The Case for Misspellings


Posted by Danielle Gantos, Account Manager (Paid Search)

Creating misspelled versions of high-volume keywords already running in a paid search program is an effective way of reaching consumers more efficiently.  Because there is less competition on misspellings, the CPCs for these keywords are lower than the CPCs of correctly spelled versions.  CTR is also higher with misspelled keywords, likely because there are fewer ads showing for the misspelling and it costs less to realize top positions.  We have seen 40+% decreases in CPC and 100+% increases in CTR on Google when comparing misspelled keywords to their properly-spelled versions.

 

Misspellings Best Practices

 

Misspelled keyword lists can be developed by mining search query reports from Google for terms that are broad matching to keywords already existing in a program.  Misspelled keywords should include common misspellings, as well as misspellings that incorporate keystroke mistakes.  For example, the

term jacket should produce a misspellings list including jaket, jackeg, jakcet, jackeyt, jaacket, jscket.  Separate ad groups should be created for these keywords so that ad copy can be targeted for the entire group.  Avoid using any dynamic keyword insertion so that ad copy doesn’t have misspelled words.

Note: On Yahoo!, some misspellings might be considered duplicate versions of existing, correctly spelled keywords due to canonical errors.  Only Yahoo! will know which are canonical errors, so send your list of misspellings to your Yahoo! representative for de-duplication before launching.


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