| Sometimes places are associated with businesses. For | | | | have any delimiters around them. For example:used |
| example, if you had a casino you might get additional | | | | cars |
| cheaper traffic bidding on "Niagara Falls" than merely | | | | Japanese used carsused cars for sale |
| 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 | | | | It may even show your ad for this wonky search:cars |
| "Cincinnati": | | | | used in filming dukes of hazzard |
| Ohio computer consultant | | | | Phrase Matches |
| Cincinnati computer consultant | | | | This term denotes keywords with quotation marks |
| Cincinati computer consultant | | | | around them. Like these: |
| Cincinatti computer consultant | | | | "used cars" |
| Tri-state computer consultant | | | | "Japanese used cars" |
| Tri state computer consultant | | | | "used cars for sale" |
| Eaton computer consultant | | | | The quotes will have your ads show up in searches |
| Jamestown computer consultant | | | | that include these search terms in the order given, no |
| Miamisburg computer consultant | | | | other words inserted, like the words that follow:used |
| Sidney computer consultant | | | | carsold Japanese used carsused cars for sale |
| Troy computer consultant | | | | chicago |
| Milford computer consultant | | | | Your ad won't show for this search, however:used |
| Loveland computer consultant | | | | police cars |
| Go to a map site and paste in a list of cities, then use | | | | Exact Matches |
| an Excel spreadsheet to mix and match those terms. | | | | Square brackets are used around these keywords. |
| Use "computer consultant," "IT company," "IT | | | | Like this: |
| consultant," etc. | | | | [used cars] |
| The passkey to untapped markets is to have loads of | | | | [Japanese used cars] |
| keywords. You will also find lowered bid prices, better | | | | [used cars for sale] |
| CTR, and a successfully managed pay-per-click. The | | | | Using exact match means that only the searchers |
| effort will pay off. | | | | who type in this precise phrase will get to see your ad. |
| There is a secret to multiplying your keyword list by | | | | The following searches will not see your ad:used cars |
| three as well as bidding on keywords overlooked by | | | | chicagogerman used carsold japanese used carsused |
| the competition. | | | | 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 |
| While struggling through the daunting and frequently | | | | impressions by 20 percent, your click-through-rate |
| tiresome task of selecting a comprehensive keyword | | | | actually is raised by 25 percent, not the expected 20 |
| list, you may miss one or two singulars and plurals and | | | | percent. Now check this out: |
| leave out synonyms of your niche phrases. | | | | If you cut unwanted impressions by 30 percent, your |
| An added service that is available from Google to help | | | | CTR will increase by 42 percent. |
| with just such a problem is the Expanded Phrase | | | | If you cut unwanted impressions by 40 percent, your |
| Matching. This service adds singular and plural matches | | | | CTR will improve by 67 percent. |
| for your keywords and offers similar phrases and | | | | If you cut unwanted impressions by 50 percent, your |
| relevant synonyms where there may be a deficit. | | | | CTR will double. |
| Care is warranted here. This feature works for your | | | | Negative keywords won't affect the CTR of |
| broad matched keywords, not for your exact matches | | | | exact-matched keywords, but they will help your CTR |
| and phrase matching on your list of phrases. | | | | on phrase- and broad-matched terms. If your PPC |
| Broad-Matched Keywords | | | | management is done right, there's no way they can't |
| When you insert keywords at the time you're setting | | | | help. |
| up your campaigns, these are the keywords that don't | | | | |