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Tips For Managing PPCs

By: Kirt Christensen...

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."



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



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.



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.



Quotes and brackets hide more surprises than you'd realize. Stephen Juth's tool AdWord Acceleration (www.AdWordAcceleration.com) helps you identify which of these variations will cost you less money and where there's less competition to fight through.



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.



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



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



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



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 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]



If you use exact match keywords then only those who search for your phrase exactly, will be shown your ad. These search phrases will not be shown 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.

Article Source: Free Content Articles Directory

Kirt Christensen's high-energy 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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