Pay-per-click, or PPC, advertising is an effective way to drive highly targeted traffic to your website—but its success depends heavily on choosing the right keywords. But what are the right keywords? How do you choose which keywords to bid on? Keep reading to learn more about how to choose keywords that will help you reach the right audience, improve click-through rates, and maximize the return on your investment.
Understanding Your Target Audience
Before you choose which keywords to bid on, it’s important to know your audience. Consider their demographics, interests, and their search behaviors. What words or phrases might they use when they’re searching for products and services like yours? Understanding your customers’ intent will help you choose keywords that line up with their needs.
Conduct In-Depth Keyword Research
Before you use Google Ads tools, you need to use other tools—keywords research tools like Google Keyword Planner, SEMrush, or Ahrefs. These tools can help you identify relevant keywords for your audience. Look for keywords with a balance between search volume and competition. High-volume keywords may be appealing for the amount of traffic they get, but they will also be most likely costly and competitive.
Focus on Intent-Based Keywords
Keywords can be categorized based on the intent of the user and generally fall into 3 categories:
- Informational Keywords: Used when searchers are looking for general information.
- Navigational Keywords: Used when searchers are looking for a specific brand or website.
- Transactional Keywords: Indicates a readiness to take action.
Prioritizing transactional and commercial intent keywords will likely result in better conversion rates than informational keywords.
Use Long-Tail Keywords
Long-tail keywords are, as the name implies, longer; but they’re also more specific phrases that typically have lower competition and higher conversion rates. For example, instead of targeting “running shoes,” consider bidding on “affordable running shoes for beginners.” This might attract a smaller audience, but generally give you more qualified leads.
Analyze Competitor Keywords
Keeping tabs on your competition is essential for every aspect of your business. Reviewing competitor keywords can provide valuable insights into what’s working for others in your industry. Tools like SpyFu and SEMrush allow you to see what keywords your competitors are bidding on so you can refine your own keyword strategy.
Optimize Negative Keywords
Negative keywords help to prevent your ads from showing up in irrelevant searches, which can save you the cost of paying for clicks that are unlikely to convert. For example, if you sell high-end products, adding “cheap” as a negative keyword will prevent your ads from displaying to users looking for budget-friendly options.
Continue to Monitor and Adjust
PPC campaigns require continuous monitoring and optimization. You should regularly review your keywords performance, adjust your bids, and refine your keyword list. If you’re struggling with your PPC campaign, finding a PPC company in Kansas City to maintain and adjust your campaign as needed can help make it more effective.
