A Few Fresh Ideas For Successful PPC Management
You probably know Overture and Wordtracker as well as AdWord Accelerator which a great tool in PPC management 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 no end to learning though. Whether your keyword list is long or short, the first one will most likely be missing something. A major search engine company once reported that out of total searches 20 percent were wholly unique. People search for all kinds of things and use an unlimited variety of words. Therefore here are some out-of-the-ordinary notions for you to consider:
Keep your keyword list filled with synonyms and similar subjects so you know you will be able to let people know that you have what they want.
Make a play for brand names as keywords, though you will most likely have to wade through copyright issues. Because it has allowed AdWords users to bid on trademark names, Google has had plenty of it’s own legal affairs. Anything related to your topic is worth looking into, celebrated people, noted places, company names, publications, group organizations all may be associated with what you are advertising. Such as the name of a celebrated golfer for “golf equipment” or the name of a famous guitar player for “guitars”
Did you know that misspelled words are a great way to get high click through rate without competing with a lot of other advertisers? Why? Because so many advertisers don’t bid on misspelled keywords. For example “Tolkien” (correct spelling) got half the click-through rate of the misspelled “Tolkein” on a “Lord of the Rings” promo.
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 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.
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