| There are times when a place is linked to a business. | | | | you add to your list that don't have any demarcations |
| Let's say that you owned a casino, You may find that | | | | with them. Like these:used cars |
| you can get more less expensive traffic bidding on | | | | Japanese used carsused cars for sale |
| "Niagara Falls" than just bidding on "Casino." | | | | Be careful! By not providing a list of negative |
| For local businesses, take whatever keywords apply | | | | keywords associated with "used cars" you will end up |
| to your business and then add your state and as | | | | with your ad showing on these searches:used |
| many close-by cities as possible. For example, a | | | | carsgerman used carsused cars clevelandused police |
| Cincinnati IT firm might use this list, which includes | | | | cars |
| suburb names and deliberate misspellings of | | | | Your ad might even come up when someone |
| "Cincinnati": | | | | searches this cockeyed phrase:cars used in filming |
| Ohio computer consultant | | | | dukes of hazzard |
| Cincinnati computer consultant | | | | Phrase Matches |
| Cincinati computer consultant | | | | These keywords are placed with quotes around them. |
| Cincinatti computer consultant | | | | For example: |
| Tri-state computer consultant | | | | "used cars" |
| Tri state computer consultant | | | | "Japanese used cars" |
| Eaton computer consultant | | | | "used cars for sale" |
| Jamestown computer consultant | | | | The quotes will have your ads show up in searches |
| Miamisburg computer consultant | | | | that include these search terms in the order given, no |
| Sidney computer consultant | | | | other words inserted, like the words that follow:used |
| Troy computer consultant | | | | carsold Japanese used carsused cars for sale |
| Milford computer consultant | | | | chicago |
| Loveland computer consultant | | | | But for this search your ad won't be shown:used police |
| Use a mapping site to compile a list of nearby cities | | | | cars |
| and paste that into an Excel spread-sheet. Using term | | | | Exact Matches |
| like 'computer consultant', 'IT company', 'IT consultant' | | | | Square brackets are used around these keywords. |
| you can mix and match it with the cities and towns for | | | | Like this: |
| a great addition to your keyword list. | | | | [used cars] |
| With a lot of keywords you have the keys to | | | | [Japanese used cars] |
| untapped markets, lower bid prices, higher CTR, and | | | | [used cars for sale] |
| success as a PPC manager. Effort put forth here will | | | | If you use exact match keywords then only those |
| pay you back many times over. | | | | who search for your phrase exactly, will be shown |
| There's a way you can multiply your keyword list | | | | your ad. These search phrases will not be shown your |
| threefold and at the same time bid on terms that your | | | | ad:used cars chicagogerman used carsold japanese |
| competitors are overlooking. | | | | used carsused cars for sale chicagoused police cars |
| Quotes and brackets hide more surprises than you'd | | | | With negative words included in your keyword, your |
| realize. Stephen Juth's tool AdWord Acceleration ( | | | | page impression number will be fewer because your |
| helps you identify which of these variations will cost | | | | ads will show in a lesser number of searches. That will |
| you less money and where there's less competition to | | | | result in an automatic raising of your click-through-rate. |
| fight through. | | | | This is the greatest part though: by lowering your page |
| Now as you're slogging through the sometimes tedious | | | | impressions by 20 percent, your click-through-rate |
| job of trying to come up with an exhaustive list of | | | | actually is raised by 25 percent, not the expected 20 |
| keywords, you may overlook a singular here or a plural | | | | percent. Now check this out: |
| there or forget a synonym or two that are closely | | | | If you cut unwanted impressions by 30 percent, your |
| related to one of your niche phrases. | | | | CTR will increase by 42 percent. |
| There is an additional feature that Google provides | | | | If you cut unwanted impressions by 40 percent, your |
| that can help you with that difficulty, Expanded Phrase | | | | CTR will improve by 67 percent. |
| Matching adds singulars, plurals, similar phrases, and | | | | If you cut unwanted impressions by 50 percent, your |
| relevant synonyms where they may be lacking in your | | | | CTR will double. |
| keyword list. | | | | The use of negative keywords can really give your |
| You'll need to be careful here, however. This service | | | | broad/phrase matching keywords a boost, but they |
| will work for broad-matched keywords in your list, but | | | | won't change anything for your exact match |
| it won't work for phrase matches or exact matches. | | | | keywords. By managing your pay-per-click well, the |
| Broad-Matched Keywords | | | | use of negatives can make a big difference. |
| The keywords described by this phrase are the ones | | | | |