How to Choose Keywords for PPC

Are you considering implementing a Pay-Per-Click (PPC) campaign but don’t know where to start? At first glance, it is easy to feel quite taken back and apprehensive on where to start with PPC.

We always recommend before anything else; you do some research into the keywords to use for your campaign. If you are still struggling with where to start, we have put together a simple guide on how to choose your keywords for PPC.

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What is PPC?

First and foremost, it is important you understand what PPC entails. Pay-Per-Click (PPC) is a type of advertising channel that you can use to generate leads and traffic onto your site via search engines.

PPC is a great way to get in front of potential customers as well as existing customers. Using platforms like Google Ads will allow you to create ads and implement keywords to be one of the first links on a search results page.

The best way to ensure your ad shows up in front of your customers, is by choosing an effective and powerful keyword list.

Getting Started: Generating Keywords

There are a range of different tools that can create an easy way for you to generate keywords that are guaranteed results. One of these being the Google Keyword Planner Tool. This is an effective tool where you can type in a URL or focus keywords and Google will pull keywords that are relevant to your business. These keywords also come with stats including the average monthly search and top of page bids.

Competitor Research

Using Google’s Keyword Planner tool is also an effective way to see what your competitors are using. By inputting their URL, you will be able to see which keywords are relating to their organisation. Another way to carry out competitor keyword research is by using platforms like SEM Rush. This allow you to input your competitors URL and pull a range of different information about the organisation including their PPC keywords and backlinks whether this be globally or narrowed down to a specific country.

Different Types of Search Terms

When generating a list of keywords, it is important to understand that there are a few different types that you will need.

• Brand Keywords – these are related solely to your brand and brand name.
• Generic Keywords – these will be anything to do with your products on a wider scale
• Competitor Keywords – these can be your competitors brand name, product name or anything they may be showing up for

When choosing these different types of search terms, it is important that they are all split into separate campaigns as you will want to track different things for each.

Sorting & Organising your Keywords

Now that you have found your potential keywords, it is important to sort and organise them into the different campaigns and ad groups. When doing your searches with Google’s Keyword Planner Tool, there is an option to download the data, doing this will allow you to sort and organise your keywords by adding new tabs into the spreadsheet and renaming them different campaign types. Within these spreadsheets, it would be beneficial to sort the campaigns further into ad groups. That way, you will be ready to upload to Google Ads and start creating your ads.

Don't forget about Negative Keywords!

A huge mistake to make when creating campaigns is forgetting to submit negative keywords. This can be anything that you don’t want to be associated with your brand or products. It will allow you to narrow down and target your potential customers further.

If you’re an ambitious brand that has a min budget of over £2k per month and feel you could be getting more out of your ads performance. We're a Liverpool based Google ads agency that has advised and helped many businesses hit their business goals. Get in touch with us and we'll discuss undertaking a PPC health check or give you an insight into what your competitors are doing.

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