Chapter 4: Keyword Research
Chapter 4 of 15
Chapter 4: Keyword Research
4.1 Keyword Tools
Keyword research tools help identify relevant search terms for PPC campaigns. Use comprehensive tools to find valuable keywords.
Keyword Research Tools:
- Google Keyword Planner: Free Google Ads tool
- SEMrush: Comprehensive keyword data
- Ahrefs: Keyword difficulty and volume
- Keyword Tool: Keyword suggestions
- Ubersuggest: Keyword ideas and metrics
Google Keyword Planner:
- Free for Google Ads users
- Search volume data
- Competition levels
- Keyword suggestions
- Bid estimates
Tool Features:
- Search volume
- Competition level
- Cost per click estimates
- Keyword suggestions
- Trend data
4.2 Keyword Selection
Select relevant keywords that align with your campaign goals and target audience.
Keyword Types:
- Broad Match: General terms
- Phrase Match: Specific phrases
- Exact Match: Precise terms
- Negative Keywords: Exclude terms
Selection Criteria:
- Relevance to business
- Search volume
- Competition level
- Cost per click
- Conversion potential
Keyword Strategy:
- Mix of high and low volume
- Balance competition levels
- Include long-tail keywords
- Add negative keywords
- Group by theme
4.3 Keyword Research Process
Follow systematic process for keyword research.
- Start with seed keywords
- Use multiple tools
- Analyze competition
- Evaluate search intent
- Select final keywords
4.4 Keyword Best Practices
Follow best practices for effective keyword selection.
- Focus on relevance
- Consider search intent
- Use keyword match types
- Add negative keywords
- Review and refine regularly