PPC Keyword Research: Essential Tools & Tips

PPC Keyword Research

The backbone of any successful Pay-Per-Click campaign is keyword research. This stage involves choosing the best keywords to bid on, that are the most likely to result in clicks and versions.

The trick to navigating keyword research is about using the right tools at your disposal, as well as understanding the target audience and predicting which terms they’re typing into the search engine. Our PPC experts have put together the following guide to get you started.

Getting Started

Keywords can be organised into the following types:

  • Brand terms: any keywords containing your brand name and trademarked terms.
  • Generic terms: terms relating to products (e-commerce keywords) or services offered.
  • Related terms: terms that don’t directly relate to what you’re selling, but that users who want your products or services may be searching for.
  • Competitor terms: the brand names of competitors who are offering similar products and services to yours.


Essential Tools for PPC Keyword Research

1. Google Ads Keyword Planner

Google’s Keyword Planner remains a cornerstone for PPC keyword research. This tool provides valuable insights into keyword search volume, competition, and bid estimates. Use it to discover new keyword ideas and refine your strategy based on data-driven insights.

2. SEMrush

SEMrush is a comprehensive SEO and PPC toolkit that offers robust keyword research features. Uncover competitor strategies, analyse keyword difficulty, and gain valuable insights into your target audience’s behaviour.

3. Ahrefs

Known for its backlink analysis, Ahrefs is equally powerful for PPC keyword research. Explore keyword ideas, analyse competitor rankings, and fine-tune your strategy for better ad placements.


Tips for Effective PPC Keyword Research

1. Understand Your Audience

Start by creating detailed buyer personas. Understand your audience’s pain points, preferences, and the language they use. This insight will guide your keyword selection and help you create more compelling ad copy.

2. Focus on Long-Tail Keywords

While broad keywords have their place, long-tail keywords often yield higher conversion rates. These more specific and detailed phrases can attract users with a clearer intent to make a purchase.

3. Regularly Refine Your Keyword List

The digital landscape is ever-evolving, and so should your keyword strategy. Regularly review and refine your keyword list based on performance data, industry trends, and shifts in consumer behaviour.

4. Monitor and Adjust Bids

Don’t set and forget your bids. Monitor the performance of your keywords and adjust bids accordingly. Allocate more budget to high-performing keywords and consider pausing or adjusting those that underperform.


Digital marketing agency topclick has an excellent team with proven experience setting up, optimising, and maintaining PPC ads across Google and Bing. We understand that no client is the same, so our campaigns are tailored to each individual goal.

Our team has experience across multiple industries generating leads, calls, sales, traffic, and app installs. Drawing on our wealth of knowledge we can help you decide what type of campaign best suits your needs. Contact us today for more information.