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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." 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. 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. 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. 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 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 Your ad might even come up when someone searches this cockeyed phrase: 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 These keywords are placed with square brackets around them. For example: [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 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. 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.
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Kirt Christensen's high-energy flair in Pay Per Click Management as he handled more than $612,000 of annual internet advertising for clients, has them praising about him! managemypayperclick.com
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