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.
#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.
#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.
#4: Consider Search Volume
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
Researching 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.