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.
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:
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.
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:
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.
Now that you know why keywords matter, let’s look at the three main types you’ll work with:
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.”
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.”
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.
So how do you keep your PPC campaigns humming along with keywords that deliver a strong return on investment?
Here are some proven tips:
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.
