Google’s Keyword Planner tool is an invaluable resource that provides additional keyword ideas and estimated traffic volume:
The competition indicator gives you a better idea of how many other advertisers are bidding on those same terms. More competition means you will have to pay more to have your ad displayed in the top positions.
The ideal keyword you should be looking for are those that are high-volume with medium to low competition. These are the type of keywords that can help drive substantial traffic to your PPC campaign without burning through your budget.
If you have a limited budget, you may want to consider dropping keywords that have high competition. Consider using additional tools such as Ubersuggest to expand your list and discover new terms that have the perfect balance between traffic and competition.
ORGANIZING YOUR KEYWORDS
Using Keyword Planner along with other keyword tools should give you an impressive list to work with. The next step is to sort the keywords into smaller, targeted groups that are related to each other. Creating ad groups in this matter allow you to create more effective ads for your campaign.
A highly targeted campaign should match the categories on your site. Here is an example:
- Brand: Nike running shoes
- Brand: Puma running shoes
- Generic: Running shoes
- Generic: Jogging shoes
- Generic: Sportswear
- Generic: Fitness treadmills
Focused ad groups is highly advantageous as it helps you better measure the performance of each keyword and create more relevant ads. But perhaps the biggest advantage is the impact that it has on Quality Scores. Even if you pay less to bid on certain keywords, Google may place your ads higher than a competitor who is paying more if your ads are more relevant and have a higher Quality Score.
Here you will learn more about the keyword research process including how to find the right keywords to target and how to refine your list.
ADD NEGATIVE KEYWORDS
Another important aspect of every PPC campaign is negative keywords.
These are keywords you can add to your list to prevent your ad from displaying for certain keywords or phrases. For example, someone searching for “free” would not be an ideal customer so you would want to eliminate that type of traffic from your campaign. Adding negative keywords to your list helps to remove irrelevant traffic and increase conversions.
Google provides a list of words that searchers type in every time your ads are displayed. Look through these reports to identify any words that are not a good fit for your campaigns. For example, if you sell a higher-end product or service you may want to include negative keywords such as “free” or “cheap”.
We will look at how to compile a negative keyword list in the next section.