Generate keyword phrases using the phrase combiner

I’ve developed a keyword-manipulation tool, the AdTool, which makes it easy to generate thousands of “sneaky” keyword variations from a single keyword. You can add U.S. cities and states before and after all your keywords, you can substitute synonyms with the click of a button, you can add hundreds of misspellings, convert singular to plural and vice versa, add .com to the end of your keyword, and add quotes and brackets automatically (if you’re as bad a typist as I am, this one feature will save you hours). Let’s say you’ve brainstormed 1000 keywords that all contain the word mortgage. Now you discover that 5% of searchers spell mortgage without a “t” as morgage. The AdTool will let you replace mortgage with morgage in all 1000 keywords and add those new 1000 keywords to your campaigns. 

   

You can also use it to generate hundreds of keyword phrases using the phrase combiner. For example, someone who sells collegiate team clothing might sell 20 different items (hats, jerseys, sweatshirts, and so on) related to 12 different sports (baseball, basketball, lacrosse, and so on) for 150 colleges and universities (Duke, UNC, Princeton, and so on) 20 × 12 × 150 = 36,000 keywords. I’ve included four colleges, five sports, and five items. The AdTool instantly generated 209 variations, including two-word phrases like Duke hat and Princeton sweatshirt.

The big reason to separate similar keywords into ad groups to show an ad that scratches the itch is supported by other reasons: 

- Google bolds keywords in the search results: Type any word or phrase into Google and look at the results page. Every keyword you typed (except for a, an, the, for, and suchlike) appears in bold in every listing, whether sponsored or organic. Bold text catches the searcher’s eye. 

- Talk to your prospects in their language: If your prospect is searching for foods that prevent gout and you put that exact phrase in the headline, you’ve scored an empathy point. The way they search is the way they talk to themselves. Tap into their lingo and you demonstrate understanding. 

- Improve your ads by split testing: If you don’t segment your market, you’re missing key split test data. Maybe you have two ads running neck and neck, with a CTR of 1.4. In actuality, Ad #1 has a CTR of 3.6 with people who typed tiger woods putter and only 0.03 with people who typed golf shoes. 

- Show visitors the right landing page: The golfer searching for lefthanded titanium drivers doesn’t want to land on your home page and have to play hide-and-seek with your site navigation. Google has made us impatient and lazy your visitors will go back to Google before trying to make their way through a confusing site. With a tight ad group, you can send all the traffic to a perfectly matched landing page either for a selection of left-handed titanium drivers, or the best-selling men’s and women’s drivers, or an article on how to choose a left-handed titanium driver. The easier you make it for your visitors, the more likely they are to follow your lead. 

- Easy campaign management: Managing different ad groups is easier than handling one larger group. If your AdWords campaign consists of 1000 keywords, all in one ad group, you’ll have a miserable time trying to manage that campaign. You’ll have trouble comparing keyword performance because you’ll have too much data to look at. You may end up spending time inputting keywords you already have but can’t find.