At the centre of Pay Per Click (PPC) marketing sits keyword research. The choice of keywords greatly influences the effectiveness of a PPC Campaign. How effectively you use your words will determine how and when your advertisement appears anytime someone searches for related services or products.
Pulling out the best keyword list for your PPC campaign is an art; it requires skills. Refining and organising the keywords to suit your advertisement is a science; it requires prediction and critical analysis of what your potential customers are likely to think of when searching for your product or services. So how best do you blend these two to make keyword usage a strong pillar for your PPC campaigns? Let’s find out.
Attaining Keyword List
The first step in keyword research for PPC campaigns is brainstorming through a list of words. Before narrowing down to specific keywords, you need to have a list of relevant words that best suit your business niche. To come up with this list, you need to put into consideration some essential tips.
- Be in your customer’s position. You need to figure out the type of words your potential clients might use while searching for your products or services. Try to brainstorm the likely questions that your customers might type into the search box to find your services. This will give you the first batch of keywords.
- Incorporate keywords that are related to your services or products; you do not have to be rigid when opting for keywords. For someone offering mobile repair services, words like electronics, mobile charger, and electrical repairs can aid you get relevant customers.
- Use myriad keyword search tools to help you find other likely keywords that are related to your business niche. Get an insight from the Keyword Suggestion Tool, learn the widely used keywords, and subsequently add them to your list. This will present you with a wide range of words to add to your list.
- Include word synonyms and variations in your list of keywords. Search engines are known to make closer comparisons of related keywords. For instance, a website selling sneakers should incorporate words like running shoes to increase the chances of getting more relevant clicks on their ads.
- Capture broad keywords in your list. If you are selling kid’s short sleeved shirts for instance, the word shirt should boldly appear in your keyword list. A father looking for men’s shirts can find the ad, click it, and decide to buy one for his son.
Never forget to add negative keywords while making your list. These are the words you wouldn’t want your advert to show up for when customers are searching for related brands. Doing this not only ensures that you keep the PPC campaign more relevant but also cuts on campaign costs. For instance, a businessperson dealing in high-end apparels that are targeting affluent customers might want to add words like cheap and affordable to the negative keyword column.
Refining PPC Keywords
With your long list of PPC keywords, you can narrow down to most suitable words that would best fit your business niche. You can use the extensive range of keyword tools available at your disposal to sort out the keywords in order to find out the ones to retain and do away with. Tools like Google Keyword will give you insight on which keywords to drop depending on their popularity. While doing this, concentrate on the search volume. The higher the volume, the more popular that keyword is amongst searchers.
Use the keyword tools to study the competition index of the different kinds of keywords in your list. The best words are those with high volume but low competition rates. These are words mostly used by potential customers seeking related services but are not common in the websites. Tools like Soovle and Uber Suggest can help you further with additional keywords that you might have overlooked while making your list.
Further, refine your keyword list by having a deeper look at the cost of bidding for such words. The high volume keywords are likely to blow up your budget making them less suitable for PPC starters and small enterprises. Drop such keywords from your list and instead add the ones with medium search volume that is not likely to inflate your PPC campaign budget.
Ideally, this is the most suitable point to refine your keywords according to your particular brand. You need to be more specific and drop several generic keywords that do not give deeper insight of your brand.
Optimum Keyword Organisation for PPC Campaigns
At this point, you probably have the most impressive keyword list. All you need to do is sort out the keywords to optimise your PPC campaigns. Organising the keywords to smaller related groups makes it easier for a target audience to interact with your advert. Sort out the keywords according to categories. In
there are four different categories of keywords.
- Generic Terms – these are broader search terms for different product niches and services
- Brand Terms – these are the specific keywords that target your brand. They include your brand name and trademark
- Related Terms – these words do not have direct links to products sold or services offered. However, your customers can use them while searching for your brand.
- Competitor Terms – these are brand names for people in the market who are offering similar services or products
Arranging your keywords according to these major categories will also give you an easier time creating the ideal PPC advert that is more relevant. PPC management involves sorting out these keywords and including each category of keywords in every single ad.
Attaining a broad keyword list, refining and organising them in line with this criterion is the best way to make the keyword strategy work for you in PPC ads. Result oriented PPC management starts with appropriate keyword usage and you will only attain that when you put into consideration these essential strategies.