A Few Fresh Ideas For Successful PPC Management
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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).
When you need a screwdriver and you head to your toolbox chances are that you will have both a Philips and a slotted screwdriver. You have uses for both, so you keep both to use as needed. It is the same story for keyword tools. They all have their uses, and having more of them is like owning a complete set of tools.
And there’s more to learn still. The first list of keywords you come up with, even if it’s a long one, will be incomplete. AltaVista once reported that 20 percent of all its searches were totally unique in the history of AltaVista. You never know what people are going to hunt for. So here are some fresh ideas for successful PPC management:
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”
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).
An impressive website that is handy for pay-per-click advertisers is LexFN.com. In essence it is a massive thesaurus that utilizes the internet to compile synonyms and relevant concepts into a comprehensive list. What an entertaining site to fiddle with! Just bidding on the conventional word not on variations you will miss out. Utilizing “expanded phrase matching” feature Google offers can help, but it is better to use the exact words people type in and it will almost always cost you less. Example: WalMart, Wal-Mart, Wal Mart.
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