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How to Choose the Best Keywords for PPC

Choosing the right keywords for PPC (Pay Per Click) is essential for any effective digital marketing campaign. It helps to target the right audience, create relevant ads and maximize revenue. In order to determine the best keywords for PPC, one needs to consider market research, evaluate competition and consider the user's intent. That may seem like a daunting task, but the rewards can be worth it!

Table of Contents:

How to Choose the Best Keywords for PPC

Gather Market Research

Gathering the right market research is essential for determining the best keywords for PPC. The research should include the audience’s search habits, interests, location, and other demographic information to ensure the most effective results. This can be done through surveys, website analytics programs, and tools such as the Google Keyword Planner. Market research also allows you to assess the competition and establish a list of potential keywords that are based on the target demographic’s feedback. Additionally, it is necessary to keep a close watch on trends that can help prioritize the keywords being used. Without market research, choosing the best keywords for PPC becomes much more difficult.
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Analyze Competitor Keywords

Analyzing competitor keywords is an essential element of PPC keyword research. It enables you to gain insights into the most successful keywords in your sector, which can then be adopted and adapted for your own campaigns.

To start your analysis, identify your top competitors and analyze the keywords they are running campaigns on. Look closely at the words used in the ads and in the titles and descriptions on their landing pages. Additionally, pay attention to the language used to refer to their services on other channels, such as their website, social media accounts, and PR efforts.

It is also a good idea to set up an Adwords competitor analysis account in order to gain a better insight into the broader market. This account should allow you to compare your competitor's advertising campaigns and identify potential topics and keywords which may be successful for your own PPC campaign.

Using data from competitor research, and from both tools and analytics within your campaign, will help you find the best keywords for your PPC campaign, and let you know how to effectively use them.

Check Keyword Performance

Choosing the right keywords is important for a successful PPC campaign. But what happens after you decide which keywords to use? It is important to monitor their performance and track the results of your efforts.

You can use analytics tools to track the cost per click and number of impressions for each keyword. This will enable you to determine which ones are driving the most traffic and conversions. You can also find out which keywords need to be removed, or targeted more effectively.

By monitoring keyword performance, you can optimize your campaigns to get the most out of your budget and make sure you focus on the keywords that are giving you the best return on investment. With the right analysis and keyword optimization, you can ensure that your campaigns are cost-effective and profitable.

Identify User Intent

When selecting the best keywords for PPC, it's important to determine your users' intent. Identifying user intent will help you target your audience more effectively and ensure your PPC campaigns generate the desired results.

User intent typically carries either informational, navigational, or transactional intent - or a combination thereof. Informational intent refers to searches which are looking for information about a specific topic, navigational intention describes searches for a particular website, and transactional intent indicates searches for a product or service.

By understanding how each of your target keywords lines up to user intent, you can ensure your website is providing the answers and solutions your searchers are looking for. This in turn will improve user engagement and increase your chances of converting visitors into buyers.

Evaluate Cost Per Click

Cost Per Click (CPC) is an important part of any Pay Per Click (PPC) campaign. Before investing time and money in a paid search campaign, it's essential to understand how CPC works and the different factors that affect the cost of your ads.

The CPC for a given keyword is determined by the search engine's AdWords auction. The more advertisers competing for the same keyword, the higher the cost. Similarly, if a search engine determines that your ad is more relevant or provides more value than others, it may cost less to bid on that keyword.

It's important to research the cost per click of any keywords you are considering bidding on. You want to make sure that the cost is reasonable and that your ad budget is large enough to cover the traffic generated. You should also factor in how much you are willing to pay for each click, as this will help you determine which keywords to bid on. Evaluating the cost per click can help you decide which keywords have the most potential to generate leads and sales with the best ROI.

Choose Long-Tail Keywords

Long-tail keywords are an important part of for Pay-Per-Click campaigns. They are longer, more specific keyword phrases that allow you to target users who are further along in their search journey. By using long-tail keywords, you can create content that is tailored to users who are more likely to convert into customers.

The best way to find long-tail keywords is to use a content research tool, such as AnswerThePublic. This tool can be used to generate lists of long-tail keyword ideas related to the topic you are targeting in your PPC campaigns. Once you have a list of potential long-tail keywords, you can then use keyword analysis tools to further narrow down the list and determine which keywords are the best fit for your campaigns.

By focusing on keyword phrases that are highly targeted and have less competition, you can effectively reduce your Cost Per Click and increase your Return on Investment. Using long-tail keywords as part of your PPC campaigns is a great way to maximize the impact of your ad budget and increase your chances of success.

Optimize for Mobile

When choosing keywords for a PPC campaign, it is important to consider mobile optimization. With more and more people using their phones to search online, optimizing a website and PPC campaigns for mobile use is essential. Using long-tail and geo-modifier keywords can help target mobile users who are searching near their location. Adding location-specific keywords to campaigns can also help convert mobile searchers into customers. Additionally, creating separate campaigns and ad groups catering to mobile users can help make sure that campaigns are reaching the right audiences. Utilizing mobile optimization techniques for your PPC campaigns can help them target the right people and increase conversions.

Testing and Refining

Testing and refining are important for successful keyword research strategy. Testing various keywords and refining them to target the right audience is essential in order to maximize ROI.

Developing a strategy for testing and refining keywords is key. This can be done by grouping keywords by search intent and defining metrics that help to determine their performance. It's also important to track which keywords bring the most leads and conversions, allowing for a better understanding of which keywords are most beneficial.

Once the data is collected, refine keywords that are performing the best by including in search terms, ad copy, and landing pages to target relevant users. Additionally, review search terms reports and query mining to find new relevant keywords. Through this process, CPAs and other metrics can be monitored and keywords can be adjusted or removed, ensuring only the best keywords are in use.


Choosing the best keywords and placing the right bids for PPC campaigns can be complex, and take time and effort to get right. Consider market research, evaluate competition, consider the user's intent and the cost per click when making keyword selections, and make sure to optimize for mobile use. Doing all these can help to target the right audience, create relevant ads and maximize revenue.
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