PPC Keyword Research: Finding The Right Words
Pay-Per-Click (PPC) is a form of digital advertising which means that your business will pay a fee each time your ad is clicked by a user. It bypasses the search engine and means that you’re not just relying on organic search results for visitors to come across your website. PPC advertising is the fastest way to get leads for your website and involves bidding on particular keywords that relate to your campaign.
Using Google AdWords
The most well-known and widely-used forms of PPC advertising is Google AdWords. Once you open a Google AdWords account, there are a number of different tools that will help you with your PPC keyword research. The Keyword Planner is one of the most useful tools and allows you to play around with keywords related to your business so you can develop your own comprehensive list. It also has the added bonus of providing numerous suggestions for variations on keywords so you can build a targeted AdWords campaign.
When it comes to keyword research on Google AdWords, have a think about keywords around the location of your service, the various products or service you provide and the customer demographic you’re aiming for. Remember, the better your research then the better quality of clicks you’re likely to get from potential customers.
Keywords are King
Before you begin your PPC advertising campaign, you need to spend time doing keyword research to work out your budget. Each keyword will cost a different amount if the user clicks on it so you need to strike a balance between using effective keywords while also not blowing your PPC budget. Have a think about what you want to achieve with your PPC campaign and make your chosen keywords are relevant and specific.
Research how popular certain keywords are and consider getting more specific to narrow down the parameters. You can always make minor changes to your keywords to achieve maximum results. Your Keyword Planner will include information on how frequently a particular keyword is searched for by users which will give insight into the best keyword combinations to use. It’s somewhat of an art to develop well placed keywords for your PPC ads and you get better the more you research.
Don’t Forget Negative Keywords
As important as it is to research keywords for your PPC campaign, you also need to consider keywords which you don’t want your ads appearing for in the search engine. This prevents your ad from popping up during irrelevant searches which are unlikely to lead to conversions. Through your Google AdWords account, you can have a list of negative keywords which you don’t want to be linked to your ad campaign. You can always adjust this list as times goes on and it means your ads become better targeted to your intended audience.
The Balance Between Cost and Search Volume
Although it can be tempting to run with keywords which are very popular on search engine results, these can be expensive. It’s no good having ad with amazing keywords but it costs ridiculous amounts of money each time a user clicks on your ad – your budget will be blown before you know it. Set a clear PPC budget and use your Google AdWords account to compare how competitive (AKA expensive) a certain keyword is to the volume of search results it receives. Remember to aim for keywords that have a high search volume but low competition rate as this will lead to clicks without costing too much.
At Dilate Digital, we are a full service digital agency who can assist you and your business in the development of an effective Google AdWords campaign which can increase the visibility of your business.
To find out more about how an effective PPC campaign can make all the difference to your business, contact Perth based Dilate Digital today.