Keyword Research For Ppc

Both SEO (Search Engine Optimization) and PPC (Pay Per Click) require keyword research as part of the preparation stage. While some of the methods are similar, there are major differences when conducting keyword research for PPC when compared to research for SEO purposes. You will typically need to use different tools and certainly need to ascertain different information. A good SEO keyword may not be a good PPC keyword and vice versa; these two marketing styles should be treated separately in every aspect of the campaigns.

Individual Campaigns

Not only should you treat each page of your website as a separate campaign, you will need to differentiate between each keyword or key phrase you use on each page. This helps when it comes to optimization of your campaign because you can concentrate on the profitable keywords and avoid those that lose you money. Every website is different – it targets a separate set of demographics, offers different products, and uses unique content. Therefore, every site will have its own unique PPC campaigns to gain the greatest success and the best possible ROI.

Categories And Top Level Keywords

Before you begin using any software or keyword research tools you will have to do some manual brainstorming. Consider the different categories and top level keywords that are relevant to the page you are looking at. For example, if you sell trainers, then relevant keywords might include shoes, trainers, footwear, sports shoes, and so on. Keyword research tools will only work with the information you enter and so a thorough analysis can only be done with all the possible category connotations.

Locale

The Internet is a global marketplace, but your business may not be. If you only offer your services or products to a local catchment area, or to a specific country, make note of these areas too. By narrowing your keyword possibilities down to a region it is possible to greatly reduce the amount of competition that is vying for advertising positions. This, in turn, will reduce costs and potentially improve profits.

Generic Keywords

You should have an idea of the kind of keyword or phrase that your customers would use when looking for your type of business. Think of as many generic keywords as possible, at this stage. Later in the keyword research process, especially when using the appropriate tool, you will greatly narrow these generic keywords down to much more specific ones. For now, though, keep them general.

Tools And Software

When you have several lists of keywords and phrases, you will ideally need to use keyword research tools. Tools can provide information regarding the number of searches conducted on a monthly basis, while most of the PPC networks provide tools in order to see how competitive and, therefore, costly a keyword proves.

Streamlining Your Keyword List

Now, you need to choose targeted and relevant keywords that are likely to convert into clicks. You also need to ensure that those clicks won’t prove too expensive when compared to the average value a customer spends. Once finished you should be left with a list of your most profitable keywords for your PPC campaign.

Ongoing Campaign Optimization

Like any advertising, PPC needs to be an ongoing process. Bid prices change and so too do customer and market trends, especially search trends. Keep an eye on all of the relevant figures to make sure that your ROI does not drop in any of your individual campaigns, and if any are seriously underperforming then pause or remove them.

Keywords are a vital part to a PPC campaign. Every page of your site will usually require several campaigns, each with separate keywords, in order to get the greatest results. Even once you’ve found the best balance between cost and revenue, it is imperative that you analyze and continually look to improve your PPC results.

Keyword research is a critical component of any PPC (Pay-Per-Click) campaign, as it helps you identify the keywords and phrases that your potential customers are searching for online. Here are some steps to follow for conducting keyword research for PPC:

Brainstorm: Start by brainstorming a list of potential keywords and phrases that you think your target audience might use to search for your product or service. Use your knowledge of your industry, as well as competitor research, to create a list of keywords.

Use keyword research tools: There are many keyword research tools available, such as Google Keyword Planner, SEMrush, Ahrefs, and Moz. These tools can help you identify the search volume and competitiveness of the keywords you've brainstormed. Use these tools to refine your list and identify high-potential keywords.

Look for long-tail keywords: Long-tail keywords are phrases that contain three or more words, and they tend to be more specific and less competitive than shorter keywords. Look for long-tail keywords that are relevant to your business, as they can be an effective way to target specific audiences.

Consider intent: When choosing keywords, consider the intent behind the search. For example, someone searching for "best running shoes" might be in the research phase, while someone searching for "buy Nike running shoes online" is likely ready to make a purchase. Choose keywords that match the intent of your target audience.

Refine your list: Refine your list of keywords based on search volume, competition, and relevance to your business. Choose a mix of high- and low-volume keywords, and consider targeting both broad and specific keywords to reach a variety of potential customers.

By following these steps, you can conduct effective keyword research for your PPC campaign, and identify the keywords that will help you reach your target audience and achieve your marketing goals.