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Some places are synonymous with certain businesses. Look at this, say you have a casino, you could get added cheap traffic by making a bid for "Niagara Falls" not just a bid on "Casino."

If you have a local business, use the keywords that apply to your company and combine that with your state and many of the cities near by. Say you are a Cincinnati IT firm then you could use this list, making sure to include suburb names and purposeful incorrect spellings of "Cincinnati":

Ohio computer consultant

Cincinnati computer consultant

Cincinati computer consultant

Cincinatti computer consultant

Tri-state computer consultant

Tri state computer consultant

Eaton computer consultant

Jamestown computer consultant

Miamisburg computer consultant

Sidney computer consultant

Troy computer consultant

Milford computer consultant

Loveland computer consultant

Go to a map site and paste in a list of cities, then use an Excel spreadsheet to mix and match those terms. Use "computer consultant," "IT company," "IT consultant," etc.

Having lots of keywords is the key to untapped markets, low bid prices, higher click through rates, and successful PPC management. Your effort in this will pay dividends.

Would you like to increase your keywords by 3x and also get to bid on keyword terms that your competition has overlooked? Here is how:

To really maximize your base keyword list use brackets and quotes. In his tool AdWords Acceleration (www.AdWordAcceleration.com), Stephen Juth helps identify variations that are less pricey and for which there is less competition.

While struggling through the daunting and frequently tiresome task of selecting a comprehensive keyword list, you may miss one or two singulars and plurals and leave out synonyms of your niche phrases.

There is an additional feature that Google provides that can help you with that difficulty, Expanded Phrase Matching adds singulars, plurals, similar phrases, and relevant synonyms where they may be lacking in your keyword list.

Be cautious though, the service won't work on phrase matched or exactly matched keywords, only on the broad matched keywords on your list.

Broad-Matched Keywords

Keyword phrases that fall under this category are the ones that you use when setting up your campaign that don't have any categorizing marks on them. Such as:

used cars

Japanese used cars

used cars for sale

Be careful! By not providing a list of negative keywords associated with "used cars" you will end up with your ad showing on these searches:

used cars

german used cars

used cars cleveland

used police cars

Your ad might even come up when someone searches this cockeyed phrase:

cars used in filming dukes of hazzard

Phrase Matches

This term denotes keywords with quotation marks around them. Like these:

"used cars"

"Japanese used cars"

"used cars for sale"

Having quotes on your keywords will have your ad showing up when searches are done on these search terms in this order with no other words filled in, as shown in this list:

used cars

old Japanese used cars

used cars for sale chicago

But for this search your ad won't be shown:

used police cars

Exact Matches

These keywords are placed with square brackets around them. For example:

[used cars]

[Japanese used cars]

[used cars for sale]

Using exact match means that only the searchers who type in this precise phrase will get to see your ad. The following searches will not see your ad:

used cars chicago

german used cars

old japanese used cars

used cars for sale chicago

used police cars

Remember that if you include negative keywords in your lists, you'll pull down the number of impressions that your ads get because they'll show for fewer searches, which means that your CTR will automatically go up. But notice the math of this: If you could pull down your number of impressions by 20 percent, your CTR would improve not by 20 percent, but by 25 percent. Likewise:

If you cut unwanted impressions by 30 percent, your CTR will increase by 42 percent.

If you cut unwanted impressions by 40 percent, your CTR will improve by 67 percent.

If you cut unwanted impressions by 50 percent, your CTR will double.

The use of negative keywords can really give your broad/phrase matching keywords a boost, but they won't change anything for your exact match keywords. By managing your pay-per-click well, the use of negatives can make a big difference.