magic1host.com/blog

There are times when a place is linked to a business. Let’s say that you owned a casino, You may find that you can get more less expensive traffic bidding on “Niagara Falls” than just bidding on “Casino.”

If you have a local business, use the keywords that apply to your company and combine that with your state and many of the cities near by. Say you are a Cincinnati IT firm then you could use this list, making sure to include suburb names and purposeful incorrect spellings 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.

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.

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”

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

Your ad won’t show for this search, however:

used police cars

Exact Matches

Square brackets are used around these keywords. Like this:

[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 use of negative keywords can really give your broad/phrase matching keywords a boost, but they won’t change anything for your exact match keywords. By managing your pay-per-click well, the use of negatives can make a big difference.