Choosing the right keywords for PPC: A step by step guide

As you dive deeper into the world of digital marketing, you’ll find yourself encountering a myriad of strategies and tools designed to elevate your online game. Among these, Pay-Per-Click (PPC) advertising stands out as a critical component. But what exactly is PPC, and why is it so pivotal for your advertising efforts? In essence, PPC is a model of online advertising where you, the advertiser, pay a fee every time one of your ads is clicked. It’s essentially a way of buying visits to your site, rather than attempting to “earn” those visits organically. Let’s break down some of the mechanics and advantages of PPC in the sections below.

Why should I do PPC?

You might wonder why PPC deserves a spot in your marketing strategy, especially if you’re already investing in SEO and other forms of digital marketing. The answer lies in PPC’s unique benefits. PPC advertising allows for immediate results, unlike SEO, which can take months to show effects. This immediacy is particularly useful for new product launches, promotions, or when you’re looking to quickly increase your visibility online.

Moreover, PPC gives you precise control over your advertising budget, audience targeting, and ad placements, providing flexibility that’s harder to achieve through organic channels. Whether you’re a small local business or a multinational corporation, PPC campaigns can be scaled to meet your marketing objectives, ensuring you reach your desired audience efficiently.

The three levers of PPC

When crafting a PPC campaign, it’s essential to focus on three main levers: your ad copy, the keywords, and the landing page. Each element plays a crucial role in the success of your campaign.

• Your Copy: The text and visuals you use in your ad must be compelling and relevant to your target audience. Minor changes in wording can significantly impact the effectiveness of your ad.
• The Keyword: Selecting the right keywords is critical. They need to match the intent of your potential customers to ensure your ad is shown to the right audience.
• The Landing Page: After clicking on your ad, users will land on this page. It’s vital that the content here aligns with both the ad copy and the keywords to provide a seamless and fulfilling user experience.

The alignment of these levers is crucial for maximizing the efficiency of your PPC campaigns and for driving high-quality leads at a lower cost.

How to choose keywords for your PPC campaign

Choosing the right keywords for your PPC campaign is crucial for its success. Your selection directly impacts your ad’s visibility and the quality of traffic you drive to your website. Here’s how to ensure you’re picking the most effective keywords.

Generic terms

Generic terms are broad keywords relevant to your product or services but not specific to your brand. They tend to attract a larger audience but can be highly competitive and expensive in PPC campaigns. When selecting generic terms, aim for those that closely align with the intent of your target audience. By doing so, you’ll increase the likelihood of attracting potential customers who are in the discovery or consideration phase of their buying journey.

Branded terms

Branded terms include keywords that contain your company’s name or specific product names. These terms target users already familiar with your brand, making them more likely to convert. Bidding on your branded terms can help you control the narrative around your brand and ensure competitors don’t outbid you for your own name. Remember, utilizing branded terms efficiently can significantly enhance your PPC campaign’s return on investment (ROI).

Step 1. Explore your search terms

Put yourself in your customers’ shoes. Think about what queries they might enter into search engines when looking for products or services like yours. Use keyword research tools to expand your list and uncover variations of your initial ideas. The goal is to compile a comprehensive list of terms that reflects a wide range of potential customer searches.

Step 2. Compare costs

Keyword costs can vary dramatically in PPC, influenced by factors like competition and search volume. Utilize keyword planning tools to compare the estimated cost per click (CPC) of your potential keywords. Selecting the right mix of terms, balancing between cost and traffic quality, will enable you to optimize your budget for maximum impact.

Step 3. Consider whether to target timely or evergreen keywords

Decide between targeting timely keywords, which can generate short-term traffic around specific events or trends, and evergreen keywords that consistently attract visitors. Your choice should align with your long-term marketing goals and the nature of your products or services.

Step 4. Focus on long-tail keywords

Long-tail keywords are longer, more specific keyword phrases. They may have lower search volumes, but they tend to attract highly targeted traffic, leading to better conversion rates. Incorporating long-tail keywords into your PPC campaign can help you reach a more focused audience at a lower CPC.

Step 5. Aim for high-volume, low-competition

Ideally, your chosen keywords should have a high search volume but low competition. This balance can be challenging to find but is key to maximizing your campaign’s efficiency. High-volume, low-competition keywords can drive substantial traffic to your site without depleting your budget too quickly.

Step 6. Don’t forget negative keywords

Negative keywords prevent your ads from showing on irrelevant searches, saving you money and improving your campaign’s overall performance. Regularly update your negative keyword list to maintain the relevance and efficiency of your PPC ads.

Step 7. Track your spending and measure your ROI

Monitoring your spending and measuring the ROI of your chosen keywords is vital. Make adjustments based on performance data to ensure your PPC campaign remains cost-effective and achieves your desired outcomes. Continuously refining your keyword strategy will lead to sustained success in your PPC efforts.

Improve your website and landing page content

Choosing the right keywords for your PPC campaign is crucial for its success. It’s not just about selecting the most popular terms but finding the right balance between relevance, competition, and cost. By focusing on a mix of generic, branded, and long-tail keywords, you’ll be able to target your audience more effectively. Remember, the goal is to attract visitors who are genuinely interested in what you’re offering.

Regularly tracking your spending and measuring the ROI of your keywords will help you refine your strategy over time. Don’t forget to use negative keywords to filter out irrelevant traffic and keep your campaign as efficient as possible. With the right approach and ongoing optimization, you’ll see a significant improvement in your PPC campaign’s performance. Remember, the key to success lies in constantly adapting to the ever-changing search landscape and user behavior. Keep refining your keyword list and your website and landing page content will resonate more effectively with your target audience.

Also if you would like to have a step-by-step guide on how to perform keyword research on SEM, you can check it here.