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Ppc Management Starts With A Great Keyword List
By Darren Yates, Sat Dec 10th
Your keyword lists are the root of a good PPC campaign. Youshould properly research and source quality keywords. Create agood long list. Go deep and go wide, by this I mean investigateevery avenue and every avenue off every avenue etc. Here's a quick example of how to expand your lists byinvestigating related avenues. In this example I'll use mortgageas the base keyword. Mortgage is a very competitive keyword on the Net simply becausethe commissions are so high. So how do you break into the marketwithout paying over the odds?
Create your first list and think of different ways your prospectcould interpret e.g. buy house, bad credit mortgage,best loan, house purchase finance, no status loan, home finance,etc. This really is only slightly removed from the base keyword,you should dig deeper still. Next try expanding into types of – flexible, interestonly etc. take these and mix them up with your first list, asyou do this you’ll find avenues of keyword groups presentthemselves from single keywords e.g. interest only house loan,flexible home finance etc. You could create an Ad group focused entirely on mortgagecompany names take that further still and add a .com to the nameor a co.uk or your own country extension e.g.www.somemortgagecompany.com.au It doesn’t matter if this domaindoesn’t exist, people type things like this into a search engineso it’s possible you can pick up low cost traffic with thesekeywords. Avoid the general keywords and dig a little deeper to expand onrelated terms or, here’s a good one, rephrase those terms e.g.turn cheap around and use cheap too. Putyourself in your prospects shoes. What would they search for?How would they type it into Google? People don't always type asearch phrase
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in a logical order. For some quick avenues to explore check out these keywordgoldmines – Plurals, domain names, serial numbers, product numbers, spellingerrors, no spaces between the phrase words e.g. buywidget. Add.com or .net or .info etc, company names, company domain names,domain names and variations e.g. mydomain.com www.mydomain etc.Add superlatives e.g. best, cheap, cheapest, best buy.Competition site names, foreign words, US or UK spelling,product names, typo’s, hyphens instead of spaces. Be sure to separate out all these keywords in to differentlists. You should be setting up different Ad groups for each.It's important to not just drop them all into one campaigntogether. Instead place all the typos in one Ad group all theplurals in another and so on. This will make for easietrtargeting of your ad writing depending on your Ad groupskeywords. Plus tracking results will be simpler. Another great source for keywords are your site Log filestrhey'll tell you exactly what keyphrase has been used to findyour site by a visitor. Search for your main keywords on the search engines and see whatrelated terms pop up. Check the meta tags on your competitorssite. Check the copy on your competitors site. Do you see were this is going. I trust that gives you an idea ofthe power of going deep and wide on your keyword list building.Remember this is the first building block on which to lay downyour PPC management.
About the author:Darren Yates is the creator of PPC Accelerator a softwareshortcut to finding highly searched keywords and editing,formating and managing them in one place fast. Watch the videodemonstration - www.ppcaccelerator.com This article comes with reprint rights. You are free to reprintand distribute it. All that we ask is that you do not make anychanges and that the link above is intact.
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