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Ifigenia Arampelou
Director of Digital Transformation

How do I choose the right keywords for my PPC campaign?

Choosing the right keywords for your PPC (Pay-Per-Click) campaign is crucial for targeting the right audience and maximizing your ad's effectiveness. Here are some steps to help you choose the right keywords:

1. Define your campaign goals:

Example: If you're running a PPC campaign to promote a new line of handbags, your goal might be to increase online sales and brand awareness by driving traffic to your e-commerce store.

2. Conduct keyword research:

Example: Start with general keywords like "handbags," "purses," or "shoulder bags." Then, use a keyword research tool like Google Keyword Planner to discover related keywords such as "designer handbags," "leather purses," or "tote bags for women."

3. Consider long-tail keywords:

Example: Instead of targeting the broad keyword "handbags," you could include long-tail keywords like "black leather crossbody handbags" or "small floral print shoulder bags." These specific keywords can help you reach a more targeted audience interested in those particular styles or features.

4. Analyze keyword intent:

Example: Target keywords that indicate purchase intent, such as "buy handbags online," "shop trendy purses," or "affordable designer bags." These keywords are likely to attract users who are ready to make a purchase decision.

5. Use keyword match types:

Example: Suppose you're targeting the keyword "handbags."

Broad match: Your ad could appear for related searches like "fashionable handbags," "stylish purses," or "latest trends in bags."

Phrase match: Your ad would be triggered for searches that include the phrase, such as "buy handbags online" or "large handbags for travel."

Exact match: Your ad would only appear when someone searches for the exact term "handbags."

6. Analyse competitor keywords:

Example: Research competitor PPC campaigns to identify keywords they are targeting. For example, if a competitor in the handbag industry is running a successful campaign, they might be targeting keywords like "luxury designer handbags," "vegan leather purses," or "discounted handbag sale." Use these insights to refine your own keyword strategy and find unique keywords that resonate with your target audience.

7. Refine and optimize your keyword list:

Example: Regularly review your keyword performance metrics. Identify keywords that are driving high click-through rates (CTR), conversions, and sales, while excluding underperforming keywords. Allocate more budget to successful keywords and adjust bids accordingly to optimize your campaign.

8. Test and iterate:

Example: Experiment with different variations of your ad groups, including different keywords, ad copies, or landing pages. For instance, create two ad groups—one targeting the keyword "leather handbags" with ad copy emphasizing quality and durability, and another targeting "fashion handbags" with ad copy highlighting the latest trends and styles. Measure the performance of each ad group and optimize based on relevant metrics.

Remember, tailor these examples to your specific handbag business, target audience, and campaign goals. Regularly monitor and adapt your keyword strategy based on campaign performance to maximize the effectiveness of your PPC campaign.

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