Facing challenges in driving the right traffic to your PPC campaigns? Many brands find it hard to figure out keywords that attract good-quality leads. This step-by-step guide will help you know how to perform PPC keyword research to select the most effective keywords that boost traffic with ROAS. Let’s get started!
Table of Contents
What is PPC Keyword Research?
PPC keyword research involves identifying and analyzing the terms people use when searching for products, services, or information online. It describes how much volume and competition each word has, depending on the tool you use.
The goal is to locate keywords that attract quality traffic to the site or landing page. It can form a relevant audience group by forming keywords for display and video ads, adding the possibility of extending campaigns to users who searched for or did other actions related to the content.
Why PPC Keyword Research Matters?
PPC keyword research turns out to be the backbone of any successful paid ad campaign. Here are the main reasons and how they justify the need for PPC keyword research in your advertising strategy!
1. Ad Relevance & Quality Score
Using the right keywords is essential for effective PPC ads because they help you connect with the right audience. Google rewards relevant ads by giving them a higher Google Ads Quality Score. This Quality Score measures how strong rank and cost-per-click (CPC) would be.
When bidding on a keyword, ads with a higher Quality Score would be prioritized on Google search results. On the contrary, ads that have low Quality Scores might pay a higher amount higher to be shown on searches.
Thus, careful keyword research for PPC can, more often than not, facilitate low CPC, improve ad positions, and higher visibility overall.
2. Increased ROAS
With PPC keyword research, you can ensure a positive return on your PPC return on ad spend (ROAS). ROAS measures how much your ads generate compared to how much you spend running them.
When your ads closely match search queries, you can minimize wasted spending on traffic that isn’t relevant. This allows you to focus your budget on keywords with the highest potential to deliver results.
Ultimately, accurate keyword research helps you use your budget more effectively, attract customers at a lower cost, and improve overall profitability.
3. Seasonal Targeting
Researching keywords is crucial to tapping into seasonal trends effectively. Similar to changes in consumer purchasing behaviors, many keywords see shifts in popularity based on seasons, holidays, or special events.
Thus, ongoing keyword research for PPC helps you focus on the right keywords and allocate your budget more effectively at the right time. This process includes adding seasonal keywords, adjusting bids for highly searched terms, and revising ad content.
To simplify the process, you can use tools like Google Trends to track when keyword searches peak throughout the year.
5 Different Types of Keywords
Keywords come in various forms, each serving a unique purpose in your PPC ad strategy. Let’s explore the five main types of keywords below!
1. Exact Match
Exact match keywords are the most restrictive and precise type. Your ads will only be eligible to show when a user’s search query is an exact match to your keyword with no extra words added before or after and in the same word order.
This match type also covers very close variations, like minor spelling mistakes, plural forms, or slight rearrangements. For instance, if your exact match keyword is “shoes for men”, your ad will show in similar variations such as “shoes men”. However, it won’t appear for searches like “shoes for boys”.
2. Phrase Match
Phrase-match keywords are more flexible than exact matches. Although the search term must include your keyword in the exact order, additional words can be added before or after it.
For example, if your phrase match keyword is “tennis shoes”, your ad might be shown in searches like “shoes for tennis” or “buy tennis shoes”. However, it won’t appear for searches where the word order is altered, like “tennis rackets” or “red running shoes”.
3. Broad Match
When you select Broad Match, your ads may appear for searches that include your keyword, related terms, synonyms, or even misspellings, regardless of the word order. It is the most flexible PPC keyword type.
For instance, if your broad match keyword is “low-carb diet plan”, your ad could show for searches like “low-carb diets” or “low calories recipes”. This broad approach helps you capture a larger audience but may include less precise matches.
4. Negative Keywords
You can use negative keywords to prevent your ads from showing for specific search terms. They act as a filter, ensuring your ads don’t display irrelevant queries.
If you sell mountain bikes, using “bike for kids” as negative keywords will prevent your ads from showing for those types of searches.
5. Branded Keywords
Branded keywords refer to search terms that feature your brand name or its variations. For example, branded keywords might include phrases like “Casio watch”, “Cheap Casio watches”, or “Casio lineage”.
People searching for your brand are typically closer to making a purchase, as they already have your brand in mind. Using branded keywords ensures you capture this valuable traffic and prevents competitors from drawing potential customers away by bidding on your brand name.
>>> Read more: Google Ads Keyword Match Types Explained: A Comprehensive Guide
How to Research PPC Keywords For Your Campaign?
Effective PPC keyword research helps you target the right audience and maximize your ad performance. Here’s how you can identify and analyze the best keywords to fuel your campaigns.
Step #1 Figure Out Your Niche and Industry Sector
Before starting keyword research, it’s essential to understand your niche and the industry you operate in. This foundational knowledge helps you choose the most effective keywords and connect with the right audience. Remember to consider several factors when crafting:
- Products or Services: Are you selling physical products, digital services, or something else? You should clearly outline them.
- Target Audience: Identify your ideal customers by observing their needs, challenges, and motivations.
- Competition: Identify your main competitors, their offerings, and the keywords they are using.
- Unique Value: Pinpoint what makes your products or services stand out and use those strengths to shape your keyword choices.
- Industry Trends: Look out for new shifts in user behavior that could influence your keyword strategy.
Step #2 Make a Seed Keyword List
Seed keywords are the starting point for your keyword research PPC. These are basic terms related to your products, services, or industry. Your seed keywords are usually broader, 1-3 words in length.
To create your seed keyword list, you should answer these questions:
- Are you targeting customers ready to make a purchase, or are you focusing on raising awareness and consideration?
- What words best describe your offerings?
- What problems does your audience face that your products or services can solve?
From there, build your seed keyword list using the Target Model, including specific keywords for each of the following 6 categories: Brand terms, Product terms, Competitor terms, Substitute product terms, Complementary product terms, and Audience terms.
Step #3 Use PPC Keyword Research Tools
After listing potential keywords, you have to enhance and refine them using keyword research tools. These tools offer valuable insights, such as search volume, competition level, and additional keyword suggestions.
Here are some top PPC keyword research tools you should consider:
- Google Keyword Planner: This free tool from Google Ads offers keyword suggestions and search volume data. It lets you input up to 10 base keywords or a website URL to generate keyword ideas.
- SEMrush: A powerful tool for SEO analysis, competitor research, and keyword exploration.
- Ahrefs: Known for its vast keyword database and competitive analysis features.
- AnswerThePublic: This tool is especially useful for identifying top-of-funnel searches, focusing on questions and comparisons like “who”, “what”, and “how”.
- Keywords Everywhere: This is a browser extension that shows search volume, CPC, and competition data directly in the search results on Google, YouTube, Amazon, and other platforms. It’s a handy tool for quick keyword insights during searches.
Step #4 Find Keywords & Evaluate Keyword Metrics
The next key step is to find keywords based on important performance metrics. You should begin by analyzing the search volume of each keyword. Keywords with low search volume may not bring in enough traffic unless they have a high conversion potential.
Next, you must assess the “keyword difficulty” score. This score indicates how competitive a keyword is for ranking in paid search ads. If the competition is too high, you might want to focus on long-tail keywords, which are easier to rank for and more likely to convert.
Also, check the trend of each keyword over time. Are they consistently searched for, or do they peak during specific seasons? Targeting evergreen keywords will ensure your ads remain relevant throughout the year.
Your chosen keywords should be categorized into themes or ad groups. Grouping similar keywords based on product categories allows you to create focused ad campaigns that directly address specific user needs.
Step #5 Test Results & Monitor Progress
Keyword research requires ongoing testing and monitoring. After your campaign launches, carefully track key metrics like impressions, clicks, CTR, and conversions to evaluate its success. This continuous process helps optimize your campaign, cut down on wasted ad spend, and improve your ROAS over time.
Review search term reports to understand which queries are triggering your ads and adjust your keywords as needed. Experiment with different match types, adjust bids based on performance and consistently add negative keywords to filter out irrelevant traffic.
Criteria for Choosing PPC Keywords for Your Campaign
Choosing the right PPC keywords is critical to ensuring your campaign reaches the right audience and delivers results. Below are the key criteria to consider when selecting keywords for your strategy:
1. Search Intent
Search intent is the reason behind a user’s search. It answers the question: what are they trying to achieve? Are they looking to make a purchase, gather information, or simply explore options? Choosing keywords that align with this intent can turn searches into conversions.
There are four main types of search intent:
- Informational intent: Involves seeking general knowledge, like “What are the different types of life jackets?”
- Navigational intent: Occurs when users are looking for a specific website or brand, such as “Best life jackets by Mustang Survival”.
- Commercial intent: Happens when users research options before making a purchase, for instance, “top-rated life jackets for kayaking”.
- Transactional intent: Happens when users are ready to buy, like “buy life jackets online”.
For example, someone searching for “best life jackets for boating” is likely considering a purchase, whereas someone searching for “what is the purpose of a life jacket” is in the Informational intent stage. By choosing keywords that match these four types of search intent, advertisers can create more relevant ads that speak to their needs.
2. Average Monthly Searches
This metric shows how many times a keyword is searched each month. Knowing the search volume gives you an idea of how many people might be searching for that keyword.
For instance, if you’re selling ski jackets, a keyword like “buy ski jackets” could have broad appeal but also face more competition. On the other hand, a more specific keyword like “best ski jackets for beginners” might have a lower search volume but attract a more targeted audience.
Thus, you should choose keywords that strike a balance between having a good search volume and being highly relevant to your business. Also, be aware that search volume can fluctuate based on the time of year, location, or even trends.
3. Cost-per-Click
CPC is the amount you pay each time someone clicks on your ad. By understanding CPC trends, you can make better keyword choices.
For example, if you’re running a campaign for “hiking shoes”, the CPC might be higher due to intense competition in that market. If those clicks don’t convert into sales, it can quickly drain your budget.
Several factors affect CPC:
- Competition: More competition for a keyword increases its CPC.
- Quality Score: Ads with a higher quality score can result in lower CPCs.
- Location: CPCs can change depending on the targeted geographic area. For example, CPCs in big cities may be higher than in smaller towns.
- Industry: Certain industries like insurance or law tend to have higher CPCs due to their market dynamics.
4. Competition (CMP)
In Google Ads’ Keyword Planner, the competition score ranges from 0 to 100, showing how competitive it is to place an ad for a particular keyword.
High competition usually leads to higher CPCs and makes it harder for your ad to appear at the top of the search results. If you sell shoes and use broad keywords like “sneakers”, you may be competing with well-known brands like Nike or Adidas.
Understanding the competition helps you identify areas with fewer advertisers, giving you a chance to stand out. If you want to focus on less competitive traffic, try targeting long-tail keywords like “affordable sneakers”. Then you can still attract relevant traffic without going head-to-head with the big brands.
5. Top of Page Bid
The “Top of Page Bid” is an estimate of how much you need to bid for your ad to appear in the search results for a specific keyword. Keyword Planner provides both low and high-range estimates, as this amount can change.
Knowing the estimated “Top of Page Bid” helps you assess whether a keyword is worth targeting based on its competitiveness. If a keyword has a high top-of-page bid, it is harder to rank high on search results.
However, not all valuable keywords will have high top-of-page bids. For instance, long-tail keywords like “best running shoes for beginners” might have lower bids but can still drive qualified traffic. By considering this factor, you can identify which keywords might provide a good balance between competitiveness and cost.
Best Practices to Build Your Keyword Strategy
Building a strong keyword strategy is essential for driving traffic. Check out the best practices to help you create an effective and impactful keyword plan below!
1. Create Your Master Keyword List
You should compile a complete list of all the keywords you might want to target, without worrying about organizing or filtering them. A great way to build this list is by including variations, abbreviations, and synonyms of the keywords you already use.
For example, if you’re targeting “cycle shoes” remember that not everyone will search for it exactly that way. Some may use alternatives like “cycling shoes” or “bike shoes” instead.
Think about your products and services. Consider what specific terms people might use, such as a particular brand, model, feature, color, or any other distinctive detail. Focus on including these specific keywords to ensure you’re covering all potential search terms.
2. Sort Keywords Into Ad Groups
Organizing your keywords into ad groups can make it easier to track performance and manage your budget. Ad groups help you structure your PPC campaigns in a way that closely matches your marketing goals.
For instance, if you’re using PPC to promote a new suitcase, you could create a list of ten relevant keywords aimed at people looking for a new suitcase. Then, you can set up three ads targeting those keywords – this is your ad group.
You wouldn’t want to mix keywords like “new purse” or include an ad for leather jackets, as they are unrelated to customers looking for a suitcase.
3. Use Your Competitors’ Keywords
Although you shouldn’t copy everything your competitors do, there are times when you can benefit from observing which keywords they are using, especially if you want to rank higher than them.
For example, if a competitor is ranking well for the keyword “best running shoes for men,” you might want to target this keyword too, but aim to create even better content so you can outrank them.
4. Add Negative Keywords To Your Campaigns
One of the best PPC campaign optimization strategies is adding negative keywords.
For instance, if you have products to offer in your ad campaign related to shade, almost every keyword that has “shade” would have been targeted. However, you wouldn’t want to target “lamp shade”, as that’s not related to your product. In this case, “lamp” could be added to your list of negative keywords to avoid attracting the wrong audience.
What Are Common Mistakes To Avoid In PPC Keyword Research?
PPC keyword research can be tricky, and even small mistakes can lead to missed opportunities. Let’s take a look at some common mistakes to avoid to optimize your keyword strategy!
1. Overreliance On Broad Match
While broad keywords can increase impressions and clicks, many of these clicks may come from users who aren’t interested in your product.
This can waste your budget and lower conversions because you’re paying for clicks that don’t result in sales. Additionally, broad keywords can hurt your Quality Score.
To improve targeting, focus on phrase and exact match keywords, particularly for well-performing keywords. You can combine broad matches with negative keyword lists to block irrelevant searches and improve overall targeting.
2. Lack of Negatives
If you lack negative keywords, your ads will appear on irrelevant searches, waste your budget, and reduce your ROAS. Without negative keywords, your ads may be shown to people who are unlikely to convert, impacting your conversion rates.
To avoid this, you should add irrelevant queries to your negative keyword list. Think of terms that are related to your keywords but not relevant to your product, and use negative match types to control which searches your ads show up for. Keep updating your negative keyword list to improve campaign efficiency.
3. Not Expanding After Launch
When you create a keyword list for your PPC campaign and fail to expand it once the campaign is live, you miss out on new keywords that could bring valuable traffic. Competitors who are actively expanding their keyword lists might end up capturing opportunities you missed.
For example, you are a skincare brand and start by targeting keywords like “skincare products”. However, if you don’t adapt your keyword list over time, you might miss out on high-traffic keywords such as “skincare for dry skin” that could better capture potential customers.
Therefore, you should use keyword research tools like Google Keyword Planner or Semrush to discover additional terms. Introduce new keywords gradually and test their performance.
4. Large Ad Groups
Having too many keywords in one ad group, typically over 15, can reduce the relevance of your ads and negatively affect their performance. Large ad groups make it difficult to create ads that address all the keywords, resulting in lower engagement and wasted potential.
You can focus on tightly themed ad groups to avoid this mistake. For your most important keywords, consider using Single Keyword Ad Groups (SKAGs), where you tailor ads specifically to those terms for better performance.
For instance, if your most important keyword is a long-tail keyword “buy running shoes online”, you can create a SKAG specifically for it. This allows you to write ads and link to landing pages tailored to that keyword.
Wrap Up
PPC keyword research is a crucial step in driving targeted traffic and maximizing ROI for your PPC ad campaign. By following the steps outlined in this guide, you’ll be able to choose the right keywords, avoid common mistakes, and implement best practices to enhance your campaign’s performance. Start today and watch your PPC results soar!
