Running PPC campaigns without keyword research and SEO is like hanging your cookware with food on the ceiling and turning on the stove or burner to get your food cooked. In this era of technological advancement, if you don’t know about SEO and keyword research, your business will lag for sure. But how to do keyword research for PPC campaigns in Bangladesh? Don’t you have a clear idea about it?
Just read my blog to know each required detail and get yourself well-equipped with PPC keyword research tips and tricks.
What do You Mean by Keyword Research for PPC Campaigns?
Let’s keep it short. Keywords are nothing but the search terms people use to search for what they need or want to know. When you do keyword research for your PPC campaigns, you identify the keywords to use in your PPC campaigns so that your ads will be shown to the right audience and will increase your PPC campaign’s reach and conversions.
What is Keyword Intent for PPC?
If you don’t know what is search intent, you can’t make your PPC keyword research successful. Search intent means the searcher’s purpose for the online search. Recognizing your actual keyword intent lets your keywords relate to the main requirements or wants of your audience during their whole buyer’s journey. For instance, if your purpose is to enhance sales, then it won’t be fruitful for you to target keywords that will match the people’s intent only searching for information.
The following table will help you understand common keyword intent types:
|Informational Intent||Commercial Intent||Transactional Intent||Navigational Intent|
|Get definite answers.||Research to do.||Fulfill an action.||Visit a certain site.|
|What, why, how tutorials.||Best, review, contrast, sites, service, or product names.||Buy, affordable, for sale, online, sign up, download, register, quote.||Any website name.|
|How to wash your tennis shoes?||Best tennis shoes for girls.||Buy tennis shoes online.||tennisplaza.com|
|Problem awareness||Solution awareness||Solution awareness||Brand awareness|
For your PPC campaigns, choose commercial and transactional intent keywords.
How to do Effective Keyword Research for PPC Campaign in Bangladesh?
You need to follow 10 steps to do successful keyword research for your PPC campaigns:
- Set the Goals for Your PPC Campaign.
- Think of Your Main Products/Services.
- Consider Category-based PPC Keywords.
- Process Your List with PPC Keyword Research Tools.
- Review Your List with Google Search.
- Have Competitor Research to Get More Ideas.
- Organize and Finalize Your List.
- Choose Match Types.
- Remember Negative Keywords.
- Apply Information and Insights to Optimize Keywords.
Let’s explain each of these steps to get the best way to find keywords for PPC.
1. Set the Goals for Your PPC Campaign:
No matter what marketing strategy you are running, that needs to have a goal. It also applies to your PPC campaigns. Your goals need to be smart i.e. specific, measurable, achievable, realistic, and time-bound. Consider whether you care about metric goals or conversion goals.
- Metric goals: The number of clicks and conversions you want within a specific time.
- Conversion goals: Which actions you like your visitors to do to step forward through the conversion funnel?
These goals help you realize your visitor’s intent while clicking your ads. When your chosen keywords, your visitor’s intent, and your goals all match together, everyone wins.
You can learn more: Steps of PPC Management That Will Bring Successful Results
2. Think of Your Main Products/Services:
Even before you start looking for keywords on Google or any keyword research tools, think of what you are offering to your customers in your ads. Start thinking of your main products/services. You can have lots of products or services, or also can have only a few items based on the niche you are doing business.
Suppose, you are doing business in the toiletries industry. Toiletries products include the following:
- Hair oil
- Shaving cream/gel
- After shave lotion and the like.
Find keywords based on the questions related to the above product types.
3. Consider Category-based PPC Keywords:
Now, when you’ve got the services or products to advertise, find out the PPC keywords serving various objectives within those subjects. Your keywords will fall under four categories:
- Brand Terms: Keywords containing the name of your business or trademarked words or terms. For instance: “Nike Sports Shoes”
- Related Terms: These keywords won’t represent exactly the services or products you are advertising but they are the things your target audience is looking for. For example: “Ultimate shoes for sports”
- Competitor Terms: Your competitors’ brand names. For instance: “Adidas Sports Shoes”
- Generic Terms: These keywords are general ones associated with your services or products. For example, “Sports shoes”
You’ll get different outcomes based on your chosen keyword types. For instance, if you bid on competitor keywords, you’ll get increased CPC and decreased conversion outcomes because individuals looking for the brand name of your competitor are not trying to find out your business. Again, this scenario can be advantageous if you want to develop brand awareness from a competitive perspective.
4. Process Your List with PPC Keyword Research Tools:
You’ll get lots of free and paid tools for keyword research. Let’s know both about them.
Free research tools for keywords
- Google Keyword Planner: It’s the most popular one among keyword research tools for PPC. It will let you look for fresh keywords and include group ideas. This tool offers statistics for all keywords consisting of average cost for each click estimates and search volumes. You can use it for the initial stages of keyword planning but don’t depend only on it for the entire research.
It will give you a typical direction to organize ad groups and select broad keywords, but if you solely depend on it you might escape several important long-tail keywords.
- Ubersuggest: This tool will suggest keywords. It uses Google and other search engines’ suggested data after getting your search term, adds a number or letter in front of that, and extracts suggestions for your keyword. It also aids in long-term keyword research and finding niche areas within your search term. Sometimes, you will even discover keywords that you haven’t thought of.
- Google Autocomplete: When you begin typing a phrase or word in Google, some predictions similar to your search term can appear. This autocompleting algorithm depends on several factors like how frequently users looked for a word before. Generally, it’s beneficial if you’re looking for long-term keywords depending on your main phrase or keyword.
- WordStream Free Keyword Tool: It’s quite a sophisticated keyword tool and will give you highly valuable and relevant keywords related to your topic. This tool offers wide-ranging long-tail keywords and each given suggestion is closely related to your search term. Some metrics like competition and Google search volume are hidden until you subscribe to the paid version. WordStream offers some other free keyword tools like Negative Keyword Tool, Keyword Grouper, and Keyword Niche Finder.
- Keyword Tool: This tool also utilizes Google Autocomplete like Ubersuggest but is more advanced because it generates around 750 suggestions for each keyword. It’s quite user-friendly and works with 83 languages and 129 Google domains. Again, it alphabetically auto-generates suggestions for phrases having terms after and before your main keyword. You won’t get distracted from your in-depth keyword research by ads or CAPTCHA.
- Keyword Tool of Keyword Revealer: Keyword Revealer offers a free keyword research tool that will help you with related keyword suggestions and relevant metrics like CPC, estimated profit, and search volume. It will let you decide which keyword is more competitive and profitable. The suggestions you’ll get are so relevant but the free version will allow you only three searches each day.
- Keyword Eye (Basic): It’s a visual research tool for keywords that provides you with a keyword cloud with suggestions where color and size represent competitiveness and search volume. A grid view will show you suggestions and a certain metric will let you sort results. The free version will offer you 20 keyword searches per day, 25 Google country keyword databases, and up to 100 keywords for each report. Again, you can see PPC competition, a relative PPC competition score, and search volume with the free version.
It offers long-tail information in a user-friendly way.
- Google Trends: Google Trends informs any term’s popularity over time within specific geographical areas. This tool won’t aid you to generate keyword research concepts but will help you understand the popularity of keywords within your niche.
Paid research tools for keywords
If you want a bit more advanced research and engage some budget in your keyword research for PPC, try working with a paid tool like the following:
Use the keyword research tool according to your convenience and requirements. These research tools will help you come up with long-term keywords that you won’t have thought of otherwise.
Read also: Best Tools to Make Infographics
5. Review Your List with Google Search:
After you’ve refined your keyword list with your chosen research tool, try thinking of the keywords that go against your thoughts i.e. you’re doubtful about their suitability. Try going into incognito mode and look for your keywords as if you were an interested searcher. Also, try looking for what others ads are offering. Consider peeping into your customers’ mindset.
These experiments and research will help you optimize your ad and its landing page according to your customer requirements and thoughts. It will help you give a better experience to your target audience.
6. Have Competitor Research to Get More Ideas:
If you want your keyword list to be more refined, try researching what your competitors are doing, but you won’t be able to see exactly which keywords your competitors are bidding on. You can only see their ad copy and have an idea of which keywords they are working on. Try checking their different ads and find out which keywords are mostly appearing in their ads. The keywords frequently seen in their ads are the ones on which they are bidding. You might also try bidding on them.
Related: How to Conduct a Competitor Analysis for PPC
7. Organize and Finalize Your List:
This is the step where you need to cut down your long keyword list to make it easily manageable. You might be thinking up to which number you should cut it down. Well, there’s no fixed number but the lower the number, the easier is to manage your list. Google’s close variant makes this task of shortening your keyword list easier.
Google, Microsoft, and other search engines analyze the searches of various users and serve you the close variants of your main keyword. Try removing the misspelled terms and shorten your keyword list. Some companies have 10-20 keywords for each PPC ad group, while some other companies keep only 5-10 keywords for each PPC ad group, and still, get better results. The main point here is to keep your keyword list short to manage it easily and be well-focused.
8. Choose Match Types:
You’ll get mainly three match types for your keywords such as broad match, phrase match, and exact match. Let’s learn what these match types exactly denote:
- Broad Match: Broad match type has the lowest restrictions and your ad will be shown to a vast audience. So, you’ll get more impressions but the conversion rate will be lower. It means your ads will be shown for less relevant searches.
- Phrase Match: This match type will give you more traffic and impressions and at the same time will remove the irrelevant searches. So, this match type is mostly recommended for your PPC ad groups.
- Exact Match: Exact match types have the highest restrictions and your ad will be shown to only your target audience. So, you won’t get higher impressions but your conversion rate will be much higher.
These match types can be easily described with the following image:
There are many controversies about which match type you should choose. Google suggests broad match types because you’ll get the highest chance to show up in the search outcomes. Competition and cost are other considering factors. The broad match might give you more exposure but the conversion rate is lower. Again, the exact match will show your ad to the exact audience giving you higher conversion, but they are more costly and more competitive.
So, getting started with phrase match type is recommended.
9. Remember Negative Keywords:
If you are only working on the keywords on which your ad will be shown, and neglecting the terms on which you don’t want your ads to be shown, you’re making a mistake for your PPC campaigns. So, remember negative keywords while keyword research to show your ads for more relevant searches. Suppose, you are selling supreme quality furniture for elite-class people, you’ll like to include terms like affordable, cheap, free, and the like as negative keywords because you won’t want your ads to be displayed for these search terms. Again, you’ll want to remove terms that are similar but irrelevant to your ads such as if you are doing business with home appliances that have dryers and washers, you’ll like to remove terms like “hair dryer.”
Please try the following tips to get negative keywords for the PPC campaigns:
Review the reports of the search queries. You can easily find out the negative keywords when you review the reports of the search queries after your ad has been shown. If you find that your ad is displayed for keywords for which your business is not suitable enough. Try to add those keywords in your negative match types, so that your ad is not shown for those search terms again.
Get an idea about the negative match options. Get an exact idea about your negative match options. Generally, use broad match types for disqualifying negative terms like “free”. Use exact and phrase match types for disqualifying certain queries that include negative keywords that are long-tail.
Research your negative match keywords before your PPC goes live. It will let you save more money. You’ll get several keyword research tools to get negative keygwords for your main keyword.
Use multi-degree negatives. There is a probability that you’ll get negatives that will be good for multiple or various campaigns or ad groups.
Use negatives with care. Before you include a term in your negative match types, consider carefully that a wrongly chosen negative keyword will block your ad from some potential customers. It’s going to hurt both your impression and conversion rates.
10. Apply Information and Insights for Continuous Keyword Research for PPC:
Never stop your keyword research before it’s a continuous process. SEO is an ever-changing world. New changes taking place every day. Research and get information and insights to make your keyword list richer and more updated.
Remember that the reports of search queries are good sources for both relevant keywords and negative keywords. PPC campaigns are something that always has some scope for improvement. So, keep researching, learning, and improving your PPC campaigns with richer keywords.
You must have become well aware of how to do keyword research for PPC campaigns in Bangladesh from my above discussion. PPC management will serve you several benefits, just spend around 15 percent of your time spend on PPC management to do keyword research for PPC, and you’ll be golden. In case, you have any confusion or any help regarding digital marketing, social media marketing, SEO, and more, please contact digiSocial.