As a hardworking marketer, you don’t want this. But what if you could tap into a method that drives high-quality traffic directly to your business website? Yes, this will happen when you give time to proper keyword research.

It’s not just about picking popular words; it’s about choosing terms or phrases that your ideal audience uses to search for offerings related to yours. If you conduct proper research and develop a strategy, your ad will appear higher in relevant search results.

In this in-depth guide, we’ll walk you through the basics of keywords and the process of PPC keyword research, showing you how to identify the perfect keyword to maximize your ad performance.

PPC Keyword Research: Is It Worth Investing Time?

Suppose you go to a medical shop and ask for the best medicine for headaches. The shop owner understands your needs and presents you with several brand options. Now, it’s up to you to choose.

This is similar to how it works digitally, but instead of asking in person, you type your query using keywords, and search engines bring you relevant results. These results come from businesses that have focused on proper PPC keyword research and implemented those keywords in their PPC ad campaigns.

Is it worth investing time in proper keyword research? If the goal is simply to use keywords, you might think that applying common sense is enough. For example, you could use keywords like “Best Trip Organizer” in your PPC ad campaigns if your business falls under the travel and tourism industry. So, what’s the need for research?

Keyword research helps you understand how many users are searching for specific keywords, along with other related terms or phrases, and whether their search volume is low, medium, or high. With proper PPC keyword research, you can also generate new keyword ideas for your PPC ads, which might boost their performance.

Therefore, it’s definitely worth investing time in PPC keyword research.

How To Get Keyword Ideas From Top Hashtags?

The Fundamentals of PPC Keyword Research

Pay-per-click keyword research is a very important step for successful online advertising campaigns. It involves identifying the ideal keywords that potential customers use when searching for offerings you offer. Here’s a breakdown of the fundamentals:

Short and Long Tail Keywords

When you research keywords for your business, you will encounter both short-tail and long-tail keywords. Short-tail keywords are broad search terms that usually consist of one or two words, like “Shoes” or “Best Laptops.”

They have a high search volume but are more competitive. Long-tail keywords seem longer and more specific phrases, like “Best Running Shoes For Flat Feet.” They have a lower search volume because customers don’t have time to type long-tail keywords, but they can attract more targeted traffic, which often results in higher conversions.

Keyword Relevance and Volume

The word ‘Relevance’ might confuse you. Here, relevance means how closely a keyword matches what your target audience is searching for. Choosing the right keywords helps drive quality traffic to your business website.

Search volume indicates how often a PPC keyword is searched (weekly, monthly, or yearly). A proper balance is crucial; high-volume keywords can be competitive, while low-volume keywords may not generate sufficient traffic.

Tools For PPC Keyword Research

There are many tools available to find the appropriate keywords for your PPC ad campaigns. PPC keyword research tools like Google Keyword Planner, Keyworddit, SEMrush, and Ahrefs help identify the best keywords for your campaigns. These tools offer insights into the following:

• Search Volume
• Competition,
• Bids,
• Related Keywords Suggestions.

Assessing Keyword Competition

In this context, competition refers to how many other businesses are bidding on the same keywords. Analyzing the competition for keywords you plan to include in your PPC ads is one of the fundamentals of PPC keyword research.

High-competition keywords are harder and most expensive to rank for, but if you get a good grip on them, your PPC ad campaigns can deliver the desired results.

Negative Keywords

Negative keywords are negative not by nature but for your business. They are the terms that you don’t want your online ads to show for. By including negative keywords in your online ad campaigns, you can filter out irrelevant searches and avoid wasting money on clicks that aren’t likely to convert or are not the best audience for your business.

For example, if you sell premium shoes, you might exclude “cheap” as a negative keyword. This way, you can filter your audience who are looking for cheap shoes and attract those who are looking for premium ones.

Branded Keywords

Branded keywords are those keywords that include your company name or product name, like “7Search PPC.” These keywords are used to reach people who already know about your brand and are looking for your specific products and services.

For example, we have launched our affiliate program, and the branded keyword for this is ‘7Search PPC Affiliate Program.’ By including branded keywords in your ad campaigns, you can catch potential customers who are ready to buy.

It also helps ensure that your ad shows up when someone searches for your brand, preventing competitors from taking your spot in search results.

The Importance of PPC Keyword Research

Successful marketers who promote their businesses through PPC ad campaigns give enough time for in-depth keyword research. This is why they are successful, as it shows the importance of keyword research. Below are some key reasons why PPC keyword research is important:

Helps Target the Right Audience

Pay-per-click keyword research helps identify the terms your target audience uses when searching for offerings like yours. By giving enough time to research and select the right and related keywords for your business, you can ensure your PPC ads reach the people who are most likely to convert. This helps increase the relevance of your online ads and ensures you’re not wasting your advertising budget on irrelevant clicks.

Improves Ad Performance

Effective PPC keyword research allows you to choose high-performing keywords that attract and drive more traffic to your website. By targeting the right terms, your ads become more competitive.

When your ad becomes competitive, its chances of being shown to the right users increase. When your audience sees your ad prominently displayed while typing those keywords on search engines, you benefit from the following:

• Increased click-through rates (CTRs)
• High Conversions
• Optimized ad performance

Rapid Return on Investments

With proper PPC keyword research, you can focus on high-intent keywords that bring in more qualified leads. As we all know, new leads are like fuel for a business, and when they come in regularly, they help drive continuous and boost overall revenue.

This improves conversion rates and ensures you’re spending money on ads that lead to actual sales or inquiries. It helps make the most of your advertising budget, which leads to a higher return on investment.

Keeps You Ahead of Competitors

A good and strategic investment in PPC keyword research will never disappoint you. It gives you insights into the keywords your competitors are targeting.

By discovering your competitor’s keywords, you can adjust your own PPC strategy to target more profitable or less competitive keywords, gaining a competitive edge. This can help you to roar in search results, which means more traffic to your ads while reducing competition.

How to Perform Keyword Research for a Successful PPC Campaign

After reading this blog so far, we understand that in-depth PPC keyword research is a vital component of a successful PPC (Pay-Per-Click) campaign. Now, it’s time to learn the steps involved. Here’s a step-by-step guide on how to perform keyword research for a PPC campaign:

Which Category Does Your Business Fall Under? Find Out!

To start PPC keyword research for a PPC campaign, first figure out what type of business you have. Are you in E-commerce, IT services, iGaming, Healthcare, or another field? Finding out your business category helps you know who your target customers are and what they might be searching for.

For instance, an online shoe store could use keywords like “Buy Shoes Online,” while an iGaming business might use “Best Gambling Games.” This understanding helps you choose the right keywords that attract the right people to your business.

Make a Good Use of PPC Keyword Research Tools

You don’t need to wake up in the early morning and start finding keywords on an empty stomach. There are multiple PPC keyword research tools present in the market that are ready to help you by suggesting the most relevant keywords for your content.

You need to pick one of the best tools (paid and free) and use their services to make research on keywords easier and improve the reach of your online ads.

Filter Keywords by Analyzing Their Metrics

Once you have a list of keywords, look at their metrics to pick the best ones for your PPC campaigns. You must focus on keywords that have a lot of searches but low competition. This can help you spend less and get better results.

However, the decision to select the best keyword is entirely yours, as no one understands your campaign needs better than you. But before moving on to the process of analyzing and filtering keywords, you need to better understand your online advertising goals.

Focus on the User’s Intent

Understand why your audience is searching for certain keywords. Are they looking to buy something, get information, or compare choices? This is called user intent (informational, navigational, and transactional.) Choose keywords that match what your customers are trying to do.

For example, keywords can be informational (e.g., “how to choose shoes”), transactional (e.g., “buy running shoes online.”), or navigational (e.g., “Nike store near me.”).

Group Keywords into Ad Groups

Grouping your keywords into ad groups by themes or product types helps you create ads that are more focused and relevant. For example, if you sell different shoes, you can put keywords like “running shoes” and “sports shoes” together in one group and “formal shoes” in another. This makes your ads match what people are looking for and leads to more clicks and sales.

Conclusion

PPC keyword research is key to making your ad campaigns more successful. Choosing the right keywords, understanding what people are searching for, and using the right keyword research tools help you engage and reach the right audience, improve ad performance, and get the best return on investment.

Spending time researching the keywords helps you stay ahead of competitors and ensures your ads show up for the people most likely to take action. In the end, a well-planned PPC campaign can bring in high-quality traffic and help your business grow, so focus on that!

Frequently Asked Questions (FAQs)

What is PPC keyword research?

Ans. It is the process of identifying relevant keywords that ideal customers use to search for offerings like yours.

How can I find related keywords for my business?

Ans. You can use popular and effective tools like Google Keyword Planner, SEMrush, Ahrefs, or Keyworddit to find relevant keywords. These tools provide information on search volume, competition, and related keywords.

What is keyword relevance?

Ans. It refers to how closely a keyword matches the intent of a user’s search. Relevant keywords lead to higher-quality traffic.

How often should I update my keyword list?

Ans. It’s a good practice to review and update your keyword list regularly to run along with search trends and user behavior.

Can I use the same keywords for all my ad groups?

Ans. No, it’s better to group keywords into ad groups based on their relevance.

When it comes to online advertising, getting your ad in front of the right people is important as it increases ROI. But the only condition is that you have to make sure that your ad shows up for the right searches. That’s where keyword match types make their importance. They let you control how closely a search has to match your chosen keywords for your ad to appear.

If you know how to use these match types, you can make sure your ads reach the right audience, increase clicks, and everything that makes your business successful. Readers, there is much more to learn about mastering keywords.

So, keep reading to expand your knowledge!

Keyword Match Types: Maze Towards Success

Did you know how many searches people perform on Google? The results might shock you. According to DemandSage, Google’s search volume is as follows:

• Every second: 99,000 searches
• Every minute: 5.94 million searches
• Every hour: 356.4 million searches
• Every day: 8.55 billion searches

Keyword match types determine how closely a keyword in your ad campaign needs to match a user’s search query for your digital ad to be shown. They help you control which searches trigger your ads, allowing you to include or exclude variations of your keywords. For example, exact match types show ads only for precise terms, while broad match types can display ads for a wider range of related searches. This helps you target the right audience, avoid irrelevant traffic, and make your digital advertising more effective.

The Benefits of Using the Right Keyword Match

As a business owner, what do we want from each ad campaign? We want every impression to lead to a click and every click to result in a conversion. This is possible when we show the right ad to an audience that is actively seeking offerings like yours by targeting and matching the right keyword. Here are some benefits of using it:

• Improved Ad Relevance: Using the right keyword match type ensures that your online ads appear for the most relevant searches. For example, exact match keywords show ads only for the exact search term, making it more likely that users who see your ad are genuinely interested in what you offer. This increased relevance can turn into higher click-through rates (CTR) and better engagement, as your ads are more likely to meet the specific wants and intentions of potential customers.
• Better Budget Management: When you use keyword match types effectively, you can control how your budget is spent. Broad-match keywords may attract a wide audience but can also waste your budget on irrelevant clicks. On the other hand, exact match or phrase match keywords are more specific. They help you use your budget better by targeting people who are more likely to make a purchase or take action. Overall, it depends on your ad objectives and business goals, but researching the perfect keyword that matches your target audience’s intent ensures more effective use of your budget.
• Explosive Lead Generation: Successful business transactions come second; the first one is to attract an ideal audience and generate leads. When a user clicks on an ad, it becomes a lead for businesses. The chances are low that users will click and take action because there are many competitors offering the same products and services at different price ranges. A perfect keyword match helps advertisers generate leads by offering their ad on a relevant search query. When they get leads, they can easily target them by pitching personalized offers that address their specific needs and interests.
• One-up On The Competition: Online ads are like magnets that attract the right audience and impress them with their offerings (if done right). Today, 65% of small to mid-sized businesses run a PPC campaign, 45% use paid search strategies, and 55% utilize display ads (Statista report). So, where you stand in this crowd can be decided by how wisely you match your keywords with your offerings. A perfect keyword match type makes sure your ads show up for the right people and helps you gain rank better than your competitors in the market.
• Audience Clarity: The right keyword match types give you clear insights into which keywords are catching the most traffic for your business. This means you can see which terms or phrases are bringing in visitors who actually click on your ads and make purchases. With this data, you can better understand your audience’s preferences and refine your targeting strategy.

4 Keyword Match Types: Match Your Keywords to Your Goals

The four keyword match types used in digital advertising are:

Broad Match

It is the default keyword match type, and it shows your ads for searches related to any part of your keyword. This type of match triggers ads even if a search query contains only one of the words in your keyword phrase. It uses factors like the user’s search history and landing page content to improve relevance. For example, a broad match for “Home loans” might trigger ads for “Home credits” or “interest rates on home loans.” This broad match helps reach a wide audience but with less precision.

Phrase Match

Phrase match shows your ads when the search query contains the meaning or intent of your keyword, offering more targeting control than broad match. The syntax requires quotes around the keyword, such as “Soccer shoes.” Suppose your keyword is “Soccer shoes,” your ads may appear for searches like:

• Shoes for soccer
• Buy soccer shoes on sale
• Limited edition soccer shoes

Exact Match

The exact match is for advertisers who want maximum control over ad targeting. Ads are shown only when the search query has the same meaning as your keyword. It reaches fewer people but ensures high relevance. The syntax for exact match uses square brackets, such as [shoes]. For example, with an exact match for [blue shoes], your ad will only be visible when someone searches for that exact phrase. This helps make sure your ad reaches the most relevant audience. If the advertiser chooses an exact keyword match type, then their ads won’t appear for similar terms like “Blue sneakers” or “Blue short heels.”

Negative Match

As an advertiser, you need to pay for every impression when you choose a digital marketing approach like SEM. You don’t want to spend a part of your budget on irrelevant searches that your business does not offer. A negative match lets you exclude specific keywords from triggering your ads.

This helps you avoid showing ads in irrelevant searches. Suppose you started your own organic, handmade soap business. You might want to target people searching for “organic soap” or “handmade soap.” However, you don’t want your ads to show up for searches like “cheap soap” or “soap making supplies.”

• Negative broad match keyword: “cheap”
• Negative phrase match keyword:“soap making supplies.”

By using a negative keyword match type, you can make sure your ads show up only for the right search terms, helping you avoid spending money on clicks from people who are not interested in what you are offering.

Which Keyword Match Type Should You Target?

No one can give you a better answer to this question than you can. The reason is that only you understand your business, the outcomes you want from your ad campaigns, and, of course, your budget. When deciding which keyword match type to target, it’s essential to consider a few factors.

First, think about your ideal customers and what they are likely to search for. Your knowledge of their needs and behaviors is crucial in selecting the right keywords. Second, data from previous campaigns should be reviewed to see which keywords performed best. This can give you insights into which match types drive the most relevant traffic.

Additionally, consider your budget. Broader match types may attract more visitors but can be costlier, while more specific match types may save money but have a smaller reach. Balancing these aspects will help you choose the most effective keyword match type for your goals.

Ultimately, the best keyword match type depends on your unique needs, customer insights, and budget constraints.

Conclusion

Mastering keyword match types is essential for optimizing your digital advertising campaigns. By understanding and effectively using broad, phrase, exact, and negative match types, you can ensure your ads reach the ideal audience and maximize your ROI. Each keyword match type offers different levels of control and reach, so choosing the right one depends on your digital advertising goals, target audience, and budget. Review your ad campaign performance on a regular basis and adjust your keyword strategies to run ahead of the rivals and achieve better results.

Frequently Asked Questions (FAQs)

What are keyword match types?

Keyword match types decide how similar a search query must be to your keyword for your ad to show up.

Why are keyword match types important?

They help you control which searches trigger your ads, allowing you to target the right audience and avoid irrelevant traffic.

How many keyword match types are there?

Broad match, phrase match, exact match, and negative match are the four main match types.

How can I avoid showing ads for irrelevant searches?

You can use negative match keywords to exclude specific terms from triggering your ads.

What is the difference between phrase match and broad match?

Phrase match requires the search query to contain the keyword in the same order as the phrase, while broad match allows for variations in the order and related terms.