PPC Stands for Pay Per Click. It is a form of paid advertising where money is spent only when a user clicks on the ad. When done correctly, it can be an effective form of marketing with a high ROI (Return on Investment). It can help us get a decent amount of traffic at a predictable amount. You can see results almost immediately which is in sharp contrast to SEO (Search Engine Optimisation) which can take months to show results. For setting up any optimized PPC campaign, the primary step is doing keyword research.
Below are 5 ways to do it effectively.
- Defining Goal for the Campaign
A lot has changed since the old days, where Google’s best chance of serving up relevant results was by matching the search term with the keywords present on a page. Google’s AI has advanced beyond just ‘word’ matching. The most important thing to remember is that we are not “buying traffic” or “buying keywords”. Clearly defining a campaign goal is the primary step in starting off with Keyword Research.
- Competitor Research
Before we dive head first with our keyword research, it is essential to keep a look out for what our competitors are doing. We can use tools like Spyfu, which can give us an insight as regards to the keywords they’re targeting, what is the cpc (cost-per-click) they are paying for, total cost, ad position, and the search terms they’re appearing for. Using this data we can outbid your competitors for the No 1 Spot and reach our target audience. Competitor Research can be a goldmine of data, but we must remember that all strategies are not worth copying.
- Expanding List With Tools
Google Keyword Planner is the go-to tool for most markets out there, but there are other great tools also, which you could use. Always we must think as to what the audience is searching for. Suppose you are an online furniture store. You can insert any keyword – like ‘buy furniture online’ and look for suggestions in the planner. This way we can expand or multiply our existing keyword list.
- Refining Keyword List
It’s important to filter out certain keywords before making your final list. We can upload our list of keywords and check out the search volume and forecasts. The idea is to find high search volume, low competition and low cost keywords as often as possible. That being said some of the most high-value keywords could cost more, but they could give us more conversions or send us potential customers that eventually go on to buy more expensive products or services.
- Grouping Keywords into Tightly Themed Ad Groups
Once we have sorted and filtered out relevant keywords for our campaign, we can input them into relevant ad groups. Ad Groups are nothing but a shared set of closely matched keywords that can help trigger our ads. While writing ad copies we must remember that the ad copies must be relevant to the landing page to increase chances of getting conversions.
PPC Keyword Research, is a crucial cog in the wheel for ad campaigns, so taking the time in getting it right is important. We can benefit from the data in the long term. If you are confused or looking for a helping hand with regards to your PPC Campaigns, we would be more than happy to help. Get in Touch with Us!