Mis-Spellings: The Keywords That Prospects Search But Few Advertisers Bid On
According to Google, 10-20% of all searches start out MIS-SPELLED.
Capturing those searches by bidding on them with Pay-Per-Click is one of the smartest ways to easily and cheaply capture prospects. It gives you the advantage of positioning your AdWords ad in front of potential prospects – before they see any of your competitors’ ads. But few people know the proper use of Typo generator tools.
I’ll tell you my method in a second. Check this out…
There is insane competition for popular home business keywords in Pay-Per-Click. And yet, there is virtually no competition when the same keyword is misspelled.
Advertisers rarely test all mis-spelling variations of each keyword, or they think that their search volume isn’t worth the time to investigate.
For a moment, I’d like you to imagine this: You have 10 mis-spellings of 5 very popular keywords, each getting an average of just 20 searches a day when misspelled – that would make you a cool 1,000 daily impressions.
Better still, consider that since the competition is significantly less, you’d have two new advantages versus bidding on one correctly-spelled and very popular keyword:
- Cheaper average CPC (less dollars per click)
- and More conversions (less clicks per lead)
First of all, they’re in a rush and due to keyboard slips, accidents, and just straight-up ignorance they type their search with a mistake. Google and other searches try to help the searcher by making suggestions for the correct spelling, but they still return results anyway.
Suppose you were your prospect. You search for “home bizness leads” instead of “home business leads”. There’s a single sponsored ad on the right and few search results. Google tells you that you might have made a mistake. Do you a) re-run the search with the correct spelling immediately or b) glance above the fold of results to see if there’s something that matches what you’re looking for?
Alright, let’s suppose you either didn’t like what Google returned for the wrongly spelled search of “home bizness leads” or you decided to fix your mistake and search again. Either way, you are now looking at results for “home business leads”. There are 70 million of them and there are thousands of ads.
Your attention is split between everything on that page, because everything “sorta” matches.
On the other hand, with your first search, with spelling mistake, the only ad you could see was the one ad above the fold. If it matched what you wanted, you would have clicked it rendering all ads and all 70 million listing results for the correct spelling USELESS. Because the subsequent search for the correct spelling would never have happened.
Here’s another reason to bid on mis-spellings and typos. Using the Google Keyword Tool, let’s compare competition stats for both versions of the keyword:
home business leads
Suggested CPC Bid for positions 1-3:$13.03
home bizness leads
Suggested CPC Bid for position 1-3:$0.05
I’m sure you don’t want to spend $13.03 for a click. But suppose you got greedy when you saw that the keyword “home business leads” receives a maximum of 13,000 monthly impressions (about 433 searches a day). Perhaps you bid, i dunno, $10 CPC to scrape the bottom of the first page of results–maybe get seen by a few people. Or perhaps you are a little careful with your bid, so you decide the second page is good enough for you and bid $5 CPC.
Besides the high CPC bid, now your ad is buried in a sea of “relevant” ads. The prospect has choice and instead of just clicking your ad because for its relevance, they’ll compare it and the page it goes to with every other contestant. Your click-thru-rate suffers. Your cost increases. Your conversion rate is reduced. Your quality score drops. Your ad rank drops. Your cost increases some more.
I paint a bleak picture. With competitive keywords, the ACTUAL traffic you get is never equal to the potential traffic available.
The alternative is to bid on the mis-spelled “home bizness leads” for 5 cents and hold the #1 spot above the fold. Whoever searches on this version will have little choice. They are more likely to click your ad merely because it is the only relevant one they can see. They are also more likely to optin because they don’t have anything to press back to. You’ll enjoy a high CTR. An phenomenal opt-in rate. Which result in lower cost per click, lower cost per lead, and high quality score.
This way, you’re in a better position to capture a majority of the potential traffic available. Four more misspellings, will easily get you 1,000 valuable daily impressions instead of the 433 available for the correct spelling.
So now that I’ve presented a small case for adding misspelled versions of popular keywords in your PPC campaign, let’s talk about how to implement this correctly:
- Use a mis-spell or typo generator to get as many variations on your main keyword as possible
- Import your keywords with correctly spelled ads into an AdCenter SEM account
- Bid 10 cents per click
- Run your ads for a full week before making any changes
- Sort your keywords by highest-to-lowest impressions
- Take the top 5 spellings of each seed keyword into your Google AdWords account and tweak them for maximum profit
Go ahead...give it a go!