How to Choose the Right Keywords for Your PPC Campaign?

Online marketing and PPC solely depend on each other – neither can exist without the other. 50% of all digital marketing jobs require a set of SEO skills. The need for marketers with a great understanding of SEO is increasing. The resulting effect is the need for choosing the right keywords for PPC search engine marketing. The right keyword can be the only difference between loss and profits. Getting the right keywords may seem difficult at first, but with the right strategies in place, this can be accomplished easily.

How to Do the Keyword Research

This process should be conducted within the right framework for it to be successful. The framework should consist of topic ideation, keyword discovery and finally a keyword evaluation. The topic ideation involves answering the question — What is your niche about? Keyword discovery involves identifying the words your audience could possibly search for to find your products and services. Finally, the keyword evaluation step involves choosing the right keyword from the identified list.

Choosing the Right Keyword

The third step in the framework given above is the hardest part. Many SEO specialists and content marketers depend on SEO technology to assist them in the process of keyword researching. Tools such as Google Keyword Planner can assist them to identify the most searched words on Google monthly. Evaluate the keyword based on three factors; search volume, competition and search intent. Find out the number of people who are searching for the keyword.

The one with the highest volume is the one to choose. Determine how competitive the keyword is by running a search on the preferred search engine. Check if there are several paid advertisements within the search engine results pages. If the keyword is highly competitive with tons of paid ads then it may be out of reach. This may reduce your chances of ranking well. Finally, look out for the search intent, which involves finding out exactly what the audience is looking for when they input the keywords. Your content should align with the keywords. In the case that you find the keywords have high competition and are not suitable for your content, don’t fret. Search for related keywords that could also be suitable.

Using the Buyer’s Journey To Evaluate The Keywords

The clues in the keyword structure can help you determine the stage the buyer is in. For example, ‘how to clean clothes’ shows the buyer is in the first stages buyer’s journey. Keywords that contain ‘best’ such as ‘the best washing machines’ show that the buyer is in the later stages of the buyer’s journey. Once you understand what your content entails you will be able to determine who it is relevant to within the buyer’s journey. Use the early stage keywords if your content is related to customers at that stage and the later stage keywords if they lie there. The journey of PPC search engine marketing, however, doesn’t end there. Identifying the right keywords is the first step, the next stage is to incorporate them seamlessly into your campaign.

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