Why keyword research is so important in PPC campaigns
When it comes to Pay-Per-Click (PPC) advertising, it all starts with keywords. These little words and phrases are the secret to making sure your ads get seen by the right people. In this article, we’ll break down why keywords matter so much in PPC campaigns and how they can help boost your business.
Why do keywords matter in PPC?
Think of keywords as a bridge between your website and potential customers. Whenever someone searches for something online, they type specific words into the search engine — these are called keywords. If your ad matches what they’re searching for, there’s a good chance your ad will pop up in the search results. Pretty cool, right?
But here’s the thing—it’s not just about getting your ad out there. It’s about making sure it reaches the right people. If your keywords are too broad or irrelevant, you could end up attracting people who aren't really interested in what you're offering. And that means you’re spending money on clicks that won’t lead to any sales. That’s why choosing the right keywords is critical in PPC advertising.
What exactly are keywords?
Keywords are the words or phrases people use when they’re looking for something online. For example, if someone wants to buy a used car in Sydney, they might type in “used car Sydney.” If you’re a car dealership and you’ve chosen keywords like "used cars" and "Sydney" for your PPC ads, your ad is likely to show up.
The right keywords can make all the difference between someone clicking on your ad and finding what they need or moving on to a competitor’s site. That’s why choosing keywords that match what your customers are searching for is so important.
Different types of keywords in PPC
Let’s talk about the different types of keywords you might want to use in your PPC campaign. They aren’t all the same, and using a mix of them can help you reach a broader audience. Here are some common types:
Branded keywords: These are keywords that include your company name (e.g., "Feels Botanical"). They help people who are already familiar with your brand find you easily.
Generic keywords: These are broad terms that relate to your industry (e.g., "gin"). These tend to attract more people, but not all of them will be a good fit for your business.
Transactional Keywords: These are keywords used by people who are ready to buy (e.g., "buy Feels Botanical gin"). These are golden because they usually have high conversion rates.
Informational Keywords: These are used by people who are just researching (e.g., "best gin"). They’re great for attracting people who are still deciding what to buy.
Long-Tail Keywords: These are longer, more specific phrases (e.g., "best botanical gin for cocktails"). They may not get as many searches, but the people who do search for them are often more likely to convert.
Using a combination of these types of keywords can help you cover all your bases and reach people at different stages of the buying process.
How to Find the Right Keywords
Finding the right keywords doesn’t have to be complicated. There are two main ways to do it:
1. Brainstorming: Start by thinking like your customers. What words would they use to search for your product? For example:
Branded keywords: Make sure to include your company name so people looking for you can find you.
Common mistakes: Think about misspellings or variations of keywords and include those too. For example, someone might search for "pre-owned" but misspell it as "per-owned."
Product-specific keywords: List out keywords related to your products or services.
Seasonal Keywords: If you’re running a seasonal promotion, like for the holidays, include terms related to that season (e.g., “Christmas gifts”).
2. Keyword research tools
If brainstorming feels overwhelming, no worries! There are plenty of keyword research tools that can help you find relevant keywords quickly. For instance, Google Ads Keyword Planner is a free tool that gives you tons of keyword ideas based on what’s on your website.
Don’t forget about negative keywords
Negative keywords are keywords you don’t want your ads to show up for. Why does this matter? Because you don’t want to waste money on clicks from people who aren’t really interested in what you’re selling. For example, if you’re selling brand-new bicycles, you’ll want to exclude keywords like "second-hand bicycles." By doing this, you’ll make sure your ad isn’t seen by people looking for something you don’t offer.
Ready to optimise your PPC campaign?
Keyword research doesn’t stop after you launch your campaign. You’ll want to keep an eye on how your keywords are performing and make adjustments as needed. Over time, you’ll get a clearer idea of what works best for your business.
To wrap it all up, keyword research is one of the most important parts of any PPC campaign. It helps you connect with the right audience, avoid wasting money, and improve your chances of making sales. So, take some time to do your research, fine-tune your keywords, and watch your PPC grow.
