Using relevant, cost-effective keywords is the most important aspect of any successful paid digital advertising campaign — often referred to as pay-per-click advertising (PPC). After all, you have to understand what your potential customers are searching for if you want to deliver appropriate content that leads to clicks and conversions.

By choosing the right keywords, you can ensure that:

  • Your ads are being delivered to your intended audience.
  • Your search engine results page (SERP) rank is positioned above your competitors.
  • Your cost-per-click (CPC) remains low because your paid strategy is consistent from start to finish.

In today’s blog, we’re going to discuss how to conduct paid digital advertising keyword research and how you can use those terms to generate more conversions and better demand generation return on investment.

Review All of Your Digital Properties to Understand Your Current Keyword Strategy

The first stop in your quest for keyword supremacy should (hopefully) be familiar territory: your website, blog, landing pages, and all other digital properties.

Begin by reviewing your Google Analytics instance(s) and taking note of your most successful pages by sessions and time on page. You should also review your Google Ads account(s) to determine which campaigns are generating the most clicks and conversions — and at what rate. If your sessions are high but your time on page is low, or if your click-rate is high but your conversion rate is low, you’ll need to optimize those pages for better alignment with your target keywords.

Once you feel those pages are in good shape, you’ll need to harvest them for primary, secondary, and tertiary keywords. Depending on the length and purpose of the pages you’re reviewing, you should have between 1-5 terms to leverage on each page.

As you go about cultivating your existing content for effective keywords, make sure that these terms still apply to the different topic categories that you want to rank for. If your business model, goals, and objectives have changed since you created whatever content you’re reviewing, it’s possible that the terms on those pages (even those that are high-performing) are no longer relevant.

To read the full blog from our partner Act-On, visit their website.

Need help with your digital marketing or paid ad campaigns? Contact Us today to learn more about how Goose Digital can help.