Saule Simonyte

Saule Simonyte

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

How To Create A PPC Keyword List That Works

You always see Google ads when looking online for any products or services. It would be cool to get your business up there too! Wouldn’t it?

You may think it’s easy. You’ll start running Google ads and will be among the competitors in no time. Well… If only it were that simple.

What Is Keyword Research, And Why Do You Need It?

Keyword research is the foundation of any successful PPC campaign since it determines which keywords to bid on and most likely to result in clicks and conversions. 

Keyword research is a combination of science and art. It’s not only about using the many tools at your disposal. It’s also about getting to know your customers and anticipating what words they will use to describe your products. That’s the most effective strategy to make sure your advertising appears at the right time and place: when people are looking for the items or services you provide.

Your pay-per-click (PPC) ad will be noticed by people searching for items and services similar to yours on search engines like Google. The appropriate keywords can help you attract new consumers, enhance click-through rates and reduce advertising expenditures.

Where To Start?

The best place to start is your website. Get to know your products and the words you use to describe them. The goal is to scan each page and extract relevant keywords from the content. Assuming you have a well-written and relevant website, you should have enough ideas to produce a comprehensive list of keywords related to your products or services.

What Makes A Good Keyword?

Keywords and phrases should be specific and related to your services. When someone searches Google for your keywords, they will be looking for products and services like yours. As a result, customers who click on your ad will be directed to your website and purchase from you.

Think Like A Customer

While your product names might be interesting and fancy, customers may use simpler words to look for products like yours.

Put yourself in their shoes and think what words and phrases would they have to write into the search box to get to your website?

That’s why it’s crucial that the keywords would match your product names on the website. For example, if you have a product named “dream flower holder”, but the customers are looking for a glass vase, they may not end up on your website.

Don’t Be Afraid To Bid On Very Specific Keywords

While they have a lower search volume, these are the products customers are looking for.

Use terms and words that aren’t overly broad. Don’t be tempted to include keywords that aren’t relevant to your ad but drive a lot of traffic. Doing this will drive low-quality traffic to your site, meaning you’ll experience a high bounce rate from these users, and your cost per result will increase.

Longer phrases usually work better than single keywords, often overly generic. For example, ‘Organic vegetable box delivery’ is a precise term that will attract the ideal people for an organic vegetable delivery business. It’s possible that using these keywords independently or in different combinations will have a far lower conversion rate.

Due to their nature, broad terms have higher search volume and can be beneficial in some cases. However, a generic keyword like “shirts” could be used by people looking for women’s shirts, children’s shirts, men’s shirts, etc. So your product may not always be relevant to them. 

On the other hand, an extremely particular, long-tail keyword phrase like “men’s black long-sleeve shirts” could only get a few searches every month, but the user is far more likely to click your ad and make a purchase because it’s what they’re looking for. Long-tail keywords are also less expensive because they tend to be less competitive.

Don’t Forget To Include Similar Variations

It’s helpful to include variations, especially if you plan to set your match type to exact. Search engines may occasionally establish connections between related phrases (for example, “sneakers” and “running shoes” are the same product), but not always, so it’s wise to include them.

Customers may refer to your product or service in a variety of ways. As a result, make sure to include variations in your keyword list. These could consist of synonyms (like shop and store), product names, and singular and plural forms.

Use Google’s Keyword Tool to Get Ideas

The Google Ads Keyword Planner can help you develop new keyword ideas and grow your list. Enter a term, phrase, or URL relating to your products and services, and then select appropriate keywords from the results. You can use the best of the initial ideas generated by the Keyword Planner to further your keyword strategy.

It’s a good idea to build distinct ads based on a few narrowly concentrated keywords if you have a lot of them.

Consider Location When Looking For The Keywords

Different places like cities or countries may have different search volumes of the keywords. 

To guarantee that the relevant individuals see your ads, you can adjust the language and location options. Always double-check that your location targeting corresponds to where you do business. Based on your business location, you can define territories, countries, regions, cities, or even smaller areas.

Targeting is tailored to your needs and can be pretty precise. It is perfect for local businesses such as shops and restaurants.

There are many ways to improve your Google ads, and a strong keyword list is one of them. Contact us today if you want to know more ways to improve your PPC marketing strategy.