How to do PPC Keyword Research for Profitable CPC Campaigns

Pay-per-click (PPC) advertising on Google and Bing rely heavily on PPC keyword research.

Select the right keywords to get your marketing campaigns in front of the highest number of potential customers.

PPC Keyword Research: 3 Key Considerations

The success of a pay-per-click (PPC) campaign depends on several factors, including the keywords used. To maximize your results, consider the following aspects when doing keyword research for PPC.

1. Search Intent and Quality Score

Your target search terms and search intent should align with your campaign goals.

Together, these two factors determine the number of impressions and clicks your ad might receive, based on the search ad algorithm.

They also play a role in your cost per click (CPC).

Search intent indicates the type of search a user is performing.

It’s generally grouped into four categories:

• Informational: The user wants to learn more about a topic or product
• Navigational: The user wants to find a specific website, page, or location
• Commercial: The user wants to research specific services, products, or brands
• Transactional: The user wants to take action, like make a purchase

Keywords with more commercial or transactional intent tend to generate more conversions.

The explanation is simple: Visitors with transactional intent are closer to making a purchase when they see and click on your ad.

For example, if they search for “life jackets,” they’re probably shopping for one.

Basically, they are ready to buy. You just...