PPC Keyword Research
Keywords are at the foundation of any PPC campaign.
Target the right keywords and you attract more conversions for your business. But target the wrong ones and you can expect an abysmal return. So how do you find the right keywords for your campaign? Most importantly, how do you find keywords that actually drive sales?
It starts with understanding your market.
Knowing the keywords that potential customers are searching for is absolutely invaluable. It puts you in a far better position of driving more views to your ads. And ultimately getting a far better return than simply taking guesses (which is how most campaigns tend to start out).
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.
BRAINSTORM A KEYWORD LIST
A good place to start is the landing page that the ad will be linking to. Start by brainstorming a list of relevant keywords that directly relate to the products or services you offer.
It helps to look at example to see how these all fit together:

Brand: These are keywords that contain brand names or trademarked terms. Bidding on these means that your ads display whenever someone searches for a competitor’s business name. Brand keywords can be very expensive and may not worth it unless you have a modest budget.
Generic: These are the most common type of keywords to bid on and are related to products or services offered.
Related: While not necessarily related to the products or services you offer, related keywords complement them. A related term for a landing page promoting only tables might be “chairs”.