Posted on February 13th, 2009 in
PPC Advertising
by George Kristopher
You probably know Overture and Wordtracker as well as AdWord Accelerator which a great tool in PPC manPPC MANAGEMENT – SOME NEW IDEASagement for sorting out the real competition among keywords and bid prices and singling out the best-performing ads. But there are others that give you a different emphasis and have features of their own that make them unique and very much worth having. AdWord Analyzer is one (www.AdWordAnalyzer.com). Keywords Analyzer is another (www.KeywordsAnalyzer.com).
In your toolbox out in the garage you need a Philips and a flathead screwdriver, not just one or the other. The same is true of these major keyword tools. Each one has its use, and owning more is like having a bigger toolbox.
There is so much more still to learn. The first list of keywords, no matter how long of a list it, will not be complete. There was once a report in AltaVista that 20 percent of its searches were completely unique in all of AltaVista’s history. It is impossible to know everything that people search for. So here are a few invigorating new ideas for successful PPC management:
You need to use lots of synonyms and subjects that are relavant in your list of keywords so that you will be sure to reach your targeted audience.
Try bidding on brand names, though you’ll have to work through the copyright issues yourself. Google has had a score of its own legal headaches as a result of allowing AdWords users to bid on trademarked names. Nevertheless, names of companies, magazines, associations, famous people, and famous places may all relate to your product. For example, for “billiards” you might bid on the name of famous pool player Jeremy Jones. For drums you might bid on “Buddy Rich.”
Misspellings are a big opportunity, because so many advertisers don’t bid on them, and the clickthrough rate is often higher. For a Lord of the Rings promotion, “Tolkein” (misspelled) got twice the CTR of “Tolkien” (spelled correctly).
LexFN.com is a web site that is very useful and interesting for PPC management. It’s an elaborate thesaurus that uses web technology to find a scores of synonyms and related concepts. This can be a very fun site to play with! If you just bid on the obvious generic version of a keyword like WalMart and you don’t bother with other variations like Wal-Mart and Wal Mart, Google’s “expanded phrase matching” feature will attempt to match this for you, and usually succeed. However, those clicks will almost always cost you more money than bidding on the exact keyword. It’s better to bid on the exact variations, the same way people type them in.
About the Author:
George Kristopher, a respected expert in
Adwords Management, manages thousands of dollars worth of PPC advertising for multiple different businesses. Claim A Free Video on “The 4 Dirty Little Secrets Most PPC Management Companies Don’t Want You To Know” at George’s
PPC Management site
Tags: PPC Advertising
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