How To Conduct PPC Keyword Research
June 12, 20236 minute read
- Customer Acquisition
- Digital Marketing
If you’re running a pay-per-click (PPC) advertising campaign, one of the most important elements to consider is your choice of keywords. Finding the right keywords can mean the difference between a successful campaign and a disappointing one. In this article, we’ll take a look at how to conduct effective PPC keyword research and explore the tools and techniques you can use to get the best possible results.
Understanding PPC Keyword Research
Before we dive into the specifics of PPC keyword research, it’s important to understand the basics. So what exactly is PPC keyword research?
PPC keyword research is an essential part of any successful PPC campaign. It involves identifying and selecting the most relevant and targeted keywords that your potential customers are searching for, evaluating their potential performance, and incorporating them into your ad campaigns.
When it comes to PPC advertising, choosing the right keywords can make all the difference. By targeting the right keywords, you can ensure that your ads are seen by the right people, at the right time, and in the right place. This can lead to increased clicks, conversions, and ultimately, a higher return on investment (ROI).
What is Keyword Research?
Keyword research is the process of identifying and analyzing the search terms that people use to find products or services online. By understanding the keywords that your potential customers are using, you can create content and ads that are more likely to appear in search results. This can help you attract more traffic to your website, increase brand awareness, and ultimately drive more sales.
Keyword research involves using various tools and techniques to identify the most relevant and targeted keywords for your business. This can include analyzing search volume, competition, and relevance, as well as looking at user behavior and trends.
Why is Keyword Research Important for PPC Campaigns?
Keyword research is critical for PPC campaigns because it helps you target the right people with your ads. By identifying the specific search terms that your audience is using, you can create more targeted ads that are more likely to be clicked on and convert. This can lead to increased traffic, higher conversion rates, and ultimately, a higher ROI.
Without proper keyword research, your PPC campaigns may not be as effective as they could be. You may end up targeting the wrong keywords, which can result in low click-through rates, poor conversion rates, and wasted ad spend.
In summary, PPC keyword research is an essential part of any successful PPC campaign. By identifying and targeting the right keywords, you can create more effective ads that are more likely to be clicked on and convert. This can lead to increased traffic, higher conversion rates, and ultimately, a higher ROI for your business.
Getting Started with PPC Keyword Research
Now that we’ve established the importance of keyword research for PPC campaigns, let’s take a look at how to actually get started with the process.
By identifying the right keywords and phrases, you can target your ideal audience and increase your chances of achieving your campaign goals. In this guide, we’ll walk you through the steps of getting started with PPC keyword research.
Setting Your PPC Campaign Goals
Before you can begin researching keywords, you need to identify your overall PPC campaign goals. Are you trying to drive more traffic to your website? Increase conversions or sales? Build brand awareness? It’s important to have a clear idea of what you’re trying to achieve, as this will guide your keyword research efforts.
If your goal is to drive more traffic to your website, you’ll want to focus on keywords that are highly relevant to your business and have a high search volume. If you’re looking to increase conversions or sales, you’ll want to target keywords that are more specific and have a higher purchase intent. For building brand awareness, you’ll want to focus on keywords that are related to your brand and industry.
Identifying Your Target Audience
Next, it’s important to have a solid understanding of who your target audience is. This will help you to identify the specific terms and phrases they use when searching for products or services like yours. You can use demographic information, purchasing behavior data, and online analytics tools to build a profile of your ideal customer.
For example, if you’re a clothing retailer targeting young women, you might find that your ideal customer is a college student who is interested in fashion and has a limited budget. By understanding your target audience, you can create more effective ads and choose keywords that are more likely to resonate with them.
Once you have a clear understanding of your target audience, you can begin to brainstorm potential keywords. Think about the terms and phrases they might use when searching for products or services like yours. You can also use keyword research tools to generate a list of relevant keywords.
Remember, it’s important to choose keywords that are highly relevant to your business and have a high search volume. You’ll also want to consider the competition for each keyword, as highly competitive keywords may be more difficult and expensive to target.
By following these steps and conducting thorough PPC keyword research, you can create more effective pay-per-click advertising campaigns and achieve your desired results.
Keyword Research Tools and Techniques
Effective keyword research is an essential part of any successful PPC campaign. It involves identifying the keywords and phrases that your target audience is searching for and incorporating them into your ad strategy. There are numerous tools and techniques available for PPC keyword research. Let’s take a closer look at some of the most effective options.
Google Ads Keyword Planner
The Google Ads Keyword Planner is a free tool that allows you to research and analyze keywords that are relevant to your business. It provides data on estimated search volume, competition, and suggested bid amounts, making it a valuable resource for PPC ad campaigns. With this tool, you can identify the most popular and relevant keywords for your business, and optimize your ad campaigns accordingly.
One of the benefits of using the Keyword Planner is that it provides historical data on keyword performance, allowing you to see how keyword trends have changed over time. This can help you to identify new opportunities and adjust your strategy accordingly.
SEMrush is a popular keyword research tool that provides a comprehensive overview of a website’s organic search performance. It allows you to analyze the keywords your competitors are ranking for, identify gaps in your own keyword strategy, and track keyword performance over time. With SEMrush, you can gain valuable insights into your competitors’ PPC campaigns, including their ad copy and landing pages.
In addition to keyword research, SEMrush also provides a range of other SEO tools, including site audit and backlink analysis. This makes it an all-in-one SEO tool that can help you to improve your website’s overall search performance.
Ahrefs is another powerful keyword research tool that provides detailed data on competitors’ organic and paid search performance. It enables you to identify the keywords your competitors are ranking for, as well as to spot low-hanging fruits and gaps in your keyword strategy. It also provides backlink research and site audit features, making it an all-in-one SEO tool.
Ahrefs is particularly useful for identifying new keyword opportunities. Its “Content Explorer” feature allows you to search for popular content related to your industry, and identify the keywords that are driving traffic to that content. This can help you to identify new keywords to target and create content around.
Long-tail Keyword Research Tools
In addition to the tools mentioned above, it’s also important to explore long-tail keyword research tools. These tools specialize in identifying less competitive, long-tail keywords that are more specific and targeted than broad keywords. This can make them a valuable addition to your overall PPC keyword strategy.
Long-tail keywords are often more specific and less competitive than broad keywords, making them easier to rank for and less expensive to bid on. Long-tail keyword research tools can help you to identify these keywords and incorporate them into your ad campaigns.
Some popular long-tail keyword research tools include Keyword Tool, Ubersuggest, and Answer the Public. These tools can help you to identify the questions and topics that your target audience is searching for, and create content and ad campaigns around those topics.
Analyzing and Selecting Keywords
Once you’ve done your research and identified a list of potential keywords, it’s important to carefully evaluate them before incorporating them into your PPC ads.
Understanding Keyword Metrics
One key element to consider is keyword metrics such as search volume, competition, and estimated cost-per-click (CPC). You want to choose keywords that have a high potential for clicks and conversions while minimizing costs and competition.
Evaluating Keyword Relevance
Another important consideration is the relevance of each keyword to your target audience and your business. You want to choose keywords that align with your overall campaign goals and will resonate with your audience.
Assessing Keyword Competition
Finally, it’s important to be mindful of keyword competition – you don’t want to waste your budget on keywords that are too competitive for your ad campaign. Look for keywords with moderate competition that still provide a solid opportunity for return on investment.
Estimating Keyword Costs and ROI
By understanding the estimated cost-per-click for each keyword, you can estimate the likely costs for your PPC campaign. You should also have a clear idea of your desired return on investment (ROI) for your ad spend. This can help you to make informed decisions when selecting and prioritizing keywords for your ad campaigns.
PPC Keyword Research Done For You!
Effective PPC keyword research is essential for any successful PPC ad campaign. By focusing on understanding your target audience, using the right tools and techniques, and carefully analyzing and selecting keywords, you can maximize your ad spend and achieve your desired business outcomes.
Do you need help with your own PPC Keyword Research? Strikepoint is here to help. Contact us today and one of our Digital Marketing experts will set you up with a free strategy session.