How PPC Management Services Can Help With Keyword Research?

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Mandeep Singh 14-May-2019

Whenever a PPC marketing agency starts working with a client, they should recommend beginning with pay per click advertising. This is because of the fact that PPC campaign services are one of the fastest ways to spread the word in front of the targeted group of potential customers. There are always 3 ingredients when setting up the new PPC campaign - the keywords, the ads, and the landing pages. PPC management services can help you out.

Step 1 - Create a Large List of Keywords

First of all, you would need to brainstorm. You would have to think about the obvious keywords that a consumer would be looking about. You would need to enter the keywords into the Google

Keyword Tool and create a list of related phrases. You would be able to create hundreds of them in a spreadsheet.

Competitive research would add some more keywords to the list and you would have an idea about the keywords that need to be added to the list.

Step 2 - Look out for competitors

The next step is to look at the keywords that your competitors are advertising on. Many people do not even know about this feature. This is actually offered with paid subscriptions to keyword tools. If you have one or more of your competitors advertising on certain keywords for months, you could be bidding on those as well. What you are trying to do here is piggybacking off their efforts. Competitive research would add more keyword ideas to the list and give an idea about some keywords that might be especially worthwhile to test. You can do this with help from PPC services in India.

Step 3 - Rank By Relevance

Both of the earlier steps were more of a discovery process. Now it is time to narrow down the list. You should go through the list and rank them based on how relevant they are. Get help from a pay per click advertising agency if things become confusing. You should think both about the positive and negative aspects when you are talking about relevance. You should consider if the keyword matches the product well when you are advertising or is there a chance that you could misinterpret the intent of the person? While going for relevance, you can create a separate column in the spreadsheet and give them grades.

During this sorting process, you should also group the keywords into categories so that you can create ad groups in Google AdWords with the help of PPC management services.

There are a lot of clients who look for creativity now. But when you are trying to establish yourself, keywords are more about relevance. Only an experienced and top-order PPC marketing company would infuse creative keywords in the mix. Keyword creativity helps to expand the market of a PPC advertising agency. Risks are not indulged at the beginning of the career. It is important to sell the products to people who are looking for what you have on offer.

Keywords with a vague outreach should be removed from the mix. This would help you to create a rough guideline. Pay per click services are the best people for this job.

Step 4 - Narrowing Down the Keywords

The next step to narrow down the list of keywords is to create a smaller list of keywords. This list should be highly relevant and you should be confident that these would have a very high conversion rate. How many keywords should you be choosing initially? This would depend on keyword search volume, the cost per click and your budget. The Google Keyword Tool would give an estimate of the approximate CPC that can be used as a rough guideline.

You would need to get at least 100 clicks per keyword to get a sense of whether it would make conversions or not. If you need to test 20 keywords, a click is about $1 and you need 100 clicks, the test budget should be around $2000.

Step 5 - Brainstorming the Negative Keywords

Before you turn the ads on, you would need to think of the keywords you do not want to pay for. If you are selling a high-end service product or keyword, you would not your ads to be shown when people are searching for keyword phrases like 'affordable', 'cheap' or 'discount'. If you are setting up a Google AdWords campaign, you should put them up as negative keywords. You do not want to blow the test budget on unqualified clicks. PPC management services are there to help you through this.

These are some of the basic steps that you need to undertake for keyword research.

What are the few points that need to be kept in mind?
Brainstorming the PPC Keyword List

The starting point of the keyword research should be the landing page. The keywords can be broadly categorized into a few types:

  1. Brand terms - a keyword that contains the trademarked terms or the brand name
  2. Generic terms - terms that relate to the products
  3. Related terms - terms that are not completely related to the product you are selling, but something that consumers might search for
  4. Competitor terms - the brand names of competitors that offer similar products and services

You need to put yourself into the shoes of the customers and guess the queries what they might into the search box. You would need to figure out how you can bring the traffic to your website. You should consider specificity while selecting the keywords. Sometimes, it can benefit to include the broad term, but it might not always be very relevant. A dedicated PPC agency will be very good at this. A very specific, long-tail keyword phrase might get only a few searches per month. But they are less competitive and much less costly.

A technique called 'concatenation' can be used. It would expand keyword lists and merge columns of words together through online tools. You should also consider that people may misspell at times. However, you should be careful not to include the misspelled keywords in the ad group if you are using Dynamic Keyword Insertion. A separate ad group for misspellings should be present. Also, Google has improved a lot in the field of recognizing misspellings, making this step somewhat unnecessary.

Expanding and refining the Keyword List

You should use the keyword research tools that are available at your disposal to determine the keywords that you should keep and what you should drop. There are dozens of tools that can give an insight into the popular keywords. High-volume and low-competition keywords are the ones that you should be paying attention to. If the search volume is low or the competition is very high that the cost of bidding goes high, you should consider dropping the keywords from the list. Using the keyword list will help you to prune new keywords while discovering new terms that you have not considered before. You can take help from PPC management services in India.

Organizing the PPC Keywords

You need to regroup the keywords into small and targeted sets that are related to each other. If the product being sold is straightforward, a good rule of thumb is to mimic the structure of the website. You would need to highlight your brand through this approach.

You are definitely not going to discover every keyword in the first go. You would need to keep bidding, make regular updates and stick with something that offers the results.