PPC Keyword Research Guide: How to Find the Right Keywords for Your Paid Search Campaigns

Atarodo
10 min readMar 31, 2023

Are you struggling to find the perfect keywords for your PPC campaigns? No worries you’ve come to the right place ! Keyword research is a crucial step in building a successful paid search campaign. It’s how potential customers will find your ads and ultimately convert into sales. In this comprehensive PPC keyword research guide, we’ll walk you through the best strategies to find keywords that attract high-quality traffic at an affordable cost per click (CPC). Whether you’re a beginner or seasoned marketer, our step-by-step process will help you optimize your campaigns and increase ROI. So buckle up and let’s dive into the world of PPC keyword research!

Overview of PPC Keyword Research

PPC keyword research is the process of finding the right keywords to target for your paid search campaigns. The goal is to find keywords that are relevant to your business and that have a high enough search volume to be worth targeting.

There are a few different ways to do PPC keyword research. One way is to use a tool like Google Keyword Planner. This tool allows you to enter words or phrases that are relevant to your business and then see how many people are searching for those terms each month.

Another way to do PPC keyword research is to use a tool like SEMrush. This tool allows you to see what keywords your competitors are bidding on. This can be helpful in finding new keywords to target, as well as getting an idea of how much competition there is for certain keywords.

Once you have a list of potential keywords, you’ll need to narrow it down by considering a few factors. First, you’ll want to make sure that the keywords are relevant to your business. If they’re not, people who click on your ads may not be interested in what you have to offer.

Second, you’ll want to consider the search volume for each keyword. If a keyword has a high search volume but low relevance, it may not be worth targeting. Third, you’ll want to consider the competition for each keyword. If there’s a lot of competition for a certain keyword, it may be difficult to rank high in the search results.

Benefits of PPC Keyword Research

PPC keyword research can be a time-consuming and difficult process, but it is worth the effort. The benefits of conducting effective PPC keyword research include:

1. Increased traffic: By targeting the right keywords, you can attract more relevant traffic to your website or landing page. This can lead to more conversions and sales.

2. Lower costs: More targeted traffic means you’ll waste less money on clicks that don’t convert. In addition, if you bid on relevant keywords, you’ll likely pay less per click than if you bid on general terms.

3. Better quality scores: Quality Scores are used by Google to determine how relevant and useful your ads are. A high Quality Score can result in lower costs per click and higher ad positions. Keyword research is essential for improving your Quality Scores.

4. More insight into customer behavior: By analyzing the keywords that people use to find your products or services, you can gain valuable insights into your customers’ needs and interests. This information can help you improve your overall marketing strategy.

5. Competitive intelligence: By keeping an eye on what keywords your competitors are bidding on, you can stay one step ahead in the competition for traffic

Necessary Tools for PPC Keyword Research

To start a PPC keyword research campaign, you will need a list of potential keywords to target. To create this list, you can use a variety of tools, including a keyword research tool, Google AdWords Keyword Planner, and competitor analysis.

Once you have your list of keywords, it’s time to start your research. To do this, you’ll want to use a variety of tools to get an idea of how competitive each keyword is and what the search volume is for each keyword.

Some essential tools for this phase of your research include:

- Google AdWords Keyword Planner: This tool allows you to see how often people are searching for specific keywords. It also shows you how much competition there is for each keyword.

- Competitor analysis: This helps you understand what keywords your competitors are targeting and how they are ranking for those keywords. There are a few different ways to do competitor analysis, but one easy way is to use SpyFu.com.

- Keyword research tool: This tool helps you generate more ideas for keywords to target. There are many different options available, but some popular ones include Wordtracker and SERPstat.

How to Start Your PPC Keyword Research

When it comes to PPC keyword research, the first step is to determine your goals. What do you want your paid search campaign to achieve? Once you know your goals, you can begin to brainstorm a list of potential keywords. To get started, think about what terms your customers might use to find your products or services online. Once you have a good list of potential keywords, you can use a variety of tools to further narrow down your options and find the best keywords for your PPC campaign.

There are a number of free and paid keyword research tools available online. Google’s Keyword Planner is a great place to start. This tool allows you to enter in a list of potential keywords and get information on average monthly searches and competition level for each term. This information can help you choose the right keywords for your PPC campaign.

Once you’ve selected your keywords, it’s important to create ads that are relevant and targeted to those keywords. Your ad copy should be clear and concise, and it should include the keyword(s) you’re targeting. Including a call to action in your ad copy can also be helpful in getting people to click through to your website.

Paid search is an important part of any digital marketing strategy, and by taking the time to do proper keyword research, you can ensure that your PPC campaigns are successful in achieving your desired goals.

Understanding Broad, Exact and Phrase Match Types for Your Paid Campaigns

Broad match is the default match type in Google Ads and other paid search platforms. This means that your ad may show when someone searches for a related term, even if that term isn’t included in your keyword list. For example, if you sell women’s shoes and your broad match keyword is “shoes,” your ad may show up when someone searches for “women’s sandals” or “running shoes.”

Exact match is more restrictive than broad match, but can still be a useful tool in your paid search campaigns. With exact match, your ad will only show when someone searches for the exact keyword phrase you have specified. So, using the same example as above, if your exact match keyword is “women’s shoes,” your ad would only show up when someone searches for that exact phrase. Exact match can be a good option when you want to target a specific audience with laser-like precision.

Phrase match falls somewhere in between broad and exact match in terms of its restrictions. With phrase match, your ad will only show when someone includes the specified keyword phrase in their search, but they may also include additional words before or after the phrase. So, using our example from above, if your phrase match keyword is “women’s shoes,” your ad could show up when someone searches for “buy women’s shoes online”

Useful Tips to Find High Quality and Relevant Keywords

1. Know Your Target Customer

Before you can start finding relevant keywords for your PPC campaigns, you need to know who your target customer is. What are their needs and desires? What pain points are they trying to solve? Once you have a good understanding of your target customer, you’ll be able to better identify the keywords that will resonate with them.

2. Use Multiple Keyword Tools

Don’t just rely on one keyword tool to give you all the information you need. Each tool has its own strengths and weaknesses, so it’s important to use a variety of them to get a well-rounded view of the potential keywords for your campaign. Some great tools to use include Google AdWords Keyword Planner, Wordtracker, and SEMrush.

3. Consider Both Broad and Long-Tail Keywords

When doing your keyword research, don’t just focus on finding short, popular keywords. These may be high-traffic words, but they’re also usually very competitive and expensive. Instead, also consider long-tail keywords, which are more specific phrases that are less popular but may be easier (and cheaper) to rank for.

4. Prioritize Relevance Over Traffic Volume

It’s always tempting to go after the big, popular keywords with high traffic volume. But if those keywords aren’t relevant to what you’re selling, then you’re just wasting your money. Make sure to prioritize relevance over traffic volume when choosing keywords

How to Analyze Your Competitors’ Strategies with PPC Keyword Research

In today’s competitive digital landscape, it’s essential for businesses to keep track of their competitors’ strategies. One way to do this is through PPC keyword research. By analyzing your competitors’ PPC campaigns, you can gain valuable insights into their target audience, messaging, and overall approach to advertising.

To begin your analysis, start by identifying your top competitors. Look for businesses that offer similar products or services and are targeting the same audience as you. Next, use a keyword research tool to identify the keywords your competitors are targeting in their PPC campaigns. This will give you a good idea of the types of messaging and offers they are using to attract customers.

Once you have identified your competitors’ keywords, analyze their ad copy and landing pages. Look for patterns in their messaging and offers, and compare them to your own campaigns. Are they using similar headlines or calls to action? Are they offering similar promotions or discounts? This information can help you identify areas where you may need to adjust your own strategies to stay competitive.

It’s also important to keep track of your competitors’ bidding strategies. Are they consistently outbidding you for the same keywords? If so, it may be time to adjust your bids or look for alternative keywords to target.

Overall, analyzing your competitors’ PPC campaigns can provide valuable insights into their strategies and help you stay ahead of the competition. By keeping a close eye on their messaging, offers, and bidding strategies, you can make informed decisions about your own campaigns and stay competitive in your industry.

In order to run a successful PPC campaign, it’s important to not only focus on the keywords you want to target, but also the negative keywords that you want to exclude. Negative keywords are search terms that you don’t want your ads to show up for, as they are irrelevant or may attract clicks from users who aren’t interested in your product or service.

Negative Keywords Are Important

. These are the search terms that you don’t want your ads to show up for. They’re a crucial part of any campaign, they help control costs and keep your ad targeting as relevant as possible.

Negative keywords can be used in both paid and organic search campaigns, as well as in display advertising.

The main reason for including negative keywords is to avoid your ads showing up alongside irrelevant or offensive search queries. For example, a seller of high-end furniture would incorporate terms like “cheap” and “free” into their negative list to prevent their ads from appearing alongside those terms. In addition, you should avoid impressions on terms that sound similar, but are not really related to your business, like “hair dryer,” if you sell home appliances like washers and dryers.

Avoid going overboard! When used improperly, negatives can hurt your account and kill your impression volume. As you set each negative, be sure that, should a searcher use that term, it is highly unlikely that they would convert on your site.

Tips for finding negative keywords for your PPC campaigns:

So, how do you find negative keywords for your PPC campaigns? First, start by analyzing your search term reports to identify any irrelevant or low-performing search terms that are triggering your ads. This will help you identify any keywords that you may want to add as negative keywords.

Next, use keyword research tools to find related keywords that you may want to exclude. For example, if you’re running a campaign for high-end shoes, you may want to exclude keywords like “cheap shoes” or “discount shoes” to avoid attracting users who are looking for a more affordable option.

Also consider the intent behind the search query. For example, if you’re running a campaign for a luxury hotel, you may want to exclude keywords like “cheap hotels” or “budget hotels”, as these users may not be interested in a high-end experience.

It’s also important to constantly monitor and update your negative keyword list as your campaign evolves. As you gather more data and insights, you may find new negative keywords that you want to add or existing ones that you want to remove.

Overall, taking the time to research and implement negative keywords can help improve the performance and efficiency of your PPC campaigns, by ensuring that your ads are only shown to users who are most likely to convert.

Conclusion

Finally, keep going! You’re not going to discover every keyword you should bid on (or exclude) in PPC on the first go, so iterate on keyword research regularly. Ideally, you’ll do a little bit of keyword research (adding new keywords, setting new negatives, or experimenting with new match types) every week. Over time, your account will get stronger and more relevant because of it.

Are you looking to build the perfect keywords for your PPC campaigns ? Let’s help you figure the best strategies to find keywords that attract high-quality traffic at an affordable cost per click (CPC) . Schedule a discovery call with Atarodo.

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Atarodo

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