Using relevant, cost-effective keywords is the most important aspect of any successful paid digital advertising campaign — often referred to as pay-per-click advertising (PPC). After all, you have to understand what your potential customers are searching for if you want to deliver appropriate content that leads to clicks and conversions.
By choosing the right keywords, you can ensure that:
Your ads are being delivered to your intended audience.
Your ads, webpages, and collateral assets are reflective of the keywords your audiences are searching.
Your search engine results page (SERP) rank is positioned above your competitors.
Your cost-per-click (CPC) remains low because your paid strategy is consistent from start to finish.
Your overall content strategy is aligned with numerous keyword sets that are best suited for your organization.
Unfortunately, no one is going to hand you the best keywords on a silver platter. You have to seek out the most effective terms for your business, brand, products, and services — which means you have to conduct paid search keyword research using best practices, innovative techniques, and helpful tools.
In today’s blog, we’re going to discuss how to conduct paid digital advertising keyword research and how you can use those terms to generate more conversions and better demand generation return on investment.
Review All of Your Digital Properties to Understand Your Current Keyword Strategy
The first stop in your quest for keyword supremacy should (hopefully) be familiar territory: your website, blog, landing pages, and all other digital properties.
Begin by reviewing your Google Analytics instance(s) and taking note of your most successful pages by sessions and time on page. You should also review your Google Ads account(s) to determine which campaigns are generating the most clicks and conversions — and at what rate. If your sessions are high but your time on page is low, or if your click-rate is high but your conversion rate is low, you’ll need to optimize those pages for better alignment with your target keywords.
Once you feel those pages are in good shape, you’ll need to harvest them for primary, secondary, and tertiary keywords. Depending on the length and purpose of the pages you’re reviewing, you should have between 1-5 terms to leverage on each page. These keywords will fall under one of four types:
Branded Terms: Verbiage that includes your organization’s name and related trademarked terms. You absolutely must own these terms across all paid search campaigns. Make sure you’ve trademarked your company name, slogan, and taglines to prevent competitors from “conquesting” your branded terms.
Competitive Terms: Branded phrases that include the names of your competitors and their trademarked terms. Per Google and Bing’s guidelines, you cannot use your competitors’ trademarked terms in your ad copy and could be sued for doing so. You can, however, bid on these key phrases and use them in your webpage and landing page copy.
Product/Service Terms: Terms that are related to your product, service, and solution lines. These are your bread and butter terms that your users most commonly use to learn more about how your business can help solve their problems. It’s important to use specific keywords in targeted ad groups to direct this traffic to the ideal landing spot.
By choosing the right keywords, you can ensure that:
Your ads are being delivered to your intended audience.
Your ads, webpages, and collateral assets are reflective of the keywords your audiences are searching.
Your search engine results page (SERP) rank is positioned above your competitors.
Your cost-per-click (CPC) remains low because your paid strategy is consistent from start to finish.
Your overall content strategy is aligned with numerous keyword sets that are best suited for your organization.
Unfortunately, no one is going to hand you the best keywords on a silver platter. You have to seek out the most effective terms for your business, brand, products, and services — which means you have to conduct paid search keyword research using best practices, innovative techniques, and helpful tools.
In today’s blog, we’re going to discuss how to conduct paid digital advertising keyword research and how you can use those terms to generate more conversions and better demand generation return on investment.
Review All of Your Digital Properties to Understand Your Current Keyword Strategy
The first stop in your quest for keyword supremacy should (hopefully) be familiar territory: your website, blog, landing pages, and all other digital properties.
Begin by reviewing your Google Analytics instance(s) and taking note of your most successful pages by sessions and time on page. You should also review your Google Ads account(s) to determine which campaigns are generating the most clicks and conversions — and at what rate. If your sessions are high but your time on page is low, or if your click-rate is high but your conversion rate is low, you’ll need to optimize those pages for better alignment with your target keywords.
Once you feel those pages are in good shape, you’ll need to harvest them for primary, secondary, and tertiary keywords. Depending on the length and purpose of the pages you’re reviewing, you should have between 1-5 terms to leverage on each page. These keywords will fall under one of four types:
Branded Terms: Verbiage that includes your organization’s name and related trademarked terms. You absolutely must own these terms across all paid search campaigns. Make sure you’ve trademarked your company name, slogan, and taglines to prevent competitors from “conquesting” your branded terms.
Competitive Terms: Branded phrases that include the names of your competitors and their trademarked terms. Per Google and Bing’s guidelines, you cannot use your competitors’ trademarked terms in your ad copy and could be sued for doing so. You can, however, bid on these key phrases and use them in your webpage and landing page copy.
Product/Service Terms: Terms that are related to your product, service, and solution lines. These are your bread and butter terms that your users most commonly use to learn more about how your business can help solve their problems. It’s important to use specific keywords in targeted ad groups to direct this traffic to the ideal landing spot.
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