Keyword research is the foundation of any effective PPC campaign. It sets out which keywords to bid on and which are most likely to generate conversions or clicks.
It’s important to leverage the numerous tools at your disposal, understand your clients, and forecast the phrases they’ll type into the search box. That’s the greatest way to ensure that your advertising appears at the right time and place: when people are looking for the items or services you provide. The way you conduct keyword research for PPC campaigns will determine your success.
Do you think a bunch of random keywords could work and bring clicks if you start your PPC campaign?
People will notice your advertisements if you choose inappropriate keywords in your Pay – per – click, but you will not get the required clicks. You can only expect your strategy to succeed if your intended audience knows it.
Instead, to get your advertising in front of the proper eyeballs, you must establish a strong foundation for your campaign using well-researched keywords. This guide will show you the fundamentals of PPC advertising, how to conduct keyword research for PPC campaigns, and how to adjust your expenditure as you go.
What exactly is keyword research?
Keyword research is a way of determining the words viewers use to seek information on a certain topic and how frequently such keywords are being used in major search engines like Google and Bing. Keyword hunting is the most effective technique to discover new, relevant terms for your paid and organic search marketing initiatives.
The Keyword hunting may be done using various keyword suggestion tools, which we’ll go over in more detail below. Still, the key aim is to identify the proper search phrases with the purpose that matches your company’s content and products, as well as acceptable search traffic.
How to Conduct Keyword Research for PPC
1. Determine your PPC advertising objectives.
First and foremost, determine your PPC keyword strategy goals before researching a single keyword. Perhaps you already have them. However, if you don’t, consider the following:
Conversion objectives: What action do you want users to perform along the conversion funnel?
Metric objectives: How many clicks or leads do you need to get in a certain amount of time?
These objectives assist you to analyzing your visitors’ search intent—the reason they clicked on your ad initially in the first place. When your keywords, goals, and visitors’ objectives are all in sync, everyone benefits.
2. Use keyword research tools.
You only need to guess once you find the appropriate keywords. There are several tools to help you out in conducting keyword research for PPC campaigns. These tools (both free and commercial) help to create your keyword list.
Keyword research tools will disclose that your keyword is useless. On the opposite end of the spectrum, your keywords may be too broader, resulting in significant search traffic or competition. You would want to avoid contending with a worldwide cookie firm if you were a tiny, local bakery.
Consider utilizing the Google keyword tool and keyword planner tool to check each keyword. The Google keyword planner tool can also recommend other keywords you may have overlooked in your first list.
Wordstream keyword tool is another excellent tool that gives keyword search volume. Keyword search volume tells how many times a certain keyword is used.
3. Examine keyword metrics
Let’s examine two essential keyword metrics while we’re on the subject of bidding prices and competition.
Even though they are related to your ad theme, not all keywords are designed the same. To determine their effectiveness, examine their monthly search traffic and cost per click (CPC). Let’s split these ideas down:
Monthly volume: The frequency of keyword searches that occur in a given month. High-volume keywords boost the visibility of your adverts, but they also increase the rivalry.
The cost-per-click (CPC) statistic in digital advertising quantifies how much payment is made for every click in a pay-per-click (PPC) promotional campaign. Paid advertising are a big growth engine for many internet companies, so tracking cost-per-click and maintaining a good ROI is critical. Keywords with a higher CPC frequently perform well, but they will cost you more.
4. Check your list with Google Search.
Once you’ve compiled a decent list of keywords, you’ll want to get a sense of the results you could get for certain phrases to ensure they’re a suitable fit. Try opening an incognito window and looking for some of your chosen keywords as though you were a new customer.
Consider what other advertisements on the website are selling to determine whether the keyword is genuinely related to what your company will be advertising. This helps you to understand the customer’s point of view. This allows you to optimize your ad content or landing page based on what similar advertisements are doing.
5. Using your data to target
Now that you’ve identified your keywords, it’s important to understand how to target them toward the most relevant queries. As discussed in a previous Unbounce PPC tutorial, Google AdWords (now known as Google Ads) includes three keyword match settings:
Broad match: This is the standard screening option, and it targets advertising your specific term and any words similar to it.
Phrase match: A tighter targeting method than broad match, word match matches terms in the manner you choose. For example, “eat hot dog” might return to “how to eat a hot dog,” but not “what to eat with hot dogs” or the terrifying “what if hot dogs ate us.”
Exact match: It does exactly what it says on the package. An exact match term will only target queries that are the same as it.
6. Create ad groupings based on purpose.
Your keyword research for PPC campaigns should continue with various keywords to pursue. You must arrange those keywords smartly into ad groups, which are collections of similar keywords and the advertising that will reach them. Let’s imagine you want to utilize PPC to market your latest suitcase.
You establish an ad group by compiling a list of ten keywords to attract folks eager to buy new luggage. Each of those advertisements may be tailored to your keyword list. Your advertising and keywords are organized depending on search intent.
Conclusion:
Keyword research for PPC campaigns could be the most crucial component of your search ad campaign, so take the time to do it right. Even though the study method is multi-step, you may great many ad groups at one session and benefit from the data in the long run.