Friday, February 13, 2009

A Few Fresh Ideas For Successful PPC Management

By George Kristopher

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 ( Keywords Analyzer is another (

I'm sure 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:

Trust me, you'll want lots of synonyms and related subjects in your stockpile of keywords so that you can be sure you're reaching people who are looking for what you've got. Instead of trying to think of all the synonyms yourself, it's probably best to use an online thesaurus instead

You can 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."

Take full advantage of Misspellings. They are a big opportunity, because so many advertisers will not bid on them, even though the click through rate is sometimes higher. A good example of this is the promotion of the movie,"Lord of the Rings". The word "Tolkein" which is actually misspelled, got twice the CTR (click through rate) of "Tolkien" which is the actual correct spelling. 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. - 16651

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