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A Guide to Finding Successful Low-Cost Keywords for a PPC Campaign

Keyword research is the cornerstone of a successful pay-per-click campaign. It involves selecting the best keywords for bidding on that have a high likelihood of resulting in clicks and conversions. Using a PPC keyword tool or keyword generator can help someone jumpstart their PPC keyword research and discovery process. Once a bunch of initial keywords have been found, one has to expand and continue in order to get the most relevant long-tail keywords for the campaign. Below is a guide on how to find successful low cost keywords for your PPC campaign.

The use of a PPC tool offers immediate advantages to help someone establish a PPC keyword list. An individual is able to find keywords quickly in their hundreds for his or her offerings as opposed to speculating based on what he or she knows about their own business. Additionally, keyword tools such as that of Google provides some comparative statistics to help someone decide if they want to move on with particular keywords on the list.

For someone starting a PPC campaign from scratch and require a keyword base to build on, using a keyword tool such as Google Adwords Keyword Planner can be an excellent boost to get them started. It is unfortunate that a typical keyword falls short when it comes to expanding and growing the keyword list to its full potential. PPC keyword tools tend to provide popular and general head’ terms only. This means someone is not getting the keywords that will give him or her long-tail keywords, which are the highest return on a modern investment.

Long-tail keywords are the highly specific, unique, longer phrases that attract most qualified clients to a website. Generally, such keywords do not attract high numbers of visitors per keyword. However, adding up all those long-tail terms amounts to more traffic than that generated by a few of the most popular head terms.

Additionally, the visitors they attract are the best target audience as they show more intention of buying and thus more likely to convert. This puts a site owner in a better position for PPC since more specific keywords experience lesser keyword competition during search, hence costing less to bid on. What’s more, they get excellent results in terms of conversion rate and CTR (click-through rate). High CTR in turn improves the quality score, further improving the search rankings and reducing the costs of pay-per-click advertising.

With traditional PPC keywords tools however, uncovering long-tail keywords is difficult. When striving towards a successful PPC campaign, harnessing all the potential variations on the basic keywords is impossible with a free keyword suggestion tool. A website owner needs a tool that works directly with web analytics and the website’s own servers.

This is to find out the actual long-term search queries that visitors are using so as to capitalize on such opportunities. Once someone has established an ever-growing PPC keywords base, he or she needs to be able to put them to use in an organized manner that optimizes their money investment and time. Keyword grouping and organization is the most effective way of doing this. A site owner can get organized and target clients more successfully through systematic grouping keywords.

Another option for website owners is to hire a PPC management company. Given the rapidly evolving and increasingly competitive PPC landscape, managing PPC campaigns in-house becomes difficult and time-consuming. Hiring a pay-per-click management agency will outsource the marketing to experts whose main aim is to bring positive ROI to PPC campaigns. It will also enable the site owner to focus on their core business objectives.

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