Think You’ve Exhausted Your PPC Keyword Potential? Think Again!

Pay-per-click managers the world over are in a constant search for the “perfect” keyword list.  You know, the keyword list that covers every possible variation, misnomer and misspelling possible for your PPC campaign.  While I don’t think that list exists (or will ever exist), the point I’m driving at is that most of us are in a constant search to grow, expand and otherwise improve our PPC keyword lists.  If you feel that you’ve exhausted your PPC keyword potential, you need a wake up call.  Search is perpetually evolving, effectively expanding the bank of potential search queries.  So, snap out of your stupor and learn a few strategies to fuel your own search for PPC keywords.

Keyword Research Tools

Find a way to incorporate keyword research (tools) into your PPC management routine.  Your first thought is likely, “But John, I already completed my keyword research 12 months ago when I launched my campaign.”  OK, yes, you completed a round of keyword research.  But that was a year ago!  Keyword research is not a one-time event.  Major tool players like Google, Keyword Discovery and Wordtracker are constantly updating their search volume data and more importantly, incorporating new search queries into their results.  This is especially true with the Google Keyword Tool whose data is derived directly from Google’s search query database.  Make the decision to scrub your keyword lists against a research tool’s updates and you’ll soon find that new keywords just keep popping up.

Keyword Expansion Tools

The human mind is capable of many things, including the ability to extrapolate variations of your targeted keywords.  Differences in capitalization, spelling and even similar or related terms all can be found with a simple brainstorming session.  The problem lies in the fact that this can be a tedious, time consuming process – one that exponentially grows with the size of your PPC campaign.  Because of the difficulty, some of you have likely avoided this tactic or perhaps haven’t fully thought it through.  Thankfully, there are tools available for keyword expansion.  Google AdWords and Microsoft adCenter both have expansion tools readily available for your use.  Many of the more sophisticated PPC software packages also include these tools (i.e. Wordstream, ClickEquations, etc.).  In short, kill 2 birds with one stone: improve efficiency and find new keywords with an expansion tool.

Competitive Research

For the sake of conversation, let’s say that you’ve incorporated routine keyword research and the use of expansion tools into your PPC strategy.  What now?  Is it OK to rest on your laurels?  No.  Hone your skills as a PPC guerilla and do some competitive research.  Check out Compete, QuantCast or SpyFu and review your top competitors’ keyword lists.  I’ve found on more than one occasion that this can push me and my keyword selections to new and exciting territory.  Think of it as inspiration, or a push in a different direction.  Get inspired and motivated by your competitors and head back to your keyword research and expansion tools to flesh out your list.  Rinse and repeat.

Flippin’ Brainstorm

Sounds obvious, right?  Well it should be.  Brainstorming should be a part of your PPC keyword selection process from the beginning (if it isn’t, better late than never I guess).  But just like using research and expansion tools routinely, so should you participate in the keyword brainstorming process.  Much like search engines, our own minds are constantly evolving – and a few weeks or months can provide new perspective on an old product, service or whatever.  Additionally, bring in different people to brainstorm with.  Especially if all of your keywords have been chosen by you and you alone!  Fresh eyes and opinions always have a way of showing us what we missed.  If you don’t have any co-workers to bug, drag in your significant other, friends or family to mull it over.  You and your keyword list will thank you.

I didn’t set out to reinvent the wheel with this post today, but it was my hope that I could snap a few of you out of your “my keyword list is perfect” stupor.  Remember that there is always potential for new keywords as the search engine landscape continues to evolve.  Use your keyword research and expansion tools.  Check on your competitors and last but not least – talk it out and brainstorm.  Yeah keywords!

(image courtesy of SearchEnginePeople.com)