How to bring your PPC keyword research to the next level

Whether you want more conversions, a better ROI on your Google Ads, or simply to stop wasting budget, it all starts with refining your PPC keyword research. This guide shows you how.

Steps for effective PPC keyword research

Keyword research is the backbone of any PPC campaign. The right keywords connect you with your target audience, but poorly chosen ones can eat up your budget without delivering results. So how do you find the perfect balance? Follow these steps.

Start broad and narrow down

When starting your keyword research, begin by casting a wide net. Generate a large list of keywords that are relevant to your business or products. This allows you to explore all potential options. Don’t worry about how long the list is at this stage. Use tools like the Google Ads Keyword Planner and Channable’s PPC tool to gather as many relevant terms as possible.

Once you have this large list, it’s time to filter. Refine your list based on what’s most relevant to your business goals, targeting only those keywords that will bring qualified traffic. Remember, the goal here isn’t quantity, but quality.

Group keywords by theme

To keep your PPC campaigns organized and targeted, group your keywords by theme. For example, if you’re an online fashion retailer, you might create groups for “summer dresses,” “men’s trainers,” and “designer handbags.” This helps improve ad group targeting while ensuring that your ads and landing pages align perfectly with the intent behind each keyword group.

Themed ad groups lead to more relevant ads and higher Quality Scores, meaning lower costs and better performance.

Use keyword match types

Assign a match type to each keyword to control how broad or narrow your ads appear. Use broad match to capture general search terms, phrase match for more precise targeting, and exact match for highly specific keywords.

By controlling match types, you can ensure your ads only appear for the most relevant searches, keeping your spend focused and efficient.

Include negative keywords

Negative keywords are the unsung heroes of PPC campaigns. These are the terms you don’t want your ads to show for. Including negative keywords prevents irrelevant clicks and saves you from wasting budget.

For example, if you’re advertising high-end electronics, you might want to exclude terms like “cheap electronics” or “discount laptops” to avoid attracting price-sensitive shoppers. Regularly updating your negative keyword list helps ensure you’re reaching the right audience and using your ad spend efficiently.

Analyse and prioritize

Now that you’ve got your keyword list narrowed down, it’s time to analyze it. Not all keywords are worth the same, and prioritizing them is key to getting the most out of your budget. Look at metrics like search volume, competition and relevance to your campaign goals.

High-volume keywords might seem attractive, but they’re often more competitive and expensive. Consider mixing in some lower-volume, long-tail keywords that have higher intent and lower costs. By prioritizing your keywords effectively, you can maximize your campaign’s performance while keeping costs under control.

Analysing and selecting keywords

Now that you’ve gathered a list of potential keywords, it’s time to refine them by analyzing key metrics like search volume, competition and cost-per-click (CPC). This data will help you choose the best-performing keywords for your campaign, ensuring you invest in terms that are both relevant and cost-effective.

Volume

Search volume gives you an idea of how many people are searching for a term. High-volume keywords can drive lots of traffic, but it’s essential to weigh this against competition and cost. Sometimes, lower-volume keywords with higher intent can be more valuable than broad, high-traffic ones.

Competition

Competition refers to how many other advertisers are bidding on the same keywords. Higher competition often means higher costs, but that doesn’t necessarily mean you should avoid these keywords altogether. Instead, weigh the competition level against your budget and potential return, so you can find the right balance.

Cost-per-click (CPC)

Selecting keywords with an affordable CPC is key to staying within your budget. While it’s tempting to go for high-volume, high-competition keywords, these often come with a high CPC, which can eat into your ROI. Instead, focus on keywords that offer a good balance of volume and cost.

Buyer intent

Keywords that reflect buyer intent are gold in PPC campaigns. For example, terms like “buy,” “review,” or “best” often signal strong intent and readiness to convert. Prioritize these keywords to boost your campaign’s effectiveness.

Monitoring and adjusting PPC keywords

Once your campaign is live, the work doesn’t stop there. To keep it optimized, you’ll want to regularly monitor and adjust.

Regular performance analysis

Track key metrics like click-through rate (CTR), conversions and CPC to see which keywords are performing well and which need adjusting. Monitor trends over time and be ready to tweak your campaign to maximize its effectiveness.

A/B testing for keywords

Try testing new keywords, different match types or new ad copy to see what drives the best results. Over time, you’ll be able to refine your strategy and achieve better performance.

Adjusting based on trends

Trends change, and so do search behaviors. Adjusting your keywords to reflect your audience’s changing preferences will keep your campaign relevant.

Expanding negative keywords

As you collect more performance data, regularly add new negative keywords to your list. By identifying terms that aren’t converting or are attracting the wrong audience, you can further refine your targeting and make your campaign more cost-effective.

Common PPC keyword research mistakes to avoid

Even the best campaigns can run into some common challenges. Here are some pitfalls to watch out for.
H3: Ignoring negative keywords
Failing to use negative keywords can lead to wasted budget. Make sure you’re regularly updating your negative keyword list to prevent irrelevant clicks and keep your ads focused.

Focusing only on high-volume keywords

High-volume keywords aren’t always the best option. They often come with high costs and can attract less qualified traffic. A balanced mix of high-volume and long-tail keywords is usually more effective.

Neglecting long-tail keywords

Long-tail keywords are typically less competitive and more affordable, but they’re often overlooked. These keywords can drive highly targeted traffic and lead to higher conversions.

Not regularly updating keywords

Keyword lists can quickly become outdated. If you’re not regularly updating your list, you might miss out on new opportunities or waste money on irrelevant terms.

Keep optimizing your keyword strategy for PPC success

PPC keyword research is a continuous process. By starting broad, narrowing down and regularly monitoring your keywords, you can keep your campaigns running efficiently. Remember to use match types wisely and never underestimate the power of negative keywords.

Ready to get more out of your PPC campaigns? No matter your growth stage, Channable provides all the key solutions businesses need to successfully advertise on Google, Amazon and Bol. Find more information here.