Some places are synonymous with certain businesses. Look at this, say you have a casino, you could get added cheap traffic by making a bid for "Niagara Falls" not just a bid 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 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. 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. Now as you're slogging through the sometimes tedious job of trying to come up with an exhaustive list of keywords, you may overlook a singular here or a plural there or forget a synonym or two that are closely related to one 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 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 Caution is also warranted at this point. If you do not use negative keyword phrases on "used cars" you will end up with your ad showing for these search phrases also: 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 This term denotes keywords with quotation marks around them. Like these: "used cars" "Japanese used cars" "used cars for sale" These will make your ad show in searches that include these terms in this order, without extra words inserted, such as the following: 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 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 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.
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Some places are synonymous with certain businesses. Look at this, say you have a casino, you could get added cheap traffic by making a bid for "Niagara Falls" not just a bid on "Casino."
Kirt Christensen's dynamic flair in PPC Management as he handled over $612,000 of yearly internet advertising for clients, has them raving about him! http://managemypayperclick.com
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