Five Top Tips for Effective PPC Keyword Research

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Reach Your PPC Goals with Keyword Research

Keywords form the backbone of pay-per-click (PPC) campaigns, to ensure your ads are reaching the right people. With effective keyword research, you can find valuable terms that result in clicks, impressions and more importantly, conversions!

Whether you have an existing PPC account or you’re setting up a new one, there are a few things to bear in mind. We’ve put together our five top tips for effective keyword research to help you meet your advertising goals.

Website SEO

 

#1: See Through the Customers’ Eyes

You should decide on your PPC goals before you start your keyword research. Do you want to raise brand awareness, increase website traffic, or generate sales and enquiries? Your choice of keywords will impact on these goals.

You may need to take a step back and simplify some of your key terms. For example, if you run a web design agency, it’s safe to assume that someone requiring professional help may not search ‘HTML web design’. In this case, ‘web page layout’ may be more realistic.

Browse discussions about your product or service to see what’s of interest to your potential customers. Industry forums and LinkedIn groups can help you find profitable terms that your competitors may not have.

LinkedIn Groups Directory

 

 

#2: Find New Themes

If you already have a PPC campaign running, look for opportunities to expand on existing terms. For example, instead of focussing on phrases like ‘black leather shoes’, you could target different types of shoes like ‘brogues’, ‘boots’ and ‘sandals’.

It’s also worth thinking about adjectives like ‘designer’ to find relevant keyword expansions. Be aware that it’s quality over quantity, so make sure all phrases are closely related to your business or product.

 

#3: Develop Top Performing Keywords

Even if you’re running a campaign with successful keywords, you can always do more to improve performance. Try testing different variations of the highest converting keywords, or use research tools to discover more relevant terms.

Use the search term reports in AdWords to find out which keywords triggered your ads and resulted in conversions. This information will help you identify new opportunities for targeting your audience.

Google Search Term Reports

 

#4: Consider Search Volume

Browsing The Web If some of your key terms don’t get much traffic, they may be worth removing. That being said, high keyword search volumes don’t necessarily mean terms are valuable. It’s also worth noting that the Keyword Planner doesn’t always display long phrases, meaning you could miss out on key data.

When it comes to keyword research, the idea of heads and tails comes in handy. Once you’ve identified the ‘head’ term with a high search volume (e.g. ‘boots’), you should consider the ‘long tail’ for more specific searches (e.g. ‘buy leather ankle boots online’).

Those using longer, more specific searches are more likely looking to buy. Meanwhile, it’s likely that someone searching for generic terms like ‘boots’ is browsing a range of styles on various websites.

Try targeting keywords that aren’t highly competitive but will result in valuable traffic. Bear in mind that if you target a highly competitive keyword, your ad is not guaranteed a top ad position and you’ll be paying more.

 

#5: Be Competitive

Semrush LogoResearching your competitors’ keywords will give you an idea of how to create or expand your keyword list. You can access this data through paid tools like SEMRush or Spyfu, to help identify new opportunities and get ahead of the competition.

 

Monitoring a Keyword’s Impact

Your keyword list should be regularly assessed to identify what is and isn’t performing well. You can then optimise successful keywords that generate clicks, impressions or conversions. Also, you can eliminate keywords that aren’t meeting these goals.

If you need advice on effective keyword targeting to reach your audience, our PPC team is on hand to help. Contact us today.

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Paul Fildes

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www.rugdoctor.co.uk

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Paul Fildes

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www.rugdoctor.co.uk

paul fildes - rug doctor
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I set up The ID Band Company as I was always keen to stay safe while road cycling. With a passion for this adventurous sport, wearing an identification wristband gave my family peace of mind, and I was able to enjoy cycling without worry. I wanted to offer sports enthusiasts and people with medical conditions and allergies high-quality, wearable ID that would stand the test of time. Durable enough for virtually any activity, our sports wristbands and beautiful jewellery are made with the finest materials. Crisp, clear engraving of the person’s in case of emergency details along with the well-known medical alert symbol, ensures our jewellery is easily spotted if someone needs medical attention. Suitable for a wide audience, including men, women and children, we now have the widest range of medical alert jewellery in the UK. Our large e-commerce website needed effective promotion to get our products out there. I’m always busy managing the team and working on new products, so I needed a company who could look after all aspects of marketing for me. Mitra Marketing were able to take care of everything from email marketing and social media management to PPC and SEO. Competitions have also enabled us to develop relationships with schools and sports clubs, expanding our reach. The Mitra team were able to build relationships with groups, charities and interesting individuals as a form of PR to produce high-quality and relevant content for our blog. Our e-newsletters now contain interesting stories direct from our customers, helping us get to know our target market and create a friendly face for The ID Band Company brand. Mitra Marketing have helped us significantly in terms of multi-channel marketing and PR. I would recommend them to any company who want the pressure of marketing taken off their hands. Mark...

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