Keyword Discovery Trick

Let's say that you targeted a specific keyword, but you are not making money on it.

Let's say it's "laptop".

Of course there are MANY things you could do that I'm not going to talk about in this post, like changing advert, position, match type, geolocation, etc

Let's talk about finding ALTERNATE keywords.

You probably know that if you bid on [laptop] (exact match) you'll get searches of people that only search that keyword. So if they search "laptop" they'll see your ad, if they search "cheap laptop" they won't.

Let's assume that you are sure that "laptop" is your niche, but you are losing money.

Maybe you should not target the main keyword, but alternate keywords related to it. What's the best way to discover those keywords? Simply to let Google do it for you.

You could just bid on the keyword "laptop" with broad match, however, you'll still be receiving many clicks for "laptop" that will lose you money.

So what you can do is bid on "laptop" broad match, and then bid on "laptop" exact match as negative.

It'll look like that in the account:
laptop
-[laptop]

Now you'll get clicks related to "laptop", but that are not "laptop".

Of course, you need some web analytics software to track the new keywords you receive.