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).
If you own any tools and have a toolbox, you know that there are certain uses for certain tools. A philips head screw driver and a flat head screw driver are both screw drivers and both important. However, just because they are screw drivers doesn't mean they are used to do they same thing. They both perform separate tasks. The same applies with keyword and adword tools. You need more than one type tool in your 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 may want to try bidding on brand names, although you will have to work through the copyright issues yourself. Google has had its own share of legal headaches from allowing AdWords users to bid on trademarked names. But, the names of certain magazines, companies, famous people or places, and certain associations may all relate to your product. For example, for "drums" you might bid on "Phil Collins", or for "golf balls" you might bid on "Arnold Palmer".
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.
If you own any tools and have a toolbox, you know that there are certain uses for certain tools. A philips head screw driver and a flat head screw driver are both screw drivers and both important. However, just because they are screw drivers doesn't mean they are used to do they same thing. They both perform separate tasks. The same applies with keyword and adword tools. You need more than one type tool in your 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 may want to try bidding on brand names, although you will have to work through the copyright issues yourself. Google has had its own share of legal headaches from allowing AdWords users to bid on trademarked names. But, the names of certain magazines, companies, famous people or places, and certain associations may all relate to your product. For example, for "drums" you might bid on "Phil Collins", or for "golf balls" you might bid on "Arnold Palmer".
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 several thousand dollars worth of PPC advertising for a variety of different businesses. Claim A Free Video on "The 4 Dirty Secrets Most PPC Management Companies Don't Want You To Know" at George's PPC Management site
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