Keyword Research For PPC: Tools and Strategies for Success

Pay per click advertising can deliver fast results, but only if it’s done right. One of the biggest mistakes businesses make is running ads without proper setup. If your campaign isn’t targeted correctly, your ads will end up in front of the wrong people, wasting both time and money.

That’s where keyword research comes in. It helps you discover exactly what words and phrases your potential customers are using when searching for products or services like yours. With the right keywords, your ads reach the right people at the right time, increasing clicks and conversions.

But keywords are just one piece of the puzzle. Knowing your audience, such as their age, location, and interests, also plays a big role in PPC success. That topic deserves its own discussion.

For now, let’s explore how to choose the best keywords to kickstart your PPC campaign and set it up for success.

What Is Keyword Research For PPC?

On platforms like Facebook or Instagram, paid ads are shown to specific audiences based on their interests and behavior. But with Google search ads, your ad appears when someone types in a specific phrase on Google.

This is where pay per click and search engine optimisation begin to overlap. Both rely on understanding what people are searching for and choosing the right words to match that intent. The keywords you select can directly affect how much you spend and how well your ads perform. That is why keyword research is such an important part of running a successful PPC campaign.

Effective keyword research helps you identify:

• PPC keywords that are most relevant to your product or service
• How competitive each keyword is so you can plan your budget wisely
• How to organise keywords into groups for better ad performance
• The intent behind what people are searching for such as buying or learning
• Which keywords you should avoid so your ads do not appear for the wrong searches

With the help of keyword planning tools and natural language processing insights, you can also uncover semantic entities. These are related words and concepts that add more context to your campaign. For example, if you are targeting running shoes, terms like athletic footwear or trail sneakers may help you reach a more engaged audience.

When you combine keyword research with a deep understanding of your audience, your PPC campaign becomes more relevant, more targeted, and more cost effective from the very beginning.

Why Keyword Research is Critical for PPC Campaigns

Doing keyword research is not just a technical task—it’s the foundation of a profitable and high-performing PPC campaign. Without it, even the best-looking ads can fail. Here’s why keyword research adds so much value and how it shapes your entire advertising strategy.

1. Understand Search Intent
Search intent is the reason someone types a specific phrase into Google. It tells you what they’re really looking for. Understanding this helps you show ads that feel helpful, not intrusive. There are four basic types:

By using tools that detect semantic entities (like Google Keyword Planner, SEMrush, or NLP-based tools), you can go beyond surface keywords. For example, if the keyword is “men’s formal shoes,” semantic terms like “oxfords,” “leather sole,” or “wedding attire” give deeper insight into what your user may expect to see.

Avoid running ads on keywords with low buying intent. If someone searches “how are dress shoes made,” they’re not likely ready to purchase. That money is better spent on keywords like “best men’s leather shoes near me.”

2. Drive Qualified Traffic
The right keywords don’t just bring traffic—they bring the right traffic. When your ads appear for people who are already looking for what you offer, you’re connecting with users who are more likely to click, take action, or make a purchase. This reduces bounce rate and improves your conversion rate, which in turn lowers your cost per acquisition (CPA).

3. Improve Ad Quality Score
Google assigns a Quality Score to your ads based on how relevant and useful they are. Higher scores mean your ads appear in better spots and cost less per click. Well-researched, intent-driven keywords boost your score because users are more likely to engage with ads that match what they are really searching for.

Proper keyword research also helps you find negative keywords—terms that you don’t want your ads to show up for. This filters out unqualified traffic and saves your budget.

Final Tip
Use natural language and semantic insights to create ad copy that mirrors what your audience is searching for. This alignment boosts engagement and builds trust.

In short, smart keyword research using both traditional and NLP-driven tools ensures your PPC campaign is effective, relevant, and budget-friendly right from the start.

Types of Keywords to Consider for PPC

As we explored earlier, understanding search intent is key to effective PPC advertising. But there’s more to choosing the right keywords—especially when it comes to deciding between branded and non-branded keywords. Both play different roles in your campaign strategy.

Branded vs Non-Branded Keywords

Non-branded keywords are general search terms that describe a product or service without naming a specific brand. For example, “leather dress shoes” or “wireless headphones” are non-branded. These keywords usually have higher search volume because they attract users at the beginning of their buying journey, often in the research or comparison phase. When you search for the ‘Non Branded’ keyword, you get to see a number of search results for different brands. an example is given below in image form

Branded keywords, on the other hand, include the name of a specific brand—this could be your own brand, a brand you sell, or even a competitor’s brand. Examples include “Nike running shoes” or “Sony noise-cancelling headphones.” Branded keywords often have lower competition and cost per click, and they target users who already have a clear intent and familiarity with the brand. Here is an example of a Brand keyword

Here’s how to think about using them:

Added Value Through Semantic Understanding
Using tools that leverage semantic analysis and natural language processing, you can also find related brand mentions, product categories, and variations of keyword phrases. For example, “Adidas men’s sneakers” could be linked to semantic entities like “sports footwear,” “training shoes,” or “running gear,” helping you expand your keyword strategy while staying relevant.

In Summary

• Non-branded keywords attract broader traffic and help reach new customers.
• Branded keywords help capture high-intent traffic and reinforce brand presence.
• Using both types strategically ensures a balanced campaign that drives awareness, interest, and conversions.

Blending branded and non-branded keywords, supported by semantic keyword tools, gives your PPC strategy the depth and reach it needs to succeed.

Short Tail vs Long Tail Keywords

Keywords can also be grouped based on how many words they contain.

Short tail keywords are usually one to three words long. They are not complete phrases but rather general combinations like shoes for men or buy dress shoes. These keywords often have high search volume and can help your ad reach a larger audience. However, they also bring broader traffic, which may not always convert into sales. Since the intent behind these searches is not always clear, you might end up spending more with lower return.

Long tail keywords contain more than three words and are often written as full phrases or questions. Examples include how to pick the right dress shoes or best shoes for formal events. These keywords may get fewer searches, but they tend to attract people who know exactly what they are looking for. That makes it easier for your ad to match their intent and can lead to better click through and conversion rates.

Using natural language processing tools can help identify semantic relationships in long tail keywords. For instance, a phrase like shoes for office wear may also be linked to formal leather shoes or business casual footwear. These related terms help you refine your targeting and make your ad copy more relevant.

Negative Keywords
When you set up your campaign, Google also shows your ads for terms that are similar to the ones you select. For example, if you want to rank for shoes, your ad might also appear for best running shoes or tips to choose dress shoes. This sounds helpful, but sometimes it leads to irrelevant traffic.

Let’s say someone searches for horseshoes or brake shoes. These terms are technically related to shoes, but they are not what your business sells. Showing your ad here wastes money and reduces the campaign’s efficiency.

By doing proper keyword research, you can find and exclude these irrelevant terms. This is where negative keywords come in. Adding them helps filter out unrelated searches and keeps your budget focused on users who are more likely to convert. Semantic keyword tools can also help by suggesting terms to avoid based on meaning, not just exact words.

Refining your keyword list with both positive and negative terms ensures your ads reach the right audience and improve your return on investment.

Where To Find Keywords For PPC Campaigns

Now that you understand what makes a good PPC keyword, it’s time to start building your list. There are three easy and effective ways to begin generating keywords for your campaign.

Generate Keywords Manually
Start with simple brainstorming. Pick one landing page you want to promote and write down keywords that clearly describe the product or service on that page. Think of both broad terms like leather shoes and detailed ones like best black leather shoes for weddings. Use your page content, your knowledge of your target audience, and competitor research to come up with ideas.

This list is not final. It is just a base to guide your next steps. Many of these keywords will need refining and expansion.

Use Google Keyword Planner
Google’s Keyword Planner is a free tool that helps you explore the potential of your ideas. You can check each keyword’s average monthly search volume, estimated cost per click, and competitiveness. It also suggests related keywords you might not have thought of.

Some of these suggestions can be great to include in your ad group. Others may not be a good fit, but they are still useful because you can add them to your negative keyword list. That way, you make sure your ads don’t show up for unrelated searches.

Use an SEO Tool for Deeper Insights
Google’s tool is useful, but it can be limited. To dig deeper, consider using an advanced SEO tool. Tools like SE Ranking’s bulk keyword generator or SEMrush can take your seed keyword and return hundreds or even thousands of suggestions.

These tools also give you valuable data like search intent, keyword difficulty, related semantic terms, and how competitive a keyword is. This helps you not only pick better keywords but also understand how users are thinking and searching.

By combining manual brainstorming, Google Keyword Planner, and advanced SEO tools, you can build a strong list of keywords that is rich in search intent, semantically relevant, and highly targeted—setting your PPC campaign up for success.

Key PPC Keyword Research Process

Key PPC Keyword Research Process
Once you’ve created your initial list of potential keywords, the next step is to refine it through deeper research and strategic planning. This fine-tuning helps ensure that every keyword in your campaign has a purpose and aligns with your goals. Here’s how to approach it.

Understand Search Intent and User Behaviour
Start by organising your keywords based on the different stages of the customer journey. Think about whether users are just gathering information, comparing options, or ready to make a purchase. This is where search intent plays a major role.

If you’re unsure about a keyword’s intent, search it on Google and observe the results. If most of the pages are product listings or service pages, the intent is probably commercial or transactional. If the results show blog posts or guides, the intent is more informational.

Sorting your keywords this way helps you choose the right ones for ads focused on conversions and exclude those better suited for content marketing.

Use Long Tail Keywords Strategically
Next, decide whether you want to focus on broader or more specific keyword phrases. Long tail keywords are often more targeted and bring in users who are closer to making a decision. While they have lower search volume, they tend to convert better because the intent is clearer.

For example, instead of targeting shoes, you might use keywords like comfortable black leather shoes for work. These are more focused and speak directly to what the user wants. Choose based on your objective—high traffic or high-quality leads.

Add Seasonal and Trending Keywords
Now is a good time to do some competitor research. Look at the keywords your competitors are targeting, either using SEO tools or manual searches. See which ones they use that you might have missed.

Don’t just copy their strategy. Look at how competitive those keywords are, what the average cost per click is, and how relevant your offering is to that keyword. If it fits your campaign goals and your ad stands out in the current search results, consider adding it to your list.

Also, pay attention to seasonal patterns and trending keywords. Some terms gain popularity at certain times of the year, such as winter boots or back to school shoes. Others rise quickly due to current events or shifts in user behavior. Using tools that detect search trends and semantic topics can help you stay ahead of these changes.

By adjusting your bids during peak seasons and removing declining keywords, you can manage your budget more effectively and stay visible when it matters most.

Final Thoughts
A well-researched keyword list is never static. Keep refining it by tracking search behavior, identifying trends, and studying what your competitors are doing. Combining semantic analysis, long tail strategy, and seasonal insights gives you a more complete view—and helps your PPC campaign drive better results.

Creating a Keyword List for PPC Success

After doing your keyword research and gathering all the data, it’s time to create the final PPC keyword list you’ll use in your campaign. Here’s how to structure it for better performance and lower costs.

Organise Your Keywords into Ad Groups
Since your keyword list can grow quite large, you need to break it into smaller ad groups. This lets you write more specific ads for each group, making them more relevant to what people are actually searching for.

Begin by grouping together short and broad keywords that share the same intent. These are often transactional terms like buy dress shoes or men dress shoes. They usually attract users ready to make a purchase.

Next, build more focused ad groups using modifiers. These include words that describe size, style, colour, or the occasion. Examples might be men’s black wedding shoes or oxford leather shoes for work. Grouping by these traits helps you tailor your ad copy more closely to the user’s intent.

The goal is to make each ad group match a specific theme so you can write more personalised ads that match both the keyword and the user’s expectation.

Find and Use Negative Keywords
Adding negative keywords to your campaign helps keep your ads from showing up in searches that aren’t relevant to your offer. This helps reduce wasted clicks and improves your conversion rate.

You can find negative keywords in a few ways:

Common types of negative keywords include:

Some of these will be clear during your research, but others may show up only after your campaign goes live. Keep an eye on them and update your negative keyword list often.

Test and Refine Your Keywords
PPC keyword research does not stop after your campaign is launched. As your ads run, review which keywords are bringing results and which ones are wasting clicks. Add new high-performing keywords you discover and remove the ones that are not converting.

Track your data, learn from your users’ behaviour, and keep adjusting your list. This ongoing process helps you stay competitive, keep costs under control, and improve your return on investment. Using search intent, keyword patterns, and semantic insights will guide you in making smarter choices over time.

Monitoring and Adjusting Your PPC Keywords

At this point in your PPC keyword research journey, you have already done the hard work of finding, analysing, and grouping keywords. That foundation is important, but once your campaign goes live, real user data may prove some of your early assumptions wrong. That is why constant tracking and optimisation are essential for long-term success.

Track Key Performance Metrics
Once your ads are running, begin by monitoring the most important performance indicators. These help you understand what is working well and what needs improvement. Focus on the following metrics:

Check these results for each ad group. If certain groups are not performing as expected, try adjusting the keywords or rewriting the ad copy to better match the searcher’s intent. These small changes, based on real insights, can lead to much better outcomes.

Make sure to also use the search terms report. It shows the exact words users typed before clicking your ad. This helps you identify irrelevant or misleading keywords so you can add them to your negative keyword list and avoid wasting budget on traffic that does not convert.

Optimise Your Campaign Regularly
Once you have enough data, start refining your campaign. Look for the areas that are underperforming. Make a clear assumption about why they are not doing well, and test changes in the keyword list, bidding, or ad copy. Track the outcome and keep improving.

Stay aware of larger PPC trends and shifts in user behaviour. For example, seasonal searches or rising interest in new topics can impact your keyword strategy. Use this knowledge to keep your campaign updated and relevant.

The early months of your PPC campaign are the most valuable for making improvements. This is when you learn the most about what works for your audience and where your money is best spent. Use this time to test, adjust, and fine-tune every element.

Even when your campaign performs well, do not pause your efforts. Regular check-ins and full PPC audits help catch issues early and keep your campaign moving forward. Smart advertisers never stop learning, testing, and improving.

Summary

Keyword research plays a crucial role in the success of any PPC search campaign. It helps you avoid wasting your advertising budget and ensures your ads reach the right audience. Before launching, take time to carefully analyse which keywords to include and which ones to exclude.

Once your campaign is live, keep monitoring how it performs. Look closely at which keywords are triggering your ads and adjust your list based on results. This process takes time and consistency, but with regular refinement, your campaigns will become more efficient and deliver better returns as you move forward.