The income you make from advertising does not come from your products or services. Of course, that doesn't mean your product isn't strictly necessary.
However, I believe that the most important factor in the success of a paid advertising campaign is the keywords that you are bidding on. It is keywords that create or interrupt a PPC campaign as this element determines who will and who will not see your ad.
This post has the most effective tips for enhancing a company's paid campaign using high quality PPC keywords.
Why are keywords important for a PPC campaign?
As a marketer or business owner, we need to clarify the importance of keyword research for any online campaign. For small businesses in particular, it is not always wise to invest a large budget bidding on high volume keywords.
By defining the right keywords that are most relevant to your business's offerings and buyer search intent, you can bid to get your ads ranked in customer search results for related keywords.
All of the following steps provide you with a comprehensive guide to PPC keyword research.
Define the search intent for your ads
Before developing any brilliant ideas for your ad keywords, it is important for advertisers to define the search intent of the users for their ads and marketing purposes.
For companies that want to generate conversion through PPC campaigns, the keywords chosen for their ads must imply a high purchase intent. In the meantime, the ads should focus on improving brand visibility and sticking to the terms ecommerce and navigation.
Let's take an example of a banking service ad!
- When a business is looking to target potential customers with less buying intent, top-of-the-funnel keywords are: How do I open a bank account? Or how many types of banking services?
- If a business wants a high ROI from PPC ads, they can target keywords at the bottom of the funnel, such as: E.g. opening a bank account or opening a Visa card online
Over time, however, Google has changed the way it calculates ad rank to better weigh the bids. In other words, Google will serve fewer ads when the customer is looking for information rather than a product or service.
Defining the audience you want to target your ads to and having an explicit marketing purpose from the start is the first step in getting your ads right.
Collect potential keywords
The key to all successful advertising campaigns is getting targeted keywords for your goal. Even the potentially paid ads will fail if they get in front of the right audience.
However, this is easier said than done.
Building a well-functioning keyword list takes a lot of time and sober research. The process of finding valuable keywords just like going through a funnel.
You need to use different tactics with common keywords to clean up the keyword list for the most competitive ones that can improve the effectiveness of your PPC campaigns.
Start brainstorming keywords
To start off with a list of robust keywords for any PPC campaign, you can start by making a long list of potential terms.
To stand out from the competition, your campaigns need more than just high quality keywords. You need an SEO-friendly landing page linked to your ad. This can be done using an SEO-assisted app.
Because of this, your keyword list ideas need to start on the landing pages you want your ads to link to. To have some initial ideas for a fairly comprehensive list of keywords directly related to your product or service, consider:
- Define clear marketing purposes for the ads (the intent of the PPC campaign, what the ad is focused on, who the ad is targeting)
- Scanning the landing page associated with your ads for relevant keywords from the text
They are all raw materials for advertisers to come up with different ideas for keywords that can be used in the ads.
Generate the first ideas that correspond to the following categories:
- Generic Keywords: Refer to the product or service your company is offering (i.e. long dress)
- Related keywords: Don't point directly at your business that your audience might be looking for (i.e. prom, fashion, fall outfit).
- Brand Keywords: Include your brand or company name (i.e. Rosewe.com)
- Competitor keywords: Include the names of your competitors. (i.e. Modilily.com)
Use Excel to list all of the keywords that you can bid on in order to place bids. First, list 15 to 20 keywords that your ad's audience might be putting in the Google search box.
Above is just the starting point of the process. Next, consider checking each keyword using Google and switching from the general or general keywords to the most specific.
That way, you can collect more potential keywords that are actually searched by Google users. Things you need to do:
- Search each of your 15 to 20 keywords on Google
- The drop-down list: Google suggests popular searches for the phrase you enter in the search bar
- People also ask: vendor seekers with related questions
- The "Finding Related to X" section: Scroll to the bottom of the results page to see short sentences about your keywords
With all of these suggestions, select the keywords related to your ad content, then copy and paste them into your current list. After that, you can delete the keywords in your list that are not relevant.
Listen to the target audience
In addition to Google, social media platforms such as Facebook, LinkedIn, Twitter, Reddit or Instagram are another source that you can use to find highly qualified keywords.
Go to pages or groups on these social networks where your target audience is talking to each other and purposely pay attention to the exact words they use on various topics related to your market, product, or service. Use advanced market research tools to simplify your search process.
These high-frequency words are potential keywords for your ads. Only putting yourself in your customers' shoes can you create money making keywords.
Scout your competitors
Once your brainstorming process is complete, it is time to analyze your competitors for valuable information that can add to your list. You should do this before diving into various keyword research tools (which I'll mention later).
A company can learn a lot from its direct competitors about how they run their ads and which keywords they are bidding on the most, who else is bidding on the keywords they want, etc.
The easiest way to check your competitors is to:
- Google your main keywords
- Look at the first three search results
- Click and review the words your competitors have used and determine whether or not to add them to your list
However, this is not enough and should only be used as a double verification tactic. You can get help from dedicated keyword research tools outside of the market.
With this collected data, you can distinguish between terms that are worth your money and terms that can chew your budget with little return.
Add keyword research tools to your list
With a decent list of keywords to bid on to fill the void in your reporting, the next step is to use keyword research tools to define which keywords to keep and which to delete.
Of course, these days, under the influence of advanced technology, there are innumerable options for keyword research. The problem is which one is best for your business.
Some great tools for generating hundreds of keyword suggestions:
- Google Keyword Planner
For competitor keyword analysis, search volume is one of the most important statistics to consider.
You want the keywords that meet all of the following conditions:
- Have a high search volume
- Avoid terms with little or no search volume
- Little competition
The higher search volume keywords cost more money to bid on. For this reason, you should think carefully before making any investment in these types of keywords. In the meantime, there is no guarantee that the vast majority of leads generated from high volume keywords will buy your products.
Trying out a few keywords that aren't too broad and specific to your niche can be a solution. Once your review process is complete, you can keep the potential keywords that are not overly competitive and contain high cost keywords.
With the help of keyword tools, you can trim back certain keywords while discovering more unexpected keyword ideas.
Niche your keywords with specific description
Now, by working through these instructions, you are ready for the next step in optimizing all of the keywords you selected. In this step you can refine your terms and better define your offers with the help of long-tail keywords.
Long-tail keyword targeting is a strategy widely used by marketers for both SEO and PPC as a way of tailoring their content creation efforts. It's valuable for PPC campaigns for several reasons:
- Lower costs and less keyword competition
- Very targeted and relevant for voice searches
They generally have higher conversion rates compared to head and mid-tail terms. Although most companies run their paid campaigns with broad keywords, the long-tail keywords are still a worthwhile investment.
Consider all kinds of modifiers to find these niches:
- Place (city or state)
- Age and gender of the target customers
- Price point (bargain, middle class, luxury)
- The characteristics of products or services
You can start with general keywords and then add detailed product descriptions to them, e.g. B .:
Dress -> Ladies dress -> Ladies long sleeve dress -> Ladies brown long sleeve dress.
Sort and organize your PPC keywords
Your next task is to sort your list into small and targeted keyword groups to optimize PPC campaign performance.
The more focused your ad groups, the easier it is for you to:
- Monitor and measure the effectiveness of each keyword group
- It's more convenient to crop or expand the keywords that match different ad groups
- Create a chain of highly specific and relevant ads
- Increase each ad group's impact on customers belonging to different parts of the sales funnel
Proper keyword grouping and organization will help your marketing process stay organized and target the right customers, thereby lowering your costs.
Well-organized campaigns with higher relevance therefore lead to better quality factors, which at the same time improve the ad ranking and lower the PPC (pay-per-click) rate.
Don't forget about negative keywords
Negative keywords are terms and phrases that you intentionally do not want to use in your ads. With such keywords in your campaign, the mistake is obvious.
Avoiding these keywords will prevent your ads from appearing alongside search queries that are irrelevant, offensive, or inappropriate to user intent.
For example, a luxury hotel chain can never reach wealthy customers with terms like "cheap" and "free".
Some tips for finding negative keywords for your PPC campaigns:
- Always check your search query reports: Before launching the ad, define terms that do not fit your ad purpose as negatives from the attitude
- Define negative match types: The match type you assign to a negative keyword has a huge impact on the traffic that is blocked. Disqualify all queries that contain negative terms
- Look for negative keyword options: The more negatives you set before a campaign goes live, the more money you'll save immediately
While removing negative keywords from your ad is essential, don't go overboard. Using Negative inappropriately can harm your account and affect your ad's impression volume at the same time.
Spend your budget on terms that will actually increase sales!
If you want to succeed in the world of paid advertising, you need to find a way to make your brand stand out from the competition. Optimizing keyword research is just one of the first steps in preparing your ads.
Appropriate keyword research tactics ensure that your paid campaigns are always targeted and relevant to the target audience.