How do you do keyword research for PPC campaigns?

Start with business goals, use keyword tools like Google Keyword Planner, analyze competition, and organize keywords by intent and relevance.

Effective keyword research forms the foundation of successful PPC campaigns. Start by understanding your business objectives and target audience to identify relevant search terms that align with your goals.

Begin with seed keywords - basic terms describing your products or services. Use Google Keyword Planner, SEMrush, or Ahrefs to expand this list and discover related keywords, search volumes, and competition levels. Analyze competitor campaigns to identify high-performing keywords you might have missed.

Organize keywords by search intent: informational (research), navigational (brand searches), and transactional (purchase intent). Transactional keywords typically convert better but cost more. Group similar keywords into tightly themed ad groups for better relevance and Quality Scores.

Consider match types: exact match for precise control, phrase match for moderate reach, and broad match for discovery. Long-tail keywords (3+ words) often have lower competition and higher conversion rates, though with smaller search volumes.

Analyze keyword metrics including search volume, competition level, and suggested bid prices. Balance high-volume competitive terms with lower-volume, specific keywords for a well-rounded strategy.

Create a comprehensive negative keyword list to prevent irrelevant traffic and wasted spend. Regularly review search term reports to identify new keyword opportunities and additional negative keywords.

For personalized guidance, consult a Search Engine Advertising specialist like Feebe De Vis on TinRate.