PPC keyword analysis lays the foundation for the success or failure of an ad campaign. Unless you do this right, your campaign may not yield the desired results. So, if your goal is to draw higher visibility and better conversions, then your PPC (pay per click) keyword strategy will help you get there.

You need PPC keywords that allow you to control your ad costs, show your PPC ads to the right audience, and finally compel them to click. Although this might seem intimidating, we’ll simplify the whole process for you.

To begin, you need to have absolute clarity on your expectations from this campaign. So, ask yourself the following questions.

• What do I intend to accomplish from this campaign?
• What are the metrics that truly matter to my business?
• How soon do I expect to see the results?
• What is the ultimate action that I want the user to take?
• What happens once the user takes said action?

When you have the answers to these questions, you would know precisely what your business goals are. Determining your goals will guide you through your PPC keyword analysis and help you plan an amazing customer journey.

Let us now explore some of the best practices to speed up your PPC keyword analysis and improve your campaign’s click-through rate (CTR).

1. Dig Deeper for the Right PPC Keywords

You might be tempted to pick keywords with high search volume but that could cost you dearly. Even if you have a very high budget for your PPC campaign, you still don’t want to waste it.

So, you must follow the golden rule of PPC keyword research, which is to find keywords that don’t have a lot of competition but do have a reasonable search volume.

2. Go easy on Spelling and Grammar

When it comes to keyword research, never be judgmental about wrongly spelled keywords. Not everyone knows their spellings, so it’s absolutely fine to include misspelled words in your campaigns. Oftentimes, these are low competition words and some of them have a decent number of searches coming in.

3. Make sure to include Negative Keywords

Negative keywords help regulate the costs of your PPC campaigns by not showing up for terms that are not likely to convert.

Let’s assume you have a real estate business that sells premium homes in Toronto, which are designed for the wealthy. In that case, you do not want to rank for ‘budget homes in Toronto’ or ‘cheap houses in Toronto’. So, these would be the negative keywords for which you don’t want your ad to show up.

4. Snoop Around

There are a ton of PPC keyword research tools available like SemRush and Ahrefs that let you take a quick look into what’s working in your niche. You can look at your competitor’s ads and pick the most common keywords and include them precisely where they did.

Always remember that along with the choice of the right keywords, the placement also matters. So, if it worked for them then it should work for you as well.

5. Use Competitor’s Branding Carefully

While doing your PPC keyword analysis, you need to be cautious about picking keywords with your competitors’ brand names. That could literally destroy your ad budget in no time. One workaround is to choose long-term keywords with your competitor’s brand name in them. With the increase in voice searches, you can be sure that this would still work.

For instance, if you sell apparel, then you don’t want to compete for an expensive keyword like ‘Roots Clothing’. Instead, you could try something lesser expensive like the ‘Roots sweater dress’ and ‘Roots Edith dress’. This lets you reach out to more people within your stipulated budget.

Conclusion

If you are struggling to ramp up your digital marketing efforts and trying to get the most out of your campaigns, we can help. At Asset Digital, we specialize in optimizing PPC campaigns and increasing conversion rates. So, if you are looking for a reliable digital marketing agency in Toronto to help you get the most out of your ad spend, then reach out.