Search Engine Marketing: Invigorate Your Paid Search Efforts With Keyword Expansion

Colborn notes the best technique for expansion is to tie new keywords to other variables that might influence SEM performance. He gives the following examples:

1. Examine existing keyword performance. An existing keyword base is a great place to start expanding, writes Colborn. New keywords can be developed based on high-performing words using a process called keyword stemming in which you choose new keywords or phrases that include keywords you know are performing well already.