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Keyword research is one of two very important steps in PPC advertising. Apart from having a good selection of keywords, you need to have well-matched relevant ads.

There are plenty of tools to help you bid on longer-tail keywords. Popular keyword research tools accept a single seed idea and then show you several derivatives that you might add to your PPC campaigns.

In this article, we’ll discuss a better way to find new keywords and markets that are less obvious, using tools like KWBrowse and Google Wonder Wheel.

This is a little used technique because most advertisers do their keyword research by “going deep”. For example, if you typed keyword:

“mlm training”

A normal keyword research tool will make the following suggestions: (these are from the popular Google Keyword Tool)

mlm training article
mlm training tool
mlm training resource
mlm training materials
mlm training material
mlm training system
best mlm training
in mlm topic training
mlm training ebook

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These suggestions are great if you’re trying to write more targeted ads for your keyword.

Notice, however, that the seed keyphrase is repeated in all of them as a substring. In PPC we call this going deep and such phrases are perfect for expanding an existing working keyword and increasing your CTR.

The lists of suggestions you can obtain is very limited in that they are obvious and highly competitive keywords.

However, there are other ways to search for training, without necessarily typing “mlm training” into the search.

Isn’t it possible that they are looking for a specific training product by name? Or perhaps they’re looking for their favourite network marketing leader instead.

Advertisers wanting these variations have to think of them by themselves before typing them as a seed into the Google Keyword Tool. Since it needs some imagination to think of alternatives like product names and authors, it means there is less competition on much better buying terms.

To get those cheaper cost clicks with little to no competition, we have to come up with unique keywords that include not only the seed keyword idea, but also all the synonyms, related words, and collocations.

Collocation dictionaries exist for the English language. These use large samples of text to find words that appear in close proximity of the main word in question.

Some examples of words that may appear in the same context as “real estate” are: “property”, “agent”, “investment”, “rental property”, “mortgage”, and “bank loan”.

As you can see, from the keyword list above, a deep keyword research tool would not provide all of these alternatives.

Tools such as KWBrowse and Google Wonder Wheel are popular free tools that can give you common collocations found on the web as well as related words and synonyms. In PPC, we call this approach “going wide” because it sweeps all the vocabulary used in a market. Giving you a larger variety of less competitive phrases to go after in your PPC advertising. Lateral keyword tools provide this functionality.

For example, here are some suggestions from Google Wonder Wheel for the keyword “mlm training”:

dani johnson
mlm trainer
mlm recruiting
mlm leads
mlm business
mlm success

KWBrowse would give many of the same suggestions.

What makes lateral keyword tools even more useful is that you can then click on any suggestion to get its collocations.

Suppose you’re creating a new campaign around the term “mlm trainer” chosen from the Wonder Wheel’s suggestions or KWBrowse. Here’re some of the keyword suggestions you’ll see:

tim sales mlm
mlm the truth
jim rohn
john milton
personal coaching

Notice that now you have the names of some gurus in the “mlm trainer” market.

A normal keyword research tool would not have shown you these ideas and others can only guess at them. Now you’ve got a new idea for targeting search strings.

I usually wouldn’t use the list verbatim. Instead, seeing the names of Tim Sales and Jim Rohn would give me the idea to find out who else is training the mlm market. I use Google search, wikipedia, and Amazon for this.

I then choose to expand on “tim sales” and discover the names of some of his products.

So as you can see, using lateral keyword tools like the Google Wonder Wheel in the above example or KWBrowse allows you to access a much wider spectrum of ideas to include in your PPC campaigns and avoid the typical $10+ click costs.

Jim Yaghi, author of ppc domination review is a PPC specialist generating as many as 30,000 leads a month in competitive markets at profit. Learn more about KWBrowse.

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