You have a great web­site and you start­ed get­ting the hang of your social media con­tent plan­ning. If you’re like most peo­ple, you may not be an expert of the won­der­ful world of online strat­e­gy, but you don’t mind learn­ing along the way to take your busi­ness to the next lev­el. We’re with you and we get it.

As experts in this field, we work with online mar­ket­ing strat­e­gy every day and know a thing or two about it. So, what is a PPC key­words list any­way and what are key­word vari­a­tions? It may sound like a for­eign lan­guage right now, but by the end of this expla­na­tion, you’ll be flu­ent in no time. And if not, we are just a phone call away. Now, let’s get start­ed!

What is PPC and how does it work

First, let’s define what PPC is and is not. PPC, also known as pay per click, is an online adver­tis­ing busi­ness mod­el in which adver­tis­ers pay a pub­lish­er every time an ad is clicked. This is an opti­mal web­site traf­fic gen­er­a­tion tool and works won­ders.

If you’re not yet part of the PPC club, now is the time to join. PPC is a phe­nom­e­nal way to tar­get your poten­tial cus­tomers and increase web­site traf­fic. PPC is not an organ­ic lead gen­er­a­tor. Is it like buy­ing vis­its to your site? Yes, and it’s incred­i­bly effec­tive.

One of the most pop­u­lar forms of PPC is search engine mar­ket­ing (SEM). This method allows adver­tis­ers to bid for ad space on those sites that are spon­sored by search engines.

When some­one search­es for a key­word that relates to your busi­ness offer­ing, a link spon­sored by the search engine will appear with your company’s busi­ness infor­ma­tion on it. When­ev­er this ad is clicked, the vis­i­tor is sent to your web­site and you pay a fee. How­ev­er, at the end of the day, this small fee becomes triv­ial since the idea is for those vis­i­tors to become cus­tomers.

This makes the vis­it worth more than what you are pay­ing for, con­vert­ing your vis­its to a huge prof­it. And that’s how we like it! But if that isn’t enough to con­vince you to join the band­wag­on, we have a few oth­er rea­sons why PPC is good and ben­e­fits every­one:

  • Searchers: Accord­ing to avail­able research, con­sumers click on paid search ads more than any oth­er form of online adver­tis­ing. This indi­cates that those who are search­ing on the web don’t mind this form of adver­tis­ing as long as it fits their needs.

Since the ads are high­ly rel­e­vant to the prod­ucts and ser­vices being searched, it is high­ly like­ly they will be clicked. Google’s for­mu­la helps in mak­ing the con­nec­tions between online adver­tis­ing and con­sumer needs.

  • Adver­tis­ers: This mod­el gives adver­tis­ers a direct oppor­tu­ni­ty to place unique ads with their prod­ucts or ser­vices on the radar of the tar­get­ed audi­ence active­ly look­ing for what they have to offer. Traf­fic is mea­sured based on how close­ly aligned the traf­fic flow to your web­site is to the online ad that is post­ed. This makes for a win-win oppor­tu­ni­ty for both con­sumers and adver­tis­ers.
  • Search engines: PPC allows search engines to cater to and tar­get search­es and adver­tis­ers simul­ta­ne­ous­ly. Search engines are look­ing to pro­vide rel­e­vant results while gen­er­at­ing a high­ly tar­get­ed rev­enue stream.

What’s great about PPC mar­ket­ing is that ad net­works reward every­one. This includes those with the high­est qual­i­ty ads and the most pop­u­lar ads. Still not con­vinced this is the way to go?

Take a look below and see if this reflects your thought process:

  • I want to grow my cus­tomer base.

Are you look­ing to con­nect to the searchers look­ing for your prod­uct or ser­vice? One of the best things about PPC is that it con­nects you to searchers who are active­ly seek­ing what you have to offer. PPC puts you in an ide­al posi­tion to respond by pro­vid­ing an offer that’s rel­e­vant to their search query. It’s a match made in heav­en.

  • I want to gen­er­ate leads but don’t want to spend a lot.

We know how it is. A mar­ket­ing bud­get can eat away at resources. The beau­ty of using PPC in your online mar­ket­ing strat­e­gy is it’s high­ly tar­get­ed approach. For this rea­son, it allows you to reach poten­tial cus­tomers that have indi­cat­ed in the search engine that they are in the mar­ket for prod­ucts and ser­vices like yours. Hence, the vis­i­tors that come to your web­site are ready to pur­chase. You will also enjoy a dis­count for mak­ing the search engine users hap­py.

Ok, now that we’ve con­vinced you of this win-win oppor­tu­ni­ty for your busi­ness, let’s dig a lit­tle deep­er about cre­at­ing PPC cam­paigns and how it’s done.

PPC keyword research and how it’s done

Devel­op­ing a PPC key­word list is time-con­sum­ing but instru­men­tal in the suc­cess of your cam­paign. In fact, your whole PPC cam­paign is built around key­words and the most suc­cess­ful adver­tis­ers reg­u­lar­ly refine this list and grow their cus­tomer reach. Yet, it is not as sim­ple as under­stand­ing key­word vari­a­tions. Here are a few key ele­ments that you must include in your PPC cam­paign:

  • Rel­e­vance: This goes with­out say­ing. Your PPC cam­paign must be geared towards tar­get­ing high-qual­i­ty leads that are inter­est­ed in your prod­uct and ser­vice offer­ing. If not, you’re wast­ing your mon­ey. Using tar­get­ed key­words will lead to more prof­it. All key­words you bid on should be close­ly relat­ed to what you’re offer­ing.
  • Exhaus­tive: A key­word list should include a long tail search. Long tail key­words are more spe­cif­ic and less used but gen­er­ate the most traf­fic.
  • Expan­sive: Adapt, adapt, adapt! You want your PPC cam­paign to be flex­i­ble and mold­able to your cur­rent and chang­ing needs.

PPC keyword research and how it's done

Begin look­ing through your company’s web­site ini­tial­ly and iden­ti­fy­ing core words and phras­es to describe your busi­ness. See any key­words or themes there? Once you’ve iden­ti­fied them, you may want to get orga­nized. Remem­ber to group key­words to appro­pri­ate themes.

You’ll also want to include brand­ed key­words, which gen­er­al­ly have high­er con­ver­sion rates and low­er cost per con­ver­sions. To cre­ate a list of key­word vari­a­tions, go through this list and think of any syn­onyms or vari­a­tions of each word on this list.

Now, take a step back and look at your web­site through the eyes of your cus­tomer. Ask your­self what your cus­tomer would type into a search engine to find your prod­ucts and ser­vices. By doing this, you’ll be able to iden­ti­fy key­word vari­a­tions that you may have not thought of before. Your cus­tomers may not be as knowl­edge­able about your offer­ings as you are and this is impor­tant to take into con­sid­er­a­tion when cre­at­ing key­word vari­a­tions.

Some quick tips for creating a keyword variation list:

  • Baby steps

Start small when cre­at­ing your list ini­tial­ly. It’s quite easy to get lost in a sea of thou­sands of key­words. The best ones are those that are spe­cif­ic to the con­tent of your web­site.

  • Don’t gen­er­al­ize

You want to min­i­mize the com­pe­ti­tion so these cus­tomers find you. When key­words are too gen­er­al, this increas­es the cost per click amount. Unless you have a large bud­get, work on mak­ing your key­words spe­cif­ic and tar­get­ed.

  • But don’t be too spe­cif­ic

Yes, this may sound con­fus­ing, but you don’t want to lim­it your ad expo­sure either.

This is an ongo­ing process that will improve the more you do it. Begin­ning with a strong key­word list will move you in the right direc­tion from the start. The chal­lenge is just get­ting there.

Do you have ques­tions about devel­op­ing suc­cess­ful PPC cam­paigns that increase busi­ness traf­fic and prof­its? Our high-qual­i­ty inte­grat­ed mar­ket­ing strate­gists have helped thou­sands of cus­tomers like your­self. We know how to nav­i­gate the online jun­gle and can help you do the same. Give us a call today!