How to Do PPC Keyword Research for Your Ad Campaigns

Pay-per-click (PPC) advertizing connected Google and Bing relies heavy connected PPC keyword research.

In this article, you’ll study really to prime nan correct keywords to get your trading campaigns successful beforehand of nan highest number of imaginable customers.

PPC Keyword Research: 3 Key Considerations

The occurrence of a PPC run depends connected respective factors, including nan keywords used. To maximize your results, see nan pursuing aspects erstwhile doing keyword investigation for PPC. 

1. Search Intent

Your target hunt position and hunt intent should align pinch your run goals.

Together, these 2 factors find nan number of impressions and clicks your advertisement mightiness person based connected nan hunt advertisement algorithm. 

They besides play a domiciled successful your cost per click (CPC).

Search intent indicates nan type of hunt a personification is performing. 

It’s mostly grouped into 4 categories:

• Informational: The personification wants to study much astir a taxable aliases product
• Navigational: The personification wants to find a circumstantial website, page, aliases location
• Commercial: The personification wants to investigation circumstantial services, products, aliases brands
• Transactional: The personification wants to return action, for illustration make a purchase

Use Semrush’s Keyword Overview to find a keyword’s hunt intent. 

Click “SEO” > Keyword Research” > “Keyword Overview” from nan left-hand navigation of your Semrush instrumentality dashboard. 

Then, participate your keyword, prime nan target location, and click “Search.”

You’ll spot nan hunt intent of your chosen keyword successful nan default “Overview” study that appears.

Keywords pinch much commercialized aliases transactional intent thin to make much conversions. 

The mentation is simple: 

Visitors pinch transactional intent are person to making a acquisition erstwhile they spot and click connected your ad.

So, if they hunt for “life jackets,” they’re astir apt shopping for one. 

Basically, they’re fresh to buy. You conscionable request to springiness them that last push to return action. 

On nan different hand, those searching for “swimming safety” aliases akin position are astir apt looking for information. 

At this point, their intent is informational and not transactional—so they’re little apt to acquisition correct away. What you should do is springiness them nan accusation they request to move further down nan sales funnel.

Further reading: ToFu, MoFu, BoFu: A Practical Guide to nan Conversion Funnel

Search intent is besides important because of Google’s Quality Score guidelines.

According to Google Ads documentation, Quality Score is “a diagnostic instrumentality meant to springiness you a consciousness of really good your advertisement value compares to different advertisers.”

It’s a people from 1-10 Google assigns to your ads based connected 3 factors:

• Expected click-through rate (CTR): How apt it is that a personification will click connected your advertisement based connected nan advertisement transcript and keyword targeting
• Ad relevance: How intimately does your advertisement matches nan hunt intent
• Landing page experience: Your website layout, performance, and wide experience

A higher Quality Score intends your advertisement is much apt to look toward nan apical of nan hunt motor results page (SERP). Your Ad Rank score is mostly wished by your Quality Score and advertisement relevance. 

Which intends you’ll salary little for each click.

This is why it’s important to take keywords pinch hunt intent that aligns pinch your offer.

2. Search Volume

Select keywords pinch a precocious search volume and hunt intent that aligns pinch your run goals and your budget.

This helps to summation your clicks and conversions.

Search measurement is simply a metric that estimates nan number of times users hunt for a fixed keyword (or related keywords) complete a definite play of clip (usually monthly).

You tin cheque nan hunt measurement of a keyword successful nan Keyword Overview instrumentality (as good arsenic Google’s Keyword Planner).

For example, successful Keyword Overview, “life jackets” has an estimated monthly hunt measurement of 18,100.

Your advertisement appears erstwhile users hunt 1 of your targeted keywords. The hunt measurement of nan keywords you prime determines really often your advertisement tin show to users. 

This is called impressions.

If your PPC advertisement shows up much often, past much users person a chance to click connected it.

There is, however, an inverse narration betwixt hunt measurement and buying intent. Keywords pinch higher hunt measurement thin to beryllium much wide and truthful person little conversion rates.

There are 3 categories of keywords:

1. Head terms: Broad lucifer keywords pinch precocious hunt volumes. They often dwell of 1 aliases 2 words, for illustration “shoes” aliases “life jackets.”
2. Medium-tail: More circumstantial keywords pinch bully traffic. These usually dwell of 2 to 3 words, specified arsenic “cheap business laptops” aliases “yoga wellness benefits,” and are much circumstantial than wide lucifer keywords. 
3. Long-tail: Detailed aliases circumstantial keywords pinch little hunt volumes. They often dwell of 3 words aliases more, specified arsenic “women's bluish moving shoes” aliases “red life jackets for young children.”

Broad lucifer keywords are much generic than medium- and long-tail keywords. For example, hunt position for illustration “men’s shoes” aliases “hatha yoga” are not arsenic circumstantial arsenic “men’s shoes size chart” aliases “hatha yoga classes adjacent me.”

Therefore, they thin to person a higher hunt measurement and are much difficult to rank for. Which drives PPC costs up. 

3. CPC

When it comes to keyword PPC research, you’ll want to take keywords that align pinch your trading fund and run goals.

The costs to tally your PPC run is wished by nan number of clicks your ads person and nan CPC.

You tin find nan CPC of circumstantial keywords pinch nan Keyword Overview tool. 

For instance, nan CPC of “life jackets” is $0.46.

This is nan magnitude you get charged each clip a personification clicks connected your ad. 

Important: 

Consider nan full magnitude you tin spend to spend—including which circumstantial keywords to bid on.

Let’s opportunity you person a fund of $100 per period to walk connected ads. You mightiness want to target keywords pinch a CPC of $0.50-$1 alternatively than $20 per click.

Google Ads will find wherever your ads look successful hunt results based connected these factors. But that doesn’t mean you must salary an limb and a limb to get maximum visibility. 

Instead, optimize your transcript and take little competitory keywords. 

Ultimately, nan champion keywords for your run will make a greater return connected finance (ROI). 

Test higher CPC keywords to spot really their conversion complaint compares to little CPC keywords. 

Why?

Because it’s imaginable that nan 5 clicks you person from $20 hunt queries make much conversions aliases gross than 100 clicks connected $1 ads.

PPC vs. SEO Keyword Research

PPC and SEO require keyword investigation and nan process for some is similar. But nan attack to evaluating and choosing keywords is often different. 

What makes a keyword “good”?

SEO and contented trading are utilized to scope buyers passim their acquisition journey. 

So earlier they’re fresh to buy, informational keywords whitethorn beryllium successful order. 

In statement pinch nan erstwhile example, deliberation “swimming safety,” “when to bargain a caller life jacket,” aliases “life overgarment sizes.”

PPC campaigns, connected nan different hand, mostly usage position that thrust contiguous income aliases conversions.

But what is PPC keyword investigation successful nan first place? 

This process is each astir identifying applicable keywords to bid connected erstwhile moving online advertizing campaigns. 

For example, an online shop trading h2o sports instrumentality whitethorn target keywords for illustration “buy life jackets online” aliases “life jackets for children.” 

Digital trading strategies usually see some SEO and PPC campaigns. Each 1 requires its ain attack to optimization to guarantee a precocious ROI.

Wondering really to do keyword investigation for PPC connected your own? 

Try this step-by-step approach.

How to Do PPC Keyword Research

Step 1: Brainstorm Keywords

Different keywords will output different results successful position of advertizing costs, run results, and visibility.

With that successful mind, commencement nan PPC keyword investigation process by looking up applicable keywords. 

First, see what you already know.

What products aliases services do you sell?

What different words mightiness a searcher usage to picture your products aliases services?

Let’s spell backmost to nan “life jackets” example.

You mightiness travel up pinch a database of keywords like:

• Life jackets
• Life vests
• Life preservers
• Floatation jackets

Don’t interest astir identifying each of nan imaginable modifiers astatine this stage. It would beryllium intolerable to brainstorm each keyword that’s applicable to your niche.

These are conscionable a starting constituent arsenic you hole for nan adjacent step.

Step 2: Conduct Keyword Research

Use your database of keywords to observe much keywords and behaviour research. 

Head to nan Keyword Magic Tool to find caller keyword ideas. 

In nan left-hand navigation, click “Advertising” > “Keyword Research” > Keyword Magic Tool.”

Type successful a keyword, participate your domain name, and click “Search.” 

Keyword Magic Tool will return keyword suggestions based connected your first keyword. 

Review nan database to find nan champion keywords that align pinch your PPC campaign’s goals.

Consider factors specified as:

• Search volume: Choose keywords that users hunt frequently. This ensures your ads person capable imaginable assemblage to warrant your investment.
• Personal Keyword Difficulty (PKD%): Look for keywords wherever your tract tin easy rank, indicated by a little PKD%. This people reflects really reliable nan keyword title is for your domain to look successful nan apical 10 results of hunt motor results pages (SERP).
• CPC: Assess nan disbursal for each click connected your ads. Maximize your fund by opting for keywords that connection a bully equilibrium betwixt costs and conversion potential.
• Competitive density: Look for keywords pinch less advertisers bidding. Lower title tin thief you unafraid advertisement placements astatine reduced costs.
• Search intent: Prioritize keywords pinch commercialized (researching products) aliases transactional (ready to purchase) intent. Which are much apt to lead to sales.

Click nan checkbox adjacent to each keyword you see useful for your campaign.

When you’re vanished browsing done nan suggestions, click “Add to keyword list” > “Create caller quiet list.” 

In nan matter container that appears, type a sanction for your database and click nan greenish cheque mark.

And that’s really you build a database of keywords you want to target. 

Add immoderate further applicable keywords to that list, and later shape them by hunt intent, hunt volume, nan ads they fit, and different criteria. 

Type nan adjacent keyword from your original database (step one) successful nan hunt container astatine nan apical of Keyword Magic Tool. 

Click “Search” and repetition nan process for each of your target keywords.

Now, it’s clip to grow your hunt by analyzing competitor keywords.

Step 3: Analyze Competitor Keywords

Learn what keywords different sites successful your niche aliases manufacture are bidding on. These keywords could beryllium valuable for your business, too.

For this, we’ll usage nan Advertising Research tool.

From nan left-hand navigation, spell to Advertising” > “Market Analysis” > “Advertising Research.” 

In nan matter box, type nan URL of a competitor and click “Search.”

You’ll spot an Advertising Research study for nan website you typed in. Which opens nan “Positions” tab by default.

Under “Paid Search Positions,” you’ll get a database of nan keywords wherever nan competing website’s ads appeared complete a circumstantial clip period—such arsenic 30 days. And each ad’s landing page URL.

Review nan keywords to spot what mightiness activity for your campaign. Check immoderate applicable keywords to export them into a abstracted archive aliases spreadsheet. Like this:

Repeat this process for different competing websites successful your niche. 

To find much competitors, caput to nan report’s “Competitors” tab. 

Under “Paid Competitors,” you’ll spot a database of websites nan analyzed domain competes against successful Google’s paid hunt results.

After you’ve analyzed applicable competitors, adhd their keywords to nan database you created successful measurement two. 

Here’s how.

In nan left-hand navigation, click “Advertising” > “Keyword Research” > “Keyword Strategy Builder”(previously Keyword Manager).

Then, click connected nan sanction of nan keyword database you created successful Keyword Magic Tool successful measurement two. 

Click “Add keywords.”

Copy and paste nan keywords from your competitory study into nan box. Then click “Add keywords.”

You should now person a reasonably beardown action of applicable keywords to see for your advertisement campaign. 

Step 4: Create a Final Keyword List

Keyword groups shape related position and topics to springiness your PPC run structure.

Now that you person a database of keywords, usage PPC Keyword Tool to analyse your keywords and shape them into advertisement groups. 

Open “Keyword Strategy Builder.” Find nan sanction of nan keyword database you created (steps 2 and three) and click connected it.

On nan Keyword Strategy Builder page, click “Send keywords.” Select “All” and “PPC Keyword Tool.” Then, click “Apply.” 

If you spot a model prompting you pinch a “Set up PPC Keyword Tool” button, click it.

In nan matter container connected nan PPC Keyword Tool page, type nan URL of your website—this will beryllium nan sanction of your PPC project. Click “Set up.”

You’ll spot nan “Add keywords” window. Click “Manually.” 

Now, type 1 of your keywords into nan matter box—it doesn’t matter which one. Click “Add.”

Click “Location.”

Click nan “Country” drop-down paper and prime nan country. 

If your ads target a circumstantial region aliases city, prime them from nan applicable drop-down menus. Then click “Start PPC Keyword Tool.”

Now, spell backmost to nan “Keyword Strategy Builder” page to nonstop your keywords. 

At this point, you’ll get a punctual to “Send To PPC Keyword Tool.” 

From nan drop-down menus, prime nan website task that you conscionable created. Then, take “Default campaign” and “Default group” nether “Campaign” and “Group.” Click “Send keywords.”

You should spot a connection that says “Successful.” Click “Go to PPC Keyword Tool.”

Finally, click nan URL of nan website task you conscionable created. 

You’ll spot your afloat keyword database wrong nan PPC Keyword Tool.

Step 5: Create Keyword Groups

Organize your keywords into campaigns and advertisement groups to make it easier to way and negociate your advertisement spend. 

Ad groups let you to building your PPC campaigns successful a measurement that aligns intimately pinch your trading objectives. Ensuring each group targets a circumstantial assemblage aliases theme.

This strategical segmentation enhances your advertisement relevance and improves nan ratio of your spending.

Use nan PPC Keyword Tool to quickly create and set advertisement groups earlier you upload them into Google Ads.

To adhd keywords to a caller group from nan “PPC keyword tool” page, click “+ Group” from nan database connected nan left.

In nan matter box, type nan sanction of nan caller keyword group you’re creating, past click nan cheque mark.

Select nan checkbox adjacent to each keyword you want to adhd to this group.

Click “Actions” > “Move to group.”

Click nan “Group” drop-down paper from nan “Move keywords to group” model that appears. Then, click nan sanction of nan group wherever you want to move nan keywords. 

Finally, click “Move to group.”

Organize your keywords into groups that make it easy for you to way and negociate them. 

For instance, you tin group keywords by:

• By merchandise aliases service: This makes it easier to tailor your advertisement transcript and landing pages straight to personification hunt intents
• By customer intent: Separate keywords by nan buying shape they represent, specified arsenic awareness, consideration, aliases decision. This helps target nan correct ads to nan correct assemblage astatine nan correct time.
• By demographic: If your products entreaty to different demographic groups, see separating keywords by demographic indicators for illustration age, gender, aliases location

Let’s opportunity you want to target different purchaser personas. You tin shape your keywords into categories specified arsenic “women’s sports apparel,” “men’s casual wear,” and “children’s acquisition toys.”

Each class should bespeak nan circumstantial hunt behaviors and preferences of these groups. Allowing you to tailor your ads for maximum relevance and impact.

Step 6: Adjust Keyword Matching and Negative Keywords

Choose nan correct keyword matching strategy and adhd antagonistic keywords to your campaigns to thief protect your advertisement budget.

Depending connected nan type of keyword lucifer you choose, your ads could show up for a assortment of keyword searches. Negative keywords show Google Ads erstwhile not to show your ads.

First, let’s dive into nan keyword lucifer types.

There are 3 main lucifer options successful Google Ads:

1. Broad match: Matches immoderate keyword aliases hunt building that Google considers to beryllium intimately related to nan word you’re targeting. For example, “life jackets” mightiness lucifer “life vests” and “water flotation devices.”
2. Phrase match: Matches immoderate hunt query that contains your target phrase, moreover if it has further words earlier aliases after. It’ll besides lucifer somewhat modified variations of nan aforesaid position (e.g., “life jackets” mightiness lucifer “children’s life jackets” and “red life vests”).
3. Exact match: Only matches nan nonstop query aliases synonyms arsenic you’ve described them. In this case, you mightiness specify “life jackets” and “life vests.”

Change nan lucifer type for keywords connected your database utilizing nan PPC Keyword Tool. 

In nan left-hand navigation, click “Advertising” > “PPC Keyword Tool,” and click connected your task of choice. 

Then, click nan drop-down navigation from nan “Match type” column. (By default, it will opportunity “Broad match.”) Click connected different lucifer type from nan list. 

Keywords that we do not want to trigger ads successful our campaigns are called antagonistic keywords. 

In nan PPC Keyword tool:

Click nan “Negatives” toggle. Then click “+ Negatives” > “Manually.”

In nan matter box, type aliases paste a database of antagonistic keywords. Click “Add.” When you’re done adding keywords, click “Add keywords.”

Consider adding antagonistic keywords for things like:

• Brand names that you don’t waste (e.g., “nike”)
• Types aliases options you don’t connection (e.g., “child”)
• People searching for coupons, deals, aliases freebies (e.g., “coupon,” “free tools”)

Use nan cross-group negatives characteristic successful nan PPC Keyword Tool to automatically make antagonistic keyword suggestions. This helps you debar overlap betwixt your advertisement groups and campaigns. 

To do this, click nan “Cross-group negatives” button.

When your run is running, you’ll spot a database of hunt position successful your Google Ads relationship that triggered your ads. Use nan information from nan hunt position study to adhd antagonistic keywords.

This helps to amended run capacity by excluding unintentional placements.

Step 7: Export Your PPC Keyword Campaign

Semrush’s PPC Keyword Tool makes it easy to export your keyword lists and import them into Google Ads. 

In nan top-right corner, click nan “Export data” button. Choose “All.” 

Select nan run from nan drop-down menu. Then, take “Keywords + Negatives” from nan “Report” drop-down menu. Click “Export to CSV.”

Save nan record to your section drive.

Now, let’s upload it to Google Ads. 

Open Google Ads Editor. 

Go to “Account” > “Import” > “From file.”

Locate, select, and upload nan CSV record you saved earlier. Google Ads Editor will process nan CSV file.

Review imaginable errors and make nan basal adjustments. This whitethorn impact mounting nan default max. CPC, max. CPM, etc.

Once done, reappraisal nan changes and complete nan setup.

This will merge your recently refined keywords into your Google Ads campaigns.

Step 8: Monitor Your Campaigns and Update Your Keyword Lists

Keyword investigation doesn’t extremity erstwhile you motorboat your Google Ads campaign.

Because you salary for each click you receive, you want to continuously show nan keywords that trigger your ads. 

Here are immoderate cardinal metrics and aspects you should attraction on:

• Conversion rate: Measure really often a click connected your advertisement leads to a conversion
• CPC: Monitor really overmuch you are paying for each click. An expanding CPC could bespeak accrued title aliases changes successful bidding strategy.
• Wasted spend: Check for keywords that costs money but do not lead to conversions. Adding these arsenic antagonistic keywords tin trim waste.
• Quality Score: Google rates nan value and relevance of your keywords and ads. It affects your CPC and advertisement position. A precocious Quality Score intends your advertisement meets your audience’s needs much effectively, perchance lowering your costs.

Monitoring nan supra will thief you make informed decisions to refine your PPC strategy and amended run performance.

Generally, you should look astatine nan hunt position that trigger your ads successful Google Ads. This will thief you spot what existent queries bring up your ads.

Then, adhd caller high-performing keywords based connected your learnings. Or region low-performing ones to optimize your advertisement spend.

Use nan Semrush PPC Keyword Tool, Google Ads Editor, aliases Google Keyword Planner to update your campaign.

PPC Keyword Research FAQs

Does PPC Affect SEO?

No. Running PPC campaigns does not straight effect your site’s integrated rankings and SEO. But galore companies usage some strategies for a broad attack to integer marketing.

Is PPC Cheaper Than SEO?

There are excessively galore factors to opportunity for judge which strategy is cheaper.

For PPC campaigns, you must see nan costs to behaviour research, create a strategy, and tally nan ads. Then adhd successful what you salary for each click.

With SEO, location are costs for experts to create and execute a semipermanent strategy. Plus things for illustration contented writing, design, and website UX.

Is PPC Easier Than SEO?

PPC outcomes are often much predictable than SEO. But that doesn’t ever make it easier.

While nan basal process of mounting up and moving campaigns whitethorn look simple, title tin beryllium fierce. And location are algorithms and Ad Rank calculations to understand successful bid to optimize your run performance. 

How Do I Find Good PPC Keywords?

Similar to SEO keyword research, PPC keyword investigation requires immoderate method know-how and nan correct tools. 

For starters, usage a instrumentality for illustration Google Keyword Planner aliases Semrush’s Keyword Magic Tool to do keyword investigation for PPC campaigns. 

After that, travel nan steps outlined successful our PPC keyword investigation guideline to get your strategy right.

Which Tool Is Used for PPC Keywords?

Semrush offers a suite of PPC keyword investigation tools. Keyword Overview, nan Keyword Magic Tool, and nan PPC Keyword Tool thief you uncover and analyse high-performing keywords. 

These broad PPC keyword investigation devices let you to research imaginable keywords, understand competitory metrics, and refine your advertisement campaigns for amended results.

Sign up for a free Semrush relationship to raise your PPC campaigns’ occurrence rate.