What Is the Best Way To Choose Keywords for PPC?
Every effective digital marketing plan has to include a solid (positive return) pay-per-click campaign. PPC works well with SEO and content marketing to make sure your company is seen by the right people.
You drive traffic with carefully picked search terms, but what is the best way to choose keywords for PPC ads?
Here’s a quick guide to get you started.
The Best Way To Choose Keywords for PPC
To start creating a strategy for this type of marketing, you need to understand what it is.
With a pay-per-click ad, the advertiser pays a fee each time a user clicks the ad.
PPC is typically used to direct traffic to websites to encourage sales and conversions.
There are several platforms that offer PPC advertising, including Google Ads, Bing Ads, LinkedIn Ads and Facebook Ads.
These platforms allow advertisers to create ads, set a budget, and target their ads to specific users based on demographics, interests, and other factors.
PPC advertising can be a cost-effective way for businesses to reach their target audience, allowing them to bid on keywords or phrases that are relevant to their products or services.
When users search for the selected keywords or phrases, the advertiser’s ad may show up in the search results.
Since your ad placement and budget will depend on your keywords, it’s easy to see why you need a strategy to choose the right keywords.
There are several factors to consider when choosing the best keywords for your needs.
The best way to choose keywords for PPC ads is to think of words and phrases relevant to your business and the products or services you offer.
This helps ensure that your ads are shown to users who are interested in what you have to offer. There are many tools available to jumpstart this process, including the Google Keyword Planner.
Consider the number of people who are searching for the keywords you are targeting.
Keywords with higher search volume may be more competitive, but they may also be more effective in driving traffic to your website. Between transactional, informational and navigational search, you’ll want to balance brand awareness searches vs. sales/value based ones.
Research the cost-per-click for the keywords you are considering.
Keywords with a higher CPC may be more expensive, but they may also be more effective in generating leads or sales.
Google Ads (AdWords), among many variables to determine quality – uses a ‘Quality Score’ metric to determine the relevance and effectiveness of your ads, keywords and landing pages (your content and congruence to the ad).
Keywords with a high Quality Score may have a lower CPC and may be more likely to appear in a higher position in the search results.
Note: QS is only part of the equation as mentioned, so make sure to have complete insights to all your metrics and important touch points (e.g. ‘conversions’ and ‘sales metrics’).
When picking the keywords you will target, you need to balance all of these factors.
Having great keywords that are very relevant but cost too much may limit how far your budget goes, while using cheap keywords that aren’t high-quality will hurt your traffic and sales.
Learn the Best Way To Choose Keywords for PPC and Start Growing
PPC marketing can be a great asset to your company’s growth plan if you do it the right way.
When you aren’t sure about the best way to choose keywords for PPC, there is help: At Chaosmap we are focused on helping you increase traffic in a way that supports building revenue.
Reach out today and find the keywords that are worth your money.
Jon Rognerud and Chaosmap work with Fortune 500 companies, small business and entrepreneurs to create digital traffic strategies that scale up customers, leads and sales with profitable returns. Mr. Rognerud wrote a best-selling book (Buy On Amazon), “The Ultimate Guide To Optimizing Your Website” (Entrepreneur). Connect directly here.