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Tips For Managing PPCs

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."

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'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.

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.

Be cautious though, the service won't work on phrase matched or exactly matched keywords, only on the broad matched keywords on your list.

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

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

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

But your ad will not appear in this search:

used police cars

Exact Matches

Square brackets are used around these keywords. Like this:

[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.

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.

Article Source: http://www.uberarticles.com/articles

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to pay per click management services, he's the man! Get your own completely unique content version of this article.

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