If you’re starting a PPC campaign or you want to increase your website’s SEO, keywords are a great place to start. They help in keeping your message consistent when generating copy, advertising or simply describing your product. When used effectively keywords will help attract your audience and create new customers.
Regularly used when creating PPC campaigns, here’s a quick checklist on how to build your PPC Keyword List.
Keyword Ad Groups
When generating a list of keywords you’ll want to create different groups for each targeted ad. Some of your keywords will overlap although each group should distinguish your target audience and the product/service your offering. Each Ad Group should contain between 5-20 keywords, and no more. Anything over this threshold will be spreading your audience too thin and won’t target the right customers. Test different Ad Groups for the same product and compare your results to optimize your AdWords performance.
Creating A Keyword List
Don’t waste your time creating a Keyword List that will get little to no search results. Utilize Google’s KeywordPlanner Tool to determine relevant words, approximate cost per click, competition level and average monthly searches. These metrics will help you determine your top 15-20 keywords per Ad Group. Lastly, make sure to use keywords that are related to the content your audience is interested in to increase your click through rate.
Utilizing Match Types
Google offers different Keyword Match Types when creating a PPC ad campaign. Using different match types for specific keywords will help optimize your customer reach. Make sure to include negative keyword matches to exclude any irrelevant searches to your ad, which can cost you money. If you don’t know how to maximize Match Types, visit here for a comprehensive guide.
Avoid Duplicate Keywords
You may think that bidding on duplicate keywords in your ad campaigns will better your chances of being displayed, although, Google will only show one ad per keyword per advertiser. Therefore what may actually happen is instead of bidding on a keyword over a competitor’s ad, you may be actually bidding against yourself thus increasing your cost per click. Secondly, this can also negatively impact your website quality score, decreasing your SEO efforts. To avoid any duplicate Keywords in your ad campaigns, we suggest using AdWords Editor which will help identify duplicates while providing cost & performance metrics.
Now that you have the tools to help build your PPC Keyword List, get to it! Make sure to keep your message consistent and utilize your Keyword List in your website copy and other advertising.