Running a pay-per-click advertisement campaign is a great way to bring awareness of your business to target audiences online. Still, your ad won’t reach the right groups and help grow your business without appropriate keywords sending your ad in the right direction. Unfortunately, not everybody knows how to choose the right keywords for these kinds of campaigns.
Peppermonkey Media is a leading PPC management company in NJ. Our guide below explains the basics of keyword research and finding the proper terms to incorporate in high-performing PPC campaigns.
What’s a PPC Campaign?
A PPC campaign is an online marketing model that promotes web traffic to a business’s website, landing page, or another specific page. As the advertiser or person running the ad campaign, you’d pay the advertisement platform any time somebody clicks the ad. If nobody clicks it, you don’t pay.
Google Ads is the most well-known platform for PPC ad campaigns. Google is the top global search engine, so running PPC campaigns through Google Ads is an excellent way for businesses to reach audiences worldwide. A well-drafted ad campaign can increase web traffic substantially more than organic traffic.
When crafting a compelling PPC campaign, you must include three elements. Your copy, which refers to the words and visual elements within the ad, should be well-written and engaging to audiences.
You’ll also need a landing page for people to view after clicking your ad. It should be relevant to the ad and user intent, whether viewers want to buy a product, learn about a service, or get details about a business’s promotion.
Finally, all successful PPC ad campaigns need relevant keywords. Keywords help your ad appear on search engine results pages according to the terms people query. Knowing how to choose the right keywords can make or break a PPC campaign.
Types of Keywords To Include in Your Keyword Research
Advertisement keyword selections are more complicated than you might think because of the many kinds of keywords you could use. Conducting PPC keyword research is necessary to pick the most appropriate terms for your ad campaign. When looking up different terms, here are some keyword types to consider:
- Exact Match Keywords. As the name suggests, exact match keywords are specific and must precisely match the terms an online user queries within a search engine.
- Broad Keywords. Broad keywords lack specificity. Instead, they can encompass many topics, making them high-volume keywords.
- Long-Tail Keywords. Unlike short, simple words, long-tail keywords are long phrases that yield a lower search volume due to the specific nature of the phrases. They’re suitable for producing qualified leads instead of general web traffic.
- Negative Keywords. Negative keywords help keep irrelevant audiences from clicking on your ad by excluding terms that don’t apply to your business.
- Competitive Keywords. With competitive keywords, you’ll have terms that your competitors use within your copy, which prompts people looking for your competitor’s goods and services to see your advertisement as well.
- Geo-Targeted Keywords. Suppose your services or products only apply to specific locations or regions. In that case, it’s best to incorporate geo-targeted keywords with your ad to target search engine queries from or for those areas.
Steps for Picking the Best Keywords for a PPC Campaign
Do you want to learn how to choose the right keyword for your next PPC ad campaign? Here are the top tips to consider.
Start Your Keyword Research Using Google
Finding the right keywords to use in an advertisement starts with detailed keyword research. You can visit your Google Search Console to see the types of terms people use to visit your business’s website. Pay attention to repetitive terms.
Another Google tool to use is Google Analytics. With this platform, you can view the keywords that generate qualified leads that turn into purchases.
Focus on Long-Tail Keywords
Long-tail keywords are detailed, specific phrases that are important for PPC advertisers since they account for a majority of Google searches. An example of a broad, generic term is “restaurant owner,” yet a long-tail keyword could be “best digital advertisement tips for first-time restaurant owners.”
Because they’re low-competition terms, long-tail keywords are usually cheap. They’re also highly targeted, making them effective.
Prioritize Low-Competition Keywords With High Volume
The ideal keywords for PPC campaigns contain low-competition keywords that produce a high volume of web traffic. In other words, people often query these terms or phrases, yet not many businesses are paying to use them in advertisements.
Though these keywords are useful, they’re tough to find. So expert-level keyword research is often necessary to uncover them. Keyword difficulty tools may help.
Do a Competitor Keyword Analysis
An effective way to uncover high-performing keywords relating to your business niche is to do a competitor keyword analysis. When you see which terms your competitors are bidding on for PPC campaigns, you’ll get a better idea of which terms will drive traffic to your website as well as how much you should set aside for your ad budget.
Learn How To Group Different PPC Keywords
After you collect a decent group of PPC keywords, you should organize and group them. Taking this step will help you optimize your time while maximizing your advertisement budget. You’ll be more efficient at targeting prospective customers online and improving your ad’s Quality Score by knowing which terms to use to achieve specific goals for every PPC ad campaign you run.
Get the Best PPC Campaign Optimization From Peppermonkey Media
Learning the difference between SEO and PPC and knowing how to choose the right keywords will improve the effectiveness of your ads. You don’t have to rely on your own abilities regarding keyword research or optimizing PPC campaigns with the best terms. Count on our digital marketing professionals at Peppermonkey Media to handle those jobs flawlessly.
Our media company has more than 10 years of experience helping hundreds of small and medium-sized enterprises enhance their online presence by utilizing effective digital marketing solutions. Our specialties include high-level marketing campaigns that deliver results. Call (732) 576-0171 today for a digital marketing consultation. Get more information now.
