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How To Conduct A PPC Campaign’s Keyword Research

Quality keyword research is essential for Pay-Per-Click (PPC) advertising success. The main goal is to select the keywords that would generate the greatest conversions while having the lowest cost per click. It takes time, effort, and experience to get this right since you need to understand your clients and identify the search phrases they employ to locate goods and services like yours. This article contains methods that will aid you in locating, enhancing, and organizing your PPC keywords.

Examine your current keyword plan

Examine your current keyword plan

You must select words and phrases that are associated with your brand, product, or service when you make an advertisement on a platform like Google Ads or Microsoft Advertising. They are referred to as keywords.

Your PPC keyword research should start with Google Search Console to find out which keywords are currently driving the most traffic to your website, as well as Google’s Phrase Planner to find out how frequently people are searching for each keyword.

Users expect to land on the most appropriate page when they click your ad, so be sure to match the keywords in your PPC campaign with the ones you’ve optimized the landing page for.


It is advisable to optimize those pages to better match your target keywords if your sessions on Google Analytics are high but your time on page is short, or if your click-rate is high but your conversion rate is poor. Visitors that use your keywords in searches will then understand your advertising and landing sites.

Your must harvest your landing pages for primary, secondary, and tertiary keywords after examining them. You should have enough information to compile a thorough list of keywords that are specifically related to your goods and/or services. As you develop this term list, don’t forget to provide the search purpose for your advertisements. This requires you to consider the search terms clients use to find your company or product online.

Select your PPC Campaign Objectives

PPC Campaign Objectives

It’s time to decide what action you want your audience to perform in order to progress through the conversion funnel and how many clicks or conversions you want to achieve in a specific period of time.

Sort and Analyze Your Keywords

How can you be certain you don’t overlook any important keywords? Expand your lists and segment your keywords, for instance:

V-scooters,, V-scooter shop, etc. are brand-related keywords.

scooter, scooters, etc. are short-tail keywords.

Electric scooters, vintage scooters, used scooters, etc. are examples of long-tail keywords.


Consider it only if you have a sizeable amount to spend on ads and you think it will be worthwhile because bidding on competition keywords can easily consume a significant chunk of your budget.

Which key phrases should I use?

It’s crucial to keep the following things in mind while selecting the keywords for your campaign:

  • What the user intended or sought after when they entered their search terms is known as their intent.
  • Volume is the quantity of searches made in a specific time period for a specified term.
  • Budget: the financial commitment made to initiatives to increase online traffic 

When opposed to extremely precise long-tail keywords, it might sometimes seem advantageous to bid on root keywords (broad terms characterizing the topic or issue you wish to promote in your PPC campaign) that have larger search volume. However, these terms could also refer to goods or services that poorly describe what you have to offer and hence drive ineffective traffic to your website.

Users looking for any form of footwear, such as high heels, boots, or flip-flops, will click on your advertisement if you use wide search terms like “shoes,” for instance, but if you just sell hiking shoes, your product won’t be relevant to them.

Tools for Keyword Research

Tools for Keyword Research

There is a ton of tools available that may assist you in selecting the keywords you should keep and the ones you should avoid. Given that it is a component of Google Ads and is free to use, Google Keyword Planner is among the most well-known. It will demonstrate the search keywords that people are actually using, making it more trustworthy than just using your judgment.

The “Competition” rank is also displayed by the Keyword Planner as high, medium, or low. If the score is high, more advertisers are placing bids on these phrases, which means you will have to pay more to have your ad appear in the top spots.


Finding keywords with a high search volume yet little competition is the sweet spot.

You can remove terms from your list that have too much competition or too little search volume by using keyword research tools in addition to helping you add new ones.

Refine and Examine

Your keyword strategy will need to be updated frequently, which is where a PPC agency can help. They can monitor the most recent search trends in your sector and modify the campaign as necessary.

Naturally Speaking

Google continues to expand its natural language processing capabilities. Now, it is capable of comprehending context, sentiment, entities, and syntax. All of this is being done to make it simpler for people to receive responses that take into account what they mean rather than what they type or say. Data on Google’s research areas:

“Recent work has concentrated on applying frame semantics at the noun phrase, sentence, and document levels as well as integrating multiple sources of knowledge and information to aid with text analysis”. (2021, Google Research)[1].

Voice Lookup

Instead of typing, voice commands can be used with Google’s Voice Search feature to do web searches. Search engines can now interpret longer word strings thanks to the rise of voice-led inquiries. Therefore, it is advantageous to use search phrases that are representative of spoken language. According to recent Google statistics, about 30% of all online users worldwide use voice search on their mobile devices [2].

As voice searches have the potential to be longer-tail than standard searches done on mobile devices and PCs, this alters the way we conduct keyword research.

Before beginning a PPC campaign, make careful preparations

The effectiveness of PPC campaigns is greatly influenced by keyword research, therefore investing a lot of time in developing a sound keyword strategy and continuously evaluating and fine-tuning the search keywords you bid on will provide the best results. It’s not the sole determining element, though.

Budget size should be carefully considered, as should audience expectations for ad quality and the kinds of commercials you should be showing them. Make sure the landing page is optimized with all the necessary content, keywords, and a clear CTA before you spend any money on PPC.