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Wordtracker and Overture along side AdWord Accelerator are familiar tools for PPC managers. They are useful for sifting out the keyword and bid price competition and help highlight the best performing ads. However you might benefit from using others that have uncommon features that make them desirable tools. They are Adword Analyzer (http://www.adwordanalyzer.com/) and Keywords Analyzer (www.KeywordsAnalyzer.com)

If I were to look in your toolbox out in your garage, most likely I would find both a flat head and a Philips head screwdriver. This is like your keyword tools. The same way you need more than one kind of screwdriver you need more than one keyword tool. Individually they have their strong points but together they represent an entire set of tools, not just two screwdrivers.

And there's more to learn still. The first list of keywords you come up with, even if it's a long one, will be incomplete. AltaVista once reported that 20 percent of all its searches were totally unique in the history of AltaVista. You never know what people are going to hunt for. So here are some fresh ideas for successful PPC management:

Be sure to have plenty of synonyms and relevant subjects in your hoard of keywords to be certain that you are connecting with those who are looking for what you have.

Though you will have to deal with copyright headaches, you can attempt to bid on brand names. Google has dealt with many legal issues just for allowing AdWords users to bid on brand names. Even still, company names, periodicals, associations, well- known people, and well-known places may just be relevant to your advertised goods. Two examples are "Buddy Rich" for "drums" and "Jeremy Jones", the well-known pool player, for "billiards".

News Flash! Take advantage of misspelled keywords. Many advertisers don't bid on them so the bid price is lower and the CTR is often higher. On a Lord of the Rings promo, the incorrect spelling of "Tolkien" was double the CTR of the correct spelling.

An impressive website that is handy for pay-per-click advertisers is LexFN.com. In essence it is a massive thesaurus that utilizes the internet to compile synonyms and relevant concepts into a comprehensive list. What an entertaining site to fiddle with! Just bidding on the conventional word not on variations you will miss out. Utilizing "expanded phrase matching" feature Google offers can help, but it is better to use the exact words people type in and it will almost always cost you less. Example: WalMart, Wal-Mart, Wal Mart.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ppc management, he's the man!

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