People's search habits change all the time, and the job of a PPC Specialist is a constant battle to try and keep up and second guess how people will search next.
Everyone will have their set of core keywords that they will want to bid on. The bonus of managing a Pay Per Click campaign properly is finding all those hidden gems that you've not thought of, but are being typed into Google as we speak! These can be split into two categories.
The first is known as long tail keywords. These are keywords that aren't going to generate millions of clicks to your website; but these are highly targeted keywords that are quite long in length. Because they are less popular they will be a lot cheaper when someone does click on them. These are also going to be very good converting keywords. So even if they don't produce many clicks, don't rule them out!
The other way to get more keywords into your PPC campaign is to use your Broad Match keywords as a kind of research tool.
There is a setting in the AdWords interface that you can use to help mine for other keywords, known as the Search Query tool. If you go to keywords, then keyword details tab and select all, you'll find a list of keywords that the AdWords system will think are similar to the keywords already in the account:
From there you can manually add each keyword to the campaign by simply ticking the box next to the keywords. Or there is a download button which you can put into Excel and then categorise in the normal way:
It will show you which are already in the campaign, and will give you an idea of others you may want to bid on that you wouldn't have necessarily thought of.
This is something that needs to be done fairly often to ensure that you are bidding on all keywords to do with your business. At PaulSearch we can do this for you as part of the process we go through when managing campaigns. Get in touch if you want to know more by email firstname.lastname@example.org or though the contact us form on the website.