We all know and love keyword research when it comes to SEO and content writing. However, when it comes to PPC it’s often not considered quite as important. Using your SEO keyword research, instead of carrying out PPC specific keyword research, is a big mistake. It could even lead to you going over budget, with minimal impressions, clicks, and most importantly, conversions.
Before you even begin setting up a PPC campaign, you need to consider a budget. To do this, you must carry out keyword research to ensure the keywords that you want to bid for are within your price range!
Some keywords have a maximum cost of pennies, others are double figures. Google Ads offers you a great Keyword Campaign Planner. This allows you to not only carry out keyword research, but also work out budget estimations too, and this is a great starting point for your campaign.
Impressions, Clicks and Conversions
Keyword research and bidding on the right keywords is what’s going to drive your impressions, clicks and conversions up, so if you’re starting to see those dip, then it’s time to head back to the keyword drawing board.
Carrying out extensive keyword research for your PPC campaigns will also allow you to find keyword and phrase variations that might be more searched for with a lower Cost Per Click (CPC). To give your campaigns the best chance of converting, find as many possible keyword variations that are relevant, highly searched for and not too expensive for your daily budget.
Regular Keyword Research
With your keyword research done, and your campaigns all up and running, you may be thinking, why do I need to do more keyword research? The simple answer is, things change. Everything fluctuates daily. The more relevant and up to date the keywords you’re wanting to target are, the more likely your bid will win and you’ll benefit from the conversions.
PPC specific keyword research helps you to truly get into the mindset of your target audience, so head to Google and get searching. This is a great way of finding out how your customers are viewing your ads too!
Do your ads come up for the search term you’ve just used? If so, then great. If not, then should they be appearing? Why isn’t your ad coming up? This is vital keyword research for improving your impressions, clicks and conversions.
Negative Keyword Research
The Search Query Report within Google Ads is a useful tool. It helps you find out the keywords that triggered your ads to be shown. This includes any spellings errors and irrelevant keywords (depending on your settings). This is a whole wealth of new knowledge, that will allow you to find negative keywords!
Setting keywords as negative will help you stop irrelevant traffic finding your ads. It also allows you to find highly searched words and phrases around your campaign that you haven’t listed as keywords yet. This helps to ensure your budget isn’t being wasted on irrelevant search queries and irrelevant traffic!
At the heart of every PPC Search Ad Campaign is a list of keywords. Choosing the right keywords is essential. Learn what your target audience is searching for, find out what’s ranking well in that area, and use that to your advantage. Get maximizing those conversions, ladies!