The lynchpin of any successful PPC campaign is keyword research. The better the keywords are, the more likely it is to result in clicks and conversions. Keyword research is both science and art. It is about using the multiple tools at your disposal, but at the same time, it is also about understanding your customers and predicting the terms they are typing in the search bar.

PPC advertising services focus on the same. These services ensure that your ads show up in the right place at the right time. In this post, we will be discussing the need for PPC keywords and ways to find the best of them.


Target the long-tail keywords

In PPC services, the length of the keywords matters the most. I am not denying that there can be certain advantages of using shorter keywords, but long-tail keywords are the way to go.

long tail keywords

The two vital advantages of using long-tail keywords are,

  • They are more specific to user search intent
  • Since they are more specific, they have no or less competition. Even there is a precarious range of companies to bid on them.

Aim for branded keywords

Another way to get more keywords for PPC is by aiming at branded keywords. There must be people who run searches specifically for your business, but the last thing you want is for them to get greeted by PPC ads owned by someone other than you.

Use your competitors’ keywords!

Keeping an eye on your competitors’ strategy is a good idea, but copying their moves isn’t a great strategy. However, you can borrow keywords from them and get yourself benefited. It is obvious that whatever keywords your competitors are ranking on, you too want to rank upon. You can use a tool like SpyFu to find the keywords your competitor is ranking for.

Spend your budget on terms that drive revenue

To get successful in the world of paid ads, it is essential to distinguish your brand from competitors. Keyword research optimization is among the best ways to get your ads ready. Get used to some suitable tactics on keyword research as it will ensure your campaigns are well-targeted.

Optimize for voice search

Voice search has transpired into a popular feature for people who are prone to use mobile devices. The people who don’t like to type the search term often use the voice search. Especially those who are old aged and not a pro at using smartphones.

optimize for voice search

This practice is becoming common now and is beginning to influence the kinds of queries people are looking for. Speaking for search also lets you find anything with precision.- This is because you will mention the search term clearly while speaking instead of typing.

Try to include variations and synonyms!

Once you have laid a solid foundation, now it is time for you to build your keyword list. You can use variations and synonyms for the keywords you are already targeting.


For example, if you are targeting “photography services,” there could be a risk as this keyword won’t reach everyone searching for photography services. Some people will look to use different search phrases like portrait services or professional photographers.

Consider some negative keywords

It is a critical aspect to know what type of keywords for PPC you want to target first and what not to. Google Adwords can help you create a list of negative keywords, the keywords that are of no use for your ad content.

For instance, if you try to advertise your shade solution, you might target a lot many keywords that include the term ‘shade.’ On the contrary, a term like ‘Lamp Shade,’ won’t do anything good for you as it contains ‘Lamp,’ that could be negative for you.

Create intent-driven ad groups

Your PPC keyword research in internet marketing terms doesn’t stop with creating a meaningless list of keywords. For instance, if you wish to use PPC to promote your latest suitcase, you will have to put together a list of keywords that will target people looking to buy a new suitcase and create a set of ads, called an ad’s group. Creating an intent-driven keyword will always help you a lot in getting to your target.- This is because your ads and keyword are deemed to be grouped based on the search intent.

ads groups

Time for the final verdict: If you have made up your mind to optimize your PPC keyword research, you should be following these 8 points to get your game on track. It would be tough right from the word ‘go’ to search for keywords in PPC, but we recommend you to spend around 15% of your PPC management time on PPC keyword research. Try to do the research weekly to make your account stronger and relevant.

Vinay Kumar

He is tech-savvy and loves to learn about new trends in industry. A voracious reader who loves to share his thoughts and ideas.

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