What are PPC Keywords? – Explained

PPC (pay-per-click) advertising is a powerful marketing strategy that allows businesses to display ads on search engine results pages (SERPs) and websites.

At the heart of a successful PPC strategy are PPC keywords.

In this article, we’ll break down what PPC keywords are, why they matter, and how to choose the right ones for your business.

The Basics of PPC

PPC stands for pay-per-click. 

It’s an online advertising model where advertisers pay a fee each time someone clicks on one of their ads. 

PPC ads show up above organic search results on Google and other search engines. T

hey’re a way to “skip the line” and get your website in front of potential customers fast.

Here’s how it works:

1. You select keywords relevant to your business
2. You create ads that will show up when people search those keywords
3. If someone clicks your ad, you pay the predetermined cost-per-click
4. That click sends the user to a specific page on your website

The beauty of PPC is you only pay when your ad actually works – when someone is interested enough to click through to your site. 

You also have tons of control over your budget and can tailor campaigns to your specific goals.

Why Keywords Matter in PPC

Keywords are the fuel that powers your PPC engine. They determine when and where your ads show up. 

By choosing the right keywords, you can get your ads in front of the perfect audience – people actively searching for what you offer.

Let’s say you own a bakery that makes custom cakes. 

To attract customers looking to order a cake, you’d want to bid on keywords like “custom cakes,” “birthday cake delivery,” or “wedding cake shop.” 

When someone searches those terms, your ad could pop up, giving you a chance to win their business.

But it’s not just about stuffing your campaigns with any ol’ keywords. 

You want to be strategic. Factors to weigh when choosing keywords include:

• Relevance: How closely the keyword matches what you offer
• Search volume: How many people actually search the term
• Competition: How many other businesses are bidding on it
• Cost: How much you’ll pay per click
• Intent: What the searcher is really looking for

Getting this balance right is key to a profitable PPC campaign. 

You want a healthy mix of broad terms to attract a wide pool of potential customers and specific “long-tail” keywords to zero in on high-intent buyers.

Types of PPC Keywords

Now that you know why keywords matter, let’s look at the three main types you’ll work with:

1. Broad Match

Broad match keywords cast a wide net. 

Your ad can show up for searches containing your keyword in any order, and Google may match it to related searches. 

For example, bidding on “running shoes” could trigger your ad for searches like “best shoes for runners” or “sneakers for long distance running.”

2. Phrase Match

Phrase match keywords give you more control. 

Your ad will only show for searches containing your exact keyword phrase or close variations of it. 

So an ad targeting “vegan baked goods” could show for “best vegan baked goods” but not “baked vegan snacks.”

3. Exact Match

Exact match lets you target a specific term verbatim. 

Your ad will only show when someone types in that exact keyword, with no other words before or after. 

So “[red running shoes]” would only trigger ads when someone searches that exact phrase.

The type of keyword you choose impacts the reach, relevance, and cost of your campaigns. 

A solid strategy will leverage all three types in an appropriate balance for your goals.

Tips for Effective PPC Keyword Management

So how do you keep your PPC campaigns humming along with keywords that deliver a strong return on investment? 

Here are some proven tips:

1. Use keyword research tools like SEMrush or Google Keyword Planner to find relevant, high-value keywords. Look at search volume, competition, and suggested bids to prioritize keywords.
2. Organize your keywords into tight, related groups and create highly relevant ads and landing pages for each group. Keep your ad messaging consistent from keyword to click to conversion.
3. Don’t neglect negative keywords! Add irrelevant terms as negatives to avoid wasting money on unqualified clicks. Stay on top of search queries to catch new negatives as they pop up.
4. Long-tail keywords tend to have lower search volume but much higher conversion rates. Mine your search queries for longer, more specific keyword opportunities to add highly profitable ad groups to your campaigns.
5. Continually monitor, test, and refine your keyword strategy. As you collect data, you can make informed decisions to improve your keyword mix and bids. Don’t “set it and forget it”!

Recap: PPC Keywords Drive Results

PPC keywords are essential to a high-performing paid search strategy. 

They’re the connective tissue between what searchers want and the solutions you provide. 

By understanding what PPC keywords are, mastering the different keyword types, and implementing solid management techniques, you can craft campaigns that attract eager prospects and deliver profitable conversions – click after click.