on fewer searches. In turn this causes your click through rate to raise. But Check out this math: If you lower your page impressions by 20 percent, then your click through rate will improve, not by 20 percent but by 25 percent. Here is some more:

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.a1-articledirectory.com

Kirt Christensen's dynamic flair in PPC Management as he managed more than $612,000 of yearly ppc advertising for clients, has them praising about him! managemypayperclick.com

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