When you set up a PPC campaign, it’s important to think about what you want to achieve. When it comes to setting up ad groups and selecting keywords, you need to make sure they are relevant and specific.
Carrying out keyword research with your project goals in mind will allow you to select keywords that are more likely to deliver the results you’re looking for.
For example, if you are a archery shop in Southern California looking specifically to get online registrations for an upcoming event from your search campaign, you might initially think to target the keywords “SoCal archery” or “archery shops in Southern California”. With keyword research, you may find that there is a good amount of search volume for more qualified enquiries such as “SoCal archery” or “archery shops in Southern California”. If users search for these sorts of queries, they are more likely to be looking to make an appointment and could be worth more per click to you than a user with a more ambiguous search such as “bow shops in Southern California”.
With comprehensive keyword research you can look to find relevant keywords that have a good amount of search volume, have a reasonable average cost per click, and are more likely to meet your campaign goals.
Google’s Keyword Planner is one of the more useful tools for keyword research and will help you find out how many people are searching for your keywords and what you can expect to pay per click. The tool will even suggest more keywords that you might not have considered and help you build a strong, targeted campaign.