HOW TO PERFORM KEYWORD RESEARCH FOR PPC ADVERTISING

How to Perform Keyword Research for PPC Advertising

How to Perform Keyword Research for PPC Advertising

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How to Perform Keyword Research for PPC Advertising


Keyword research is the foundation of any successful PPC (Pay-Per-Click) advertising campaign. Choosing the right keywords ensures your ads appear in front of the right audience, improving your chances of getting clicks, and conversions and maximizing your return on ad spend (ROAS). Without proper keyword research, you risk wasting your budget on irrelevant traffic.

In this blog, we’ll walk you through how to perform keyword research for PPC effectively — whether you’re running Google Ads, Bing Ads, or social media campaigns.



Why is Keyword Research Important for PPC?


In PPC, you bid on keywords to show your ads when users search for those specific terms. Picking the right keywords helps you:

  • Target potential customers actively searching for your products or services

  • Increase ad relevance and quality score

  • Lower your cost per click (CPC)

  • Improve your conversion rates and sales





Step 1: Understand Your Target Audience


Before you dive into keyword tools, start by understanding:

  • Who is your ideal customer?

  • What problems are they trying to solve?

  • What search terms might they use to find a solution?


Knowing your audience helps you choose keywords that align with their intent — whether they’re looking for information, comparing options, or ready to buy.



Step 2: Brainstorm Initial Keyword Ideas


Create a list of seed keywords related to your business, products, or services. Think about:

  • Product names

  • Industry terms

  • Brand terms

  • Competitor names

  • Common questions customers ask


For example, if you own a digital marketing agency, your seed keywords might include:

  • Digital marketing services

  • SEO agency near me

  • PPC advertising cost

  • Social media marketing company





Step 3: Use Keyword Research Tools


Leverage keyword research tools to expand your list and find valuable keyword variations. Some popular tools include:

  • Google Keyword Planner (Free)

  • Ubersuggest

  • SEMrush

  • Ahrefs

  • SpyFu

  • Answer the Public


These tools provide data like search volume, competition level, and suggested bid prices to help you prioritize the best keywords for your PPC campaign.



Step 4: Analyze Keyword Intent


Not all keywords are created equal. It's important to match keywords to the user’s intent. There are three main types of intent:

  • Informational (learning): "What is PPC advertising?"

  • Navigational (finding a brand/site): "Google Ads dashboard"

  • Transactional/Commercial (ready to act): "Hire PPC expert" or "Buy running shoes online"


For PPC, focusing on high-intent transactional keywords often yields the best ROI because these users are closer to making a purchase.



Step 5: Check Keyword Competition and Cost


Review the competition level and average cost-per-click (CPC) for each keyword. High-competition keywords may be expensive and harder to rank for, while low-competition keywords might be cheaper but bring less traffic.

Strike a balance between:

  • Relevance

  • Search volume

  • Cost and competition





Step 6: Include Long-Tail Keywords


Long-tail keywords are longer, more specific phrases like:

  • “Affordable PPC management services for small businesses”

  • “Buy handmade leather bags online India”


Benefits of using long-tail keywords:

  • Lower competition and CPC

  • Higher conversion potential due to targeted intent

  • More qualified leads





Step 7: Create a List of Negative Keywords


Negative keywords prevent your ads from showing up in irrelevant searches, saving you money. For example, if you sell luxury watches, you may want to exclude words like "cheap" or "free."

Regularly update your negative keyword list based on campaign performance.



Step 8: Organize Keywords by Ad Groups


Group similar keywords together to create tightly themed ad groups. This improves ad relevance and quality scores.

Example Ad Group: PPC Services

  • PPC services near me

  • Hire PPC expert

  • Pay per click agency

  • PPC management company


Each ad group should have specific ads and a landing page that closely match the keywords.



Step 9: Monitor and Refine Keywords


Keyword research doesn’t end after the campaign launches. Regularly review your:

  • Search term reports

  • CPC costs

  • Conversion rates


Optimize by pausing underperforming keywords, adding new keywords, and refining your negative keywords.



Final Thoughts


Effective keyword research is the heart of any profitable PPC campaign. By targeting the right keywords with the right intent, you can drive quality traffic, generate leads, and maximize your ad spend. Remember, keyword research is not a one-time task — it requires continuous monitoring and optimization for the best results.

Want to get better at PPC keyword research? Start by testing different keywords, analyzing performance, and always focus on your customer’s search behaviour.

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