You are probably already familiar with Wordtracker and Overture and AdWord Accelerator. These are great tools in PPC management for sorting keyword competition and bid prices. They are even helpful in singling out the best-performing ads. However, there are other tools, with their own unique features, that give you a different emphasis. AdWord Analyzer (www.AdWordAnalyzer.com) and Keywords Analyzer (www.KeywordsAnalyzer.com) are two such tools.

I’m sure 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.

There is so much more still to learn. The first list of keywords, no matter how long of a list it, will not be complete. There was once a report in AltaVista that 20 percent of its searches were completely unique in all of AltaVista’s history. It is impossible to know everything that people search for. So here are a few invigorating new ideas for successful PPC management:

You’ll want lots of synonyms and related subjects in your stockpile of keywords so that you can be sure you’re reaching people who are looking for what you’ve got.

You may want to try bidding on brand names, although you will have to work through the copyright issues yourself. Google has had its own share of legal headaches from allowing AdWords users to bid on trademarked names. But, the names of certain magazines, companies, famous people or places, and certain associations may all relate to your product. For example, for “drums” you might bid on “Phil Collins”, or for “golf balls” you might bid on “Arnold Palmer”.

Take full advantage of Misspellings. They are a big opportunity, because so many advertisers will not bid on them, even though the click through rate is sometimes higher. A good example of this is the promotion of the movie,”Lord of the Rings”. The word “Tolkein” which is actually misspelled, got twice the CTR (click through rate) of “Tolkien” which is the actual correct spelling.

LexFN.com is a web site that is very useful and interesting for PPC management. It’s an elaborate thesaurus that uses web technology to find a scores of synonyms and related concepts. This can be a very fun site to play with! If you just bid on the obvious generic version of a keyword like WalMart and you don’t bother with other variations like Wal-Mart and Wal Mart, Google’s “expanded phrase matching” feature will attempt to match this for you, and usually succeed. However, those clicks will almost always cost you more money than bidding on the exact keyword. It’s better to bid on the exact variations, the same way people type them in.