PPC Management Starts with A Great Keyword List

By Darren Yates

Your keyword lists are the root of a good PPC campaign. You should
properly research and source quality keywords. Create a good
long list. Go deep and go wide, by this I mean investigate every avenue
and every avenue off every avenue etc.

Here's a quick example of how to expand your lists by investigating
related avenues. In this example I'll use mortgage as the base keyword.

Mortgage is a very competitive keyword on the Net simply because the
commissions are so high. So how do you break into the market without
paying over the odds?

Create your first list and think of different ways your prospect could
interpret mortgage 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 mortgage – flexible, interest only etc.
take these and mix them up with your first list, as you do this you’ll find
avenues of keyword groups present themselves from single keywords
e.g. interest only house loan, flexible home finance etc.

You could create an Ad group focused entirely on mortgage company
names take that further still and add a .com to the name or a co.uk or
your own country extension e.g. www.somemortgagecompany.com.au
It doesn’t matter if this domain doesn’t exist, people type things like this
into a search engine so it’s possible you can pick up low cost traffic
with these keywords.

Avoid the general keywords and dig a little deeper to expand on
related terms or, here’s a good one, rephrase those terms e.g. turn
cheap mortgage around and use mortgage cheap too. Put yourself
in your prospects shoes. What would they search for? How would they
type it into Google? People don't always type a search phrase in a
logical order.

For some quick avenues to explore check out these keyword goldmines –

Plurals, domain names, serial numbers, product numbers, spelling errors,
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 different lists. You
should be setting up different Ad groups for each. It's important to not
just drop them all into one campaign together. Instead place all the
typos in one Ad group all the plurals in another and so on. This will
make for easietr targeting of your ad writing depending on your
Ad groups keywords. Plus tracking results will be simpler.

Another great source for keywords are your site Log files trhey'll tell
you exactly what keyphrase has been used to find your site by a visitor.

Search for your main keywords on the search engines and see what
related terms pop up. Check the meta tags on your competitors site.
Check the copy on your competitors site.

Do you see were this is going. I trust that gives you an idea of the power of
going deep and wide on your keyword list building. Remember this is
the first building block on which to lay down your PPC management.



About the author:
Darren Yates is the creator of PPC Accelerator the shortcut to finding
highly searched keywords and editing, formating and managing them
in one place fast. Get your ppc mangement of to the best possible start.
Watch the video demonstration - www.ppcaccelerator.com.

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