Keywords are the roots of generating high revenue with PPC campaigns. You need to optimize your keywords and ad copy daily to ensure that your ads appear in the right place and for appropriate search queries. Therefore, choosing a relevant keyword is essential to fuel up PPC Ad Campaign Strategies.

What are the keywords?

Keywords are the roots of everything in PPC campaigns. You use keywords to define your ads, and where they should appear, and if you want to have a successful PPC campaign, you should have a solid understanding of what they are and how to use them. There are different types of keywords that you can choose.

Branded Keywords

Branded keywords are branded searches that lead to high search queries via a search engine. It includes the name of a particular company, business, or brand that more potential customers of the business use to get specific information about a brand

Generic Keywords

These keywords cover ambiguous keywords, or you can also refer them to short-tail keywords. You can not get the real intention of these generic words.

Transactional Keywords

Transactional keywords are those keywords that potential customers use to get the product and services. These keywords have both weak and robust purchase intentions. Some examples of Transactional keywords are discount, buy, purchase, cheapest, for sale, etc

Locational Keywords

Locational keywords cover every single related thing to that particular location and are more beneficial to location-based companies. Usually, users request the internet to show goods or services nearby them.

Long-Tail Keywords

These keywords have a conversion rate more than other types of keywords.

Informational Keywords

Informational keywords are those search keywords that an online searcher uses to find more information about something. This information can be related to service, product, guide, or anything else. The user of informational keywords is merely looking for information.

Why Do You Need A Keyword Strategy?

Using keyword strategies is essential for developing a winning search engine marketing campaign. Your keyword strategies include choosing high-performing keywords that will help you to drive maximum traffic to your business. If you choose the right keywords for your advertisement strategy, it will help you stand out in the marketing campaigns.

The best strategy is to choose keywords that are highly relevant and related to your business or keywords associated with your industry. Once you select keywords that best fit your business, you need to draft text ads by incorporating the keywords.

Now when the visitor clicks on your ad appearing on the search engine result pages (SERP), you are required to pay the bid amount that you have decided to bid for the chosen keywords. This process is also known as PPC or pay-per-click advertising.

For successful search marketing, you must have an intensive keyword research strategy. For that, you can use the keywords tools or search query data to compile a comprehensive list of marketing keywords.

How To Choose The Keywords?


PPC keywords search is the only way that will help you to choose keywords beneficial for your business. This process involves a series of steps, yet it is simple. The following are some critical pointers for selecting the keywords.

Start Brainstorming

To choose a perfect keyword for your business, you have to do some mental exercise. You can list down the words you think will make buyers search to come across your product or company.

You may prepare the list by dividing the keywords into different sub-headings, such as

  1. Branded keywords
  2. Product or service-specific keywords
  3. High intent keywords
  4. Feature specific keywords

Check Out Your Competitors

Before choosing any keywords or diving into any keyword research tool, you should check what your competitor is doing. If you want, then you can learn a lot from your competitors.

Expand Your List with Keywords Search

You should expand your list of keywords so that you can quickly appear in the search list of your targeted audience.

Refine Your List with Keywords Research

After choosing appropriate keywords for your business, you should refine them from time to time. This process is also known as keyword optimization.

Group Keywords Into Ad Groups

Once all the steps mentioned above have been complied with, you should draft an advertisement by incorporating the selected keywords.

Tools that Can Help You Pick Keywords

With all the appropriate keywords on your site, you can ensure your ads appear in the right place and in front of the right audience. It will help you to improve click-through rates on your website.

With the help of the following tools, you can choose your keywords more effectively.

Google Keywords Planner

Google keywords planner is a part of Google Adwords. It is a free keyword analysis tool. You can use this tool to explore new keywords related to your business. It will help you to grow your search results in search engines.


This tool can help you find unique keywords to fuel up your PPC campaigns and optimize your website’s SEO. It is the most powerful tool for the analysis of keywords.


Wordstream has a massive collection of long-tail keywords in its database, helping you choose the perfect keywords for your business.

Wordtracker Scout

Wordtracker Scout is a Chrome extension, a keyword research tool you can use to discover the exact keywords your competitors are using.

Google Analytics

Google Analytics tool helps you optimize your site for your marketing purpose. If you’re going to choose the best and most profitable tool for keywords analysis, you can opt for Google Analytics.

Bonus tool: growth robotics

Using this tool will make you safe from trivial errors that may harm your ranking.

How To Optimize Your Website For Keywords?

IIn a recent survey, business houses listed keyword optimization as the most challenging task in search engine marketing. Because it is difficult to perform, most site owners, bloggers, and marketers do not spend the required time optimizing the keywords.

But the fact is it is the most important aspect of SEO and PPC. If you don’t optimize your keywords as per market preference or market conditions, your targeted audience might not find you. It will result in no traffic, no sales, and no money.

To stand out in the market, you must practice search engine keywords optimization for:

  • Qualified traffic to your website
  • Calculate traffic potential
  • Write effective content
  • Understand users behavior

You can use the following suggestions to optimize your keywords.

  • Choose the keywords to focus on
  • Prioritize your keywords
  • Check important content of the page is getting indexed
  • Ensure your heading is unique
  • Try to improve the search list for the keywords
  • Update or add a title (if required )
  • Optimize existing text
  • Look for text in images
  • Add new and exciting content to the page
  • Increase social engagement 

More Resources

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Buzzword Ideas for Your PPC Campaigns
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