Keyword Research for PPC Campaigns

Keyword Research for PPC Campaigns

Keyword research and competitive analysis are the first step, and underlying foundation for great Google AdWords pay per click (PPC) campaigns. Keyword research, when directed in a different way, is also essential to having success in optimizing sites for good organic search results (SEO). The process we use at Blastoff to conduct keyword research for PPC campaigns is tailored to good PPC results versus SEO.

Blastoff places an emphasis on the keyword research for PPC campaigns because it a critical underpinning for high quality campaigns.

The Keyword Research Process

During the keyword research process, Blastoff utilizes paid tools to discover the constellation of best-performing keywords relevant to your market. We will identify your leading competitors and spider their websites, extracting keywords in use for both organic and paid search; and even their 10-year history of paid advertisements. All of this is factored in to building a great keyword base.

  • STEP 1

    • To start the keyword research process, Blastoff studies your site, identifying keywords and determining a list of likely direct competitors, either in your targeted geography, nationwide, or worldwide.

  • STEP 2

    • Then, we use automated tools to spider your site, making sure we understand your keyword base and any paid search history, all of which is compiled into a database.

  • STEP THREE

    • Next, we spider the website of your competition to build up the keyword base, paying special attention to keywords which are heavily advertising on by your competitors.

  • STEP 4

    • Finally, we use paid keyword research tools to query keyword databases, extracting more frequently used (highest volume) keywords for your industry sector. In this way, a sizable master list of potential keywords is created for your campaign.

Keyword Factoring

  • ESSENTIAL FOR SUCCESS

    • Keyword factoring is a tedious, manually intensive process but if done well it leads to a well structured PPC campaign with great quality scores, leading to lower click costs, better ad ranks, better click through rates (CTRs), and better conversion rates (CPA, or cost per action).

  • COMPREHENSIVE DATABASE

    • During keyword factoring, we sort your keyword database alphabetically, then factor each potential keyword into small groups of tightly related keywords, assigning similar keywords into keyword clusters, which then are likely to become ad groups within your PPC campaign.

  • HIGHER QUALITY SCORES

    • For a 1,000 keyword search campaign, this process can often require 4 to 6 hours of intensive manual effort, but the payoff is substantial as it tends to result in highly structured, focused campaigns which pull high quality scores from Google and in general, work well.

  • OPTIMIZED FOR SUCCESS

    • It’s all about creating a quality campaign which will deliver the best possible return on ad spend (ROAS) over time. Well structured campaigns are easier to optimize over time and make it easier to spot issues.

Custom Landing Pages

In order to fully leverage the structure that comes out of our keyword research for your campaign, for some websites we may recommend that you deploy specialized landing pages, tailored to certain, or all ad groups. These pages should be marked “no-index” so that the PPC landing pages do not confuse Google’s Panda SEO algorithms. If your campaign and website is a good candidate for special-purpose landing pages, Blastoff will provide you with detailed instructions and suggestions.