Keywords: Selection of keywords

All you need to know about keyword selection for your PPC or Adwords Campaign

It all starts with words or phrases typed into a search box.

Keyword research is one of the most significant, substantial, worthy, and high return practices in the search marketing domain. Ranking for the appropriate keywords can literally lead to the progress or lapse of your website. By investigating on your market's relevant keywords, you can not only know about which words and phrases to target with Search Engine Optimization, but also get to know more about your ideal buyers as a whole.

It's not always about getting as many numbers of visitors to your website, but about getting the potential type of visitors. The value of this intelligence cannot be exaggerated; with keyword research you can anticipate shifts in demand, could respond to modifying market conditions, and generate the content, goods, and services that web searchers are interestingly looking for. In the field of digital internet marketing, there has never been such a low hurdle to introductions in understanding the impulses of buyers in virtually any niche.

The foundation of any victorious PPC campaign is keyword research – selecting the best keywords to bid on that are possibly to outcome in increasing clicks and conversions. Keyword research is actually 50% science and 50% art, meaning that it is about using the sundry tools for your use, but also simultaneously learning your customer’s search and seek patterns and anticipating which terms or phrases they would actually be typing into the search box. This is by a good deal one of the best ways to make sure that your ads get visible at the right place and at the right time: when searchers are looking for the types of products or services you offer.

Under this lesson, we will make you understand about a set of practices and keyword research strategies to help you procure, possess, and process your PPC keywords, all in the service of effectively targeted and more productive pay-per-click campaigns.

Activate with: Conceptualizing a PPC Keyword Catalogue

Getting started for keyword research should begin with the website landing page(s) to which your ads will be linked. Start by examining each web page and planting appropriate keywords from the text. Supposing you have a website with a high-quality and substantially written copy, there should be adequate substance to put up together a fairly all-inclusive catalogue of keywords that straight away relate to your products or services.

Keywords can be chiefly organized into the below mentioned types:

  • Brand terms – any keywords comprising of your trademarked words or the brand name.
  • Generic terms – words associated with the products or services offered.
  • Related terms – words or phrases that do not directly link to what products or services you are selling, but that the users who need your goods or services may be searching for.
  • Competitor terms – the brand names or brand terms of competitors who are selling similar products and services that you are offering.

Important: Bidding on a competitor's brand name or terms is generally a costly affair, and can immediately gulp down a skimpy ad campaigning budget, so unless you have an adequate pool of money to simulate with and/or you are particularly functioning a "subjugation" kind of campaign. Think cautiously about whether the ROI is worth it.

Some more tips for the keyword conceptualizing or brainstorming stage are following:

Put yourself out there in customers' place- Think and assume what kinds of terms and queries would as a customer, you need to enter (or speak) into the search box that will land them to your website?

Begin with broad keywords and then drop down to the specific.

For example:

Watches > men’s watches > men’s branded watches > men’s luxury watches > men’s chronograph watches > men’s analogue watches > men’s strap watches > men’s chain watches

Read about Keywords Match Type in Adwords/PPC

Include synonyms and variations in your keyword catalogue- Search engines can at times establish associations between related terms (such as perceiving that "women’s hand bags" and "women’s purses" are the same thing), but not always, so it is good to include them – particularly when you are going to keep your match type to “Exact”. Just same for abbreviations, short forms, and even plurals.

Now taking the keyword "women’s bags" from above, you can likely set the variations like these:

  • Women’s hand bags
  • Women’s sling bags
  • Ladies wallets
  • Ladies clutch purses
  • Women’s make-up kits
  • Women’s designer hand bags

Think of particularity when selecting keywords- Sometimes it can turn out to be advantageous to use "head" or broad terms in your ad campaign (specifically single terms or precisely short phrases) due to the reason that they obtain higher search volume –although, a broad keyword like "watches" could be used by internet users searching for men’s watches, women’s watches, kid's watches, digital watches, and so on, so your product may not always be relevant to searchers.

However, On the contrary, a very particular, long tail keyword phrase, like "men's high-end luxury watches" would only receive few of searches every month, but there are more chances that the searcher will click your ad and follow through with a buy, as it is just what the individual is looking for. As an additional reward, long-tail keywords are less competitive and hence less expensive.

Using keywords that are related to your product or service- Including such keywords can be of good advantage in order to attract customers that will possibly be interested in what you are offering. For instance, if you are running a business of artificial jewelry, you could include topics that buyers would search for, such as type of jewelry, different kinds of accessories, stones or metal used, caution and care for artificial jewelry, resale advantages of jewelry piece, USP of artificial jewelry, and so on.

You can use a strategy referred as "concatenation" – This technique could be beneficial to rapidly outspread keyword lists by combining columns of words together implementing online tools such as CONCATENATE() command in Microsoft Excel, Found’s ultimate PPC keyword Concentration tool or the merge words tool.

Due to a prevailing practice of people most often not typing in correct English, it is not a bad idea either to include misspelled words in the keyword research like ( Skirts, Skurts, Skerts) as well as alternate spellings (lingerie’s, loungeries, longerys). A word of warning, however: do not add wrongly typed keywords in an ad group if you are using Dynamic Keyword Insertion (DKI) in the ad copy. This will lever up the wrongly used keyword into your ad and make it look unethical. What you can really do is to- set up a separate ad group for misspellings. Also, mark that Google is highly capable of identifying misspellings, so this step is not entirely to be executed.

Search engines are progressively able to catch longer strings of terms- in a gesture to the increasing amount and frequency of voice-led queries from users communicating questions into their handsets to search for things on the go. Make a note to take this into consideration, and remember to include not only search words that might be coming from a keyboard, but words that exhibit how people really speak – they are not one in the same. For instance, a more orthodox type of search query might be “Italian Restaurant India” but someone searching on a mobile phone might type in “which is the best Italian restaurant in Delhi, India?” or “where can I get the best Italian food in Delhi, India?” Do not shy away from including the variations such as "Where can I…?""What is…?" “Is there”, "How can I…?" "How do you…?" etc.

Elaborate and Refine Your Keyword List with Keyword Research Tools

Equipped with an adequate list of words to bid on, the next step in the keyword research ladder is to utilize the keyword research tools at your end to recognize which keywords to hold, and which to expel. Also, it is not wise and sufficient to just go by your instinct – keyword research tools, aids you in on the words that web searchers are actually entering into search engines. There is handful of keyword research tools to provide you far-sightedness into how certain keywords are universally favored, from Google’s Keyword Planner (encompassed inside AdWords) to WordStream’s free keyword suggestion tools.

Each keyword tool is somewhat different, but the main stat you are seeking for is the search volume. The more the search volume, the greater number of people are searching for that specific word per month.

The AdWords Keyword Planner tool by Google also designates a "Competition" rank of low medium, or high. A high competition rating indicates that higher number of advertisers is bidding on these words, which suggests that you will have to pay more to have your ad to be at the top positions.

Understanding the Long Tail of Keyword Demand

Getting back to the online shoe store example, it would be ideal to rank #1 for the keyword "shoes" ... or would it?

It is splendid to manage with keywords that have 10,000 searches a day, or even 1000 searches a day, but in true sense, these widely searched terms actually contribute for less than 30% of the searches performed on the web. The remaining 70% rests in what's termed as the "long tail" of search. The long tail consists of thousands of millions of unique searches that might be performed some times in any given day, but, when taken together, consists of the larger part of the world's search volume.

Another exercise search marketers have understood is that it is very likely that long tail keywords often convert better, because they grab people later in the buying/conversion course. An individual searching for "shoes" is apparently browsing, and not completely willing to buy. On the contrary, a person looking for "best price on Air Max size 14" essentially has their wallet out!

Make a Hit at Minimal-competition, High-volume keywords

These are the kind of keywords that will influence potential web traffic without costing you a treasure.

Some, keyword tools, such as the Keyword Planner, can also help in recommendation of additional keyword ideas that you skipped in your first list. Free online keyword research tools such as “Soovle” and “Ubersuggest” can also substantially help with keyword suggestion– just type in a keyword and the research tools will show up a list of variations. Other good keyword research tools includes: - SEMRUSH (offers 14-days free trial), KW Finder, Word Tracker, Long Tail Pro, SpyFu and some others.

If keywords have no or very less search volume or the competition is so high that the expense of bidding on that keyword would gulp down your fortune in no matter of time, spit them out from the list. While using the keyword research tool you should be able to pare down certain keywords while identifying new search terms that you have had not thought of.

Classifying and systemizing Your PPC Keywords

By this stage you should have quite a striking keyword list. It is now the time to classify your keyword list into short, targeted groups of keywords that are closely linked to each other. These groupings will be in harmony to your ad groups in Google AdWords, Bing Ads, Yahoo etc.

If you are into selling a direct list of products or services, a wise modus Vivendi for your ad groups is to clone the construction of your website. For instance, if you are selling men’s sports shoes, your ad campaign might look something like this:

Brand – Nike men’s sports shoes
Brand – Puma men’s sports shoes
Brand - Lancer men’s sports shoes
Generic - Men’s sports shoes
Generic - Men’s shoes - sports shoes
Generic - Men’s sports shoes- running shoes
Generic - Men’s sports shoes- airmax shoes
Generic - Men’s sports shoes new arrival
Generic- Men’s sports shoes- upto 70% sale
Generic- Men’s sports shoes- Under 999 store

The close knit and more centered your ad groups are; the simpler it will be to:

  • Calculate the performance and effectiveness of each keyword
  • Knock off or outspread your lists if required
  • Create highly relevant and specific ads

This pointer is particularly essential. Short, firmly systematic ad groups have numerous advantageous effects on your website. Well-organized and sorted Adword campaigns have more substantiality and relevance, and more the relevance, the higher the Quality Scores, which again synchronously increase your ad rankings and diminish what you pay for every click and each conversion. Sound PPC accounts always have flourishing Quality Scores, and healthy keyword organization and classification can go a long way toward increasing your scores.

Do not miss to add Negative Keywords

As you prepare your keyword list, do not ignore to include negative keywords. These are actually the search terms that you would not want your ads to display for, and they are a significant part of any campaign, because they aid in controlling costs and make your ad targeting as relevant as possible.

The key reason to add negative keywords to your list is primarily to prevent your ads – and, by, furthermore your brand – from displaying in side by side of the search queries that are hideous or unsuitable. For instance, a seller of luxury crockery would want to target opulent buyers, and would add terms like "cheap" “economical” “clearance sale” and "free" to the negatives list to avoid their ads being appearing alongside those terms. You will also want to rule out influence on terms that are same as but not actually related to your business – such as “monuments or porcelain sculptures” if you sell home furniture including sofa sets, dining table sets or beds.

Here are few tips for identifying negative keywords for your PPC campaigns:

Be vigilant on your search query reports- This is an ideal trick to identify what searchers are searching for when Google presents your ad. If you notice certain terms in your search query report that you discovered are not a suitable addition to your account, set them as negatives ASAP, as you move the risk of serving for them again.

Learn about your negative match types- The match type that you allocate to a negative keyword has an excessive effect on what traffic it obstructs. As a usual way of work, use broad match negatives to invalidate any query that comprises of your negative term, such as “cheap”, “free.” Use exact match negatives and phrases to invalidate more particular queries that consists of long-tail negative keywords.

Scrutinize options for negative keyword before your campaign goes live- The more amounts of negatives you set prior your campaign goes live, the more money you will save right off the bat. There are many negative keyword tools in the store to help you identify prospective negatives, depending on your present keyword choices. WordStream’s free negative keyword tool would be of great help in finding the potential negatives.

Note that you can use multi-level negatives- It is quite likely that you will be able to find some negatives that are healthily accommodating across multiple ad groups or campaigns.

Do not go unreasonable or way too much- Negatives though are a significant element of any PPC adwords campaign, but going overboard with the negative can sometimes batter your account and destroy your impression volume. As you set each negative, make sure that, should an internet user use that term, it is very rare that they would convert on your site.

Keyword Difficulty

You must be wondering about your chances of success with keyword research. With a purpose to recognize which keywords to target, it is critical to not only know the demand for a given word or phrase, but also to apply the right rule of thumb to obtain high rankings. If popular brands lies in the top 10 results and you are just initiating out on the web, the mounting Struggle for rankings can take several years of efforts and energy. This is why it is important to also learn about the keyword difficulty to simplify this critical SEO research process.

Try New Google Betas

Change is the only factor that is inevitable within search. Through the last year, Google has released some keyword targeting intensifications that have provided extra controls to users. Advertisers are needed to test these in a manageable way to better learn the substantial impact for your business.

One such tool is broad match modifier. This gives enhanced control over where your ads are displayed vs. broad match, but with extensive distribution than phrase match.

Do not ignore About the Customer’s Search Experience Across Devices

Tablet and smart phone devices are accounting for approximately 60-70% of search volume, and increasing every day. This makes it particularly significant to remember how consumers search in different ways when using these devices.

Keyword length is different by device type. There lie more misspellings, and local searches in Mobile users search queries than desktop. It is quite crucial to do keyword research around these particular experiences.

Explore PPC ads holistically

PPC advertising can be quite meaningful and productive by itself, but it is still more useful to consider as an integral element of your overall digital marketing strategy. It is not only constrained to establishing a successful PPC campaign to accomplish the desired motives, as these will still be in parallel with your broader sales and operational goals.

Like, a PPC campaign can result in more productive outcomes when it is combined with social media marketing, SEO strategy, and email marketing.

A multi-channel approach is in the mainstream amongst the marketers in current times, as it is more explanatory of the manner in which the people absorb content and observes advertisements across multiple channels and devices.

The gathered data from a holistic approach to your advertising helps you to observe how other mediums interact with your PPC ads. It also enables a marketer to understand their audience and produce even more useful PPC ads in the upcoming campaign.

You are never done

Consumers and algorithms are not always constant and keep changing. You are not allowed to just set and forget your keyword list if you need to excel in keyword research.

Most often, people fear to prune back a keyword even though their performance is not up to the mark. They keep going on with their original research and overlook the current data from their campaigns. It is recommended to stay on top of trends, and know that your keyword list will decline and flow over time.

Keep going is the mantra. You are not liable to recognize every keyword you should bid on (or exclude) in PPC on the first go, so emphasize on keyword research on a routine basis. We advise spending about 20% of your PPC management time to keyword research. Practically, you will do some amount of keyword research (including new keywords, adding new negatives, or experimenting with new match types) every week. With time, your account will get powerful and more relevant because of it.


Here are few tips to keep into account for improving your PPC campaign:

  • Install a conversion pixel prior to beginning your campaign
  • Concentrate only on quality keywords
  • Try and understand your audience as much as possible
  • Ensure that your landing page corresponds to the hopes your PPC ad sets
  • Pick the appropriate visual for your ad
  • Design mobile optimized PPC ads
  • Consider PPC as a comprehensive task


Keyword research may appear to be easy, but it is not to be taken leniently. Following few suggested tips to keep on top of your keyword list game will enable for a powerful, centralized target that will help you expand your business objectives.


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