How To Choose A PPC Keyword

How To Choose A PPC Keyword

To choose the right pay per click keywords, it will depend on your business goals, audience, and the market. Each of these variables should impact your decision on selecting the right keywords for your PPC ads, which will ultimately impact your results.

Keywords must be selected strategically to effectively put your PPC advertisement in front of the right audience at the right time. Keywords sets online user expectations, as the enter relevant keywords or phrases into search queries to see your ads. Therefore, if you are promoting your goods and/or services and want to be efficient it is important to select the right PPC keywords.

Your keyword selection process will be a trail and error process. However, by following our useful tips on selecting the right PPC keywords, you will be able to limit your losses and maximize your return on investment.

7 Useful Tips On Choosing PPC Keywords

Not every keyword will work for your business. You may find out that majority of your keywords are not worth pursuing, but rather have a select few that drive in majority of your website’s traffic and business. As result, it is best for you to strategize your PPC keywords to help maximize your desired results.

Understand Your Business Goals

The first step of choosing the right PPC keyword is knowing what you are trying to accomplish. For example, if decided to promote a specific service, then it will require a different approach then something broader. By knowing what your business goals are will help you determine who you want to target, which determines who you compete with, how much you need to bid, etc.

business goals

Discover Your Audience

You should be strategic with your keywords to effectively target only your specific audience. There are different types of PPC keywords you may want to use based off your audience search intent such as:

  • Transactional: keywords to use if you audience is ready to buy. For example, buy now.
  • Navigational: keywords to use when you audience is looking for a particular product or brand and need to be directed to your brand. For example, JMF Digital Marketing
  • Informative: keywords to use if you audience is seeking information. For example, top rated or compare price.
  • Geographical: keywords to use to target a specific audience within a given location. For example, Los Angeles & Orange County.

By knowing your audience search intent, you can select the right words to drive more traffic to your business, be more competitive, create a better user experience, and improve your quality score.

Know Your Market

Depending on what goods, services, or information you are trying to solicit with your ads will ultimately determine which PPC keywords you select, which will determine what PPC markets you will enter. Each keyword or phrases have their own competitors fighting for a scarce amount of quality leads. Some keywords or more competitive than others, which influences the price of competitive bids.

As a result, you must be strategic on the PPC keywords you wish to select. Often, it may not be recommended to pursue certain keywords. To learn more read our blog post, “Are Pay Per Click Ads Worth It.”

We recommend you select keywords that are not to inflated in price, not to competitive and will deliver you results. Be specific if you want quality leads and traffic or be broad if you are looking for exposure and brand awareness.

It is also important that you scope out your competition. Your competition will determine if you even need to rank for the top spots if they are irrelevant to what your users are searching for. Furthermore, it may create opportunity for you to improve or change things with your ads or keyword strategy.

Other factors to consider are seasonality and geographic variance. Some goods and services are more in demand in certain areas and times of the year. Strategize your PPC keywords to reflect the changes and demands of the market.

Select The Right PPC Keyword Match Types

There are several types of PPC keyword match types that should be used based of your business goals, budget, strategy, and market.

  • Broad: should be used if you are trying to maximize your online presence and reach as many users as possible. However, you may get a lot of irrelevant traffic because you are ranking for a variety of keywords and phrases related to your selected keyword. For example, “construction” will have you rank for keywords such as residential construction blog posts.
  • Broad Modifier: this match type is less broad but can still help you a large but more specific audience. For example, “red + shirts” will have you bid for keywords such as red shirts with designs.
  • Phrase: this match type is probably the best option in most cases, it enables you to reach a decent size audience that is specific to what you are targeting. Especially, if you know how you consumers search for your goods and services. For example, “letterman’s jackets” will have you rank for keywords like red letterman’s jackets near me or some form of very similar variation.
  • Exact: this match type is very useful if you want a very specific online user. However, it can be very narrow, which will only attract such a small audience. For example, “pizza” will only have you rank for the word “pizza” or some very similar variation.
  • Negative Keyword: these are keywords that will protect you bidding for irrelevant keywords. It can help you protect your bottom line.

The broader the keyword, the more you will spend in volume at a lower rate compared to a more specific keyword at a higher rate and at a smaller volume. If you are on a strict budget, then go with a more specific keyword approach rather than a broad one.

JMF Digital Marketing How do I Find the Best Keywords for My Business?

Consider Keyword Length

The length of your keywords matters according to Statista, more than 80% of the average online search terms for online search queries are done with two words (40%), followed by three (22%) and one (20%) word.

The shorter your target keywords the more broad and higher search volume you will receive. Versus, long tailed keywords which are more specific and have a lower search volume. Shorter keywords tend to have more competition than longtail words which makes them more appealing to smaller business, that can afford to compete.

JMF Digital Marketing How do I Find the Best Keywords for My Business?

Avoid Smart Or Automated Bidding

Setting you bids up for smart or automated bidding is setting yourself up to fail. To effectively learn and grow your PPC ads to meet your business goals, audience, and be competitive, then you should manually bid for your selected keywords.

From our experience smart bidding does not work because it places your ad because it can eat up your budget. You do not have to be in the number one spot to win, and you do not have to out bid everyone to win. This freedom of human knowledge can give you a competitive advantage against other who use automated bidding.

Manual bids give you the flexibility of adjusting to a consistent bid price for your selected keywords. From our experience, if you bid too low you do not rank, if you bid to high you’re probably wasting more money than you have to or bidding for too many irrelevant keyword terms. As a result, it is better to do it manually.

Continue To Optimize Your Keywords

The PPC keyword market change overtime, with new entrants, price inflation/deflation, seasonal trends, etc. Therefore, it is important for you to continue to optimize your keywords overtime to maintain a competitive advantage.

Eventually, you will develop a larger list of negative keywords and your ads will become more optimized. Perhaps, you may add or remove keywords based off what is working best for you. Ultimately, your competitors will adapt and so will you.

Key Takeaways: How To Choose A PPC Keyword

To choose PPC keywords for your ad campaigns you must know what you are trying to accomplish, who your target audience is, and the keyword market for your selected keywords. If you are looking to maximize your results you need to strategically pick your keywords.

PPC keywords need to be based off your business goals, whether you are looking to improve brand awareness or draw in sales. Additionally, they must be tailored to your audience, which includes their search intent, geographic presence, needs, desires, etc.

PPC keywords have their own markets, which includes their own prices, competitors, and users. Think of this as supply and demand, you want to target keywords in high demand with low supply that are relevant to your audience and your goals.

Furthermore, you want to select the best keyword length and match type to reach your customers. In addition, you want to manually bid for your selected keywords and continue to optimize them overtime.

If you follow are tips, then you will have a better change at meeting your goals and becoming more competitive in your PPC ad efforts. If you are interested in PPC ad setup and/or management, then contact JMF Digital Marketing today.

Get Started Today With JMF Digital Marketing

If you are interested in digital marketing, then contact us today. We are experienced in helping small businesses meet their business goals through digital marketing. 

JMF Digital Marketing specializes in website design, pay per click advertisement, and, search engine optimization. Learn how we can help you expand your business, increase sales, and get you customers you want to work with.

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