...mortgage as the base keyword.

Mortgage is a very competitive keyword on the Net simply because thecommissions are so high. So how do you break into the market withoutpaying over the odds?

Create your first list and think of different ways your prospect couldinterpret mortgage e.g. buy house, bad credit mortgage, best loan,house purchase finance, no status loan, home finance, etc. This reallyis only slightly removed from the base keyword, you should digdeeper s...

...till.

Next try expanding into types of mortgage – flexible, interest only etc.take these and mix them up with your first list, as you do this you’ll findavenues of keyword groups present themselves from single keywordse.g. interest only house loan, flexible home finance etc.

You could create an Ad group focused entirely on mortgage companynames take that further still and add a .com to the name or a co.uk oryour own country extension e.g. www.somemortgagecompany.com.auIt doesn’t matter if this domain doesn’t exist, people type things like thisinto a search engine so it’s possible you can pick up low cost trafficwith these keywords.

Avoid the general keywords and dig a little deeper to expand onrelated terms or, here’s a good one, rephrase those terms e.g. turncheap mortgage around and use mortgage cheap too. Put yourselfin your prospects shoes. What would they search for? How would theytype it into Google? People don't always type a search phrase in alogical order.

For some quick avenues to explore check out these keyword goldmines –

Plurals, domain names, serial numbers, product numbers, spelling errors,no spaces between the phrase words e.g. buywidget. Add .com or.net or .info etc, company names, company domain names,domain names and variations e.g. mydomain.com www.mydomain etc.Add superlatives e.g. best, cheap, cheapest, best buy. Competition sitenames, foreign words, US or UK spelling, product names, typo’s,hyphens instead of spaces.

Be sure to separate out all these keywords in to different lists. Youshould be setting up different Ad groups for each. It's important to notjust drop them all into one campaign together. Instead place all thetypos in one Ad group all the plurals in another and so on. This willmake for easietr targeting of your ad writing depending on yourAd groups keywords. Plus tracking results will be simpler.

Another great source for keywords are your site Log files trhey'll tellyou exactly what keyphrase has been used to find your site by a visitor.

Search for your main keywords on the search engines and see whatrelated terms pop up. Check the meta tags on your competitors site.Check the copy on your competitors site.

Do you see were this is going. I trust that gives you an idea of the power ofgoing deep and wide on your keyword list building. Remember this isthe first building block on which to lay down your PPC management.

About the Author

Darren Yates is the creator of PPC Accelerator the shortcut to findinghighly searched keywords and editing, formating and managing themin one place fast. Software developed on the back of 3 years of experienceon using Adwords. Watch the video demonstration - http://www.ppcaccelerator.com.

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