Hints To Help Manage Your PPC
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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
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.
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.
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
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
Your ad may well show up when someone searches using this wacky phrase:
cars used in filming dukes of hazzard
Phrase Matches
This term denotes keywords with quotation marks around them. Like these:
"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]
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.
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.
May 31 2008 | Online Business | No Comments »