PPC Keyword Research for Google Adwords and Bing Ads

Sculpting keyword sets to show and block ads matched to customer intent is essential to successful PPC marketing.

In Brief:

  • Grouping phrases by collections of customer intent and bidding or blocking appropriately is key to optimization. We call this the “Keyword Roadmap” or “Intent Model”.
  • Voice search and mobile behaviors are changing how people search, but intent models are still the best approach.
  • Much of the waste in PPC and SEO comes from poor keyword research, bidding, and measurement.

Your SEO and PPC programs are likely to show significant improvements in relevance and performance after using a keyword roadmap.

The Intent Model or Keyword Roadmap

In a fraction of the time you could do it internally, we will build a “Keyword Roadmap” or “Intent Model” for your business, allowing you to reliably focus your PPC, SEO and content marketing programs on apparent demand.

Nothing is better for focusing your SEO and PPC efforts on the right searches at the right time.

keyword research
keyword intent research

Some Keyword Research Considerations

  • Are the keywords popular in real-world searches?
  • What derivatives or misspellings are common?
  • Is there a lot of competition for the searches?
  • Are those typing these keywords likely to buy your products or services?
  • How easily can these keyword phrases be used on your site?
  • Which keywords are most likely to convert visitors into customers?

…and with Paid Placement

  • performance of a keyword in search results (click-throughs)
  • performance of the keyword in an ad (click-throughs)
  • stickiness of a keyword in header, title tags
  • performance of keywords on landing pages

See Also

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  • Content Marketing
    Customers have a varying "information appetite" that you must satisfy if you're going to gain their attention. Content marketing success comes from wisely utilizing limited resources at your company and integrating them into other well-executed amplification and measurement programs.
  • Franchise SEO and Multi-Location Solutions
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  • Online Reputation Management (ORM)
    The Internet demands authenticity and resists damage control. You must understand how ORM works to make it part of everyday activities rather than be only "reactive" to crisis. Scott Clark has helped many companies deal with these situations as well as plan to avoid them.
  • Social Media Marketing
    Social media is your opportunity to fill the information voids in the customer journey.  Using social amplification, great content can be distributed where customers are, connect to retargeting technologies and turned into strong ROI and awareness as they move down the funnel.
  • Supplementary Services
    In my 20 years of digital marketing consulting, I've picked up a lot skills in areas related to the business, from UX to domain names to audits.
  • Executive Services – Business Consulting
    As an executive, you need concise, actionable advice about many aspects of digital marketing - without the constant sales pitch. Having an expert to assist with sorting this out can be invaluable, especially when considering an investment, M&A or other key corporate decisions.
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  • Local Business Success with Precision Local