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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)

In your toolbox out in the garage you need a Philips and a flathead screwdriver, not just one or the other. The same is true of these major keyword tools. Each one has its use, and owning more is like having a bigger toolbox.

Don't stop discovery there. The initial string of keywords you get, long or not, is not complete. At one point AltaVista said that a whopping 20 percent of its total searches were completely unique. There is no knowing what a person will search for, but to help get a little better idea what they might be looking for here are some ideas:

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.

You can try bidding on brand names, though you'll have to work through the copyright issues yourself. Google has had a score of its own legal headaches as a result of allowing AdWords users to bid on trademarked names. Nevertheless, names of companies, magazines, associations, famous people, and famous places may all relate to your product. For example, for "billiards" you might bid on the name of famous pool player Jeremy Jones. For drums you might bid on "Buddy Rich."

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.

LexFN.com is an effective website used to enhance pay-per-click management. It is a complex thesaurus that utilizes internet technology to search out arrays of related ideas and synonyms and compile them into your keyword list. So you aren't just stuck with the common version of a word like WalMart but you will have variants like Wal-Mart and Wal Mart. "Expanded phrase matching" offered by Google will try, and often succeed, to duplicate this for you. Those click will most often cost you more than exact matching just the way folks type it in.