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."

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

Use a mapping site to compile a list of nearby cities and paste that into an Excel spread-sheet. Using term like 'computer consultant', 'IT company', 'IT consultant' you can mix and match it with the cities and towns for a great addition to your keyword list.

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's a way you can multiply your keyword list threefold and at the same time bid on terms that your competitors are overlooking.

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.

Creating a comprehensive list of keywords can be a tiresome labor of love and it may be a temptation to leave out a singular or plural or overlook the synonyms that may be related to one or more of your niche keywords.

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

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

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

Your ad might even come up when someone searches this cockeyed 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"

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 for this search your ad won't be shown:

used police cars

Exact Matches

Place square brackets around your words to make exact matches. Such as:

[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

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.search4allinfo.com

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 ppc outsourcing, he's the man!

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