Everyone in the SEO industry knows that the search landscape never stops evolving. This is what makes the industry so dynamic, prompting everyone involved to stay on their toes or risk lagging the competition. One of the most exciting changes recently was the rebranding of AdWords as Google Ads. Many people won’t even stop to think about this name change, but it tells a lot about the future of PPC keyword research.
According to Sergey Brin, co-founder of Google, the search engine was never designed to return relevant information after typing a keyword. Instead, their original vision was to deliver information as and when people needed it. The launch of Google Ads in 2018 indicates that Google is inching closer toward this goal, and it also ushers in a new era of doing user-centric keyword research for PPC.
Finding the right keywords to target is getting increasingly sophisticated for SEO, but the same cannot be said about PPC. Here’s an actionable strategy to boost your paid search campaigns.
1) Define your goal
You should never invest in PPC unless you know exactly how it will fuel your business growth. Since you’re constantly shelling out money when running a PPC campaign, your goal should be to present an offer that your target audience will likely respond to. Keep in mind that you’re not investing in a PPC specialist to buy keywords or buy traffic. It’s all about putting your best offer in front of your target audience and compel them to convert.
2) Understand prospect awareness
All businesses that use PPC strives to increase sales. While this is the goal, not all prospective consumers will help you reach this finish line. In fact, your audience decreases in size as you get closer to this objective. But by helping those who are further away from the action you want your audience to take, you give your business a better shot at boosting conversions. Your initial PPC campaigns may have to be targeted at those who are just learning about your product or service and then gradually move on to those who are already aware of what you have to offer.
3) Categorize your keywords
By understanding your audience segments based on how far they are from your end goal, you’ll have an easier time categorizing your keywords. Some keywords should be seen by people who are only aware of the problem your business can solve. Other keywords should be seen by people who appear ready and willing to make a purchase right now. Targeting all keywords to all your target audience inevitably leads to a hit or miss situation, thus wasting money in the process.
Don’t forget to understand the language used by your prospective customers. When they only know of the problem you’re trying to solve, they may find it difficult to describe your product or service using the same language as you do. This requires additional research as you uncover what terms they use, which ultimately grows your keyword list based on real user data.