A lot of thought goes into pay-per-click (PPC) and paid ads. Particular areas which need to be given thought are the creation of a landing page and designing the ad. If there is one step which cannot be ignored though, it is selecting which keywords to bid on.

Keywords will ultimately decide the success of the campaign as they determine who is going to see the ad and who will not. Well-chosen keywords will ensure that your budget is put to good use.


First step – create the biggest brainstorm list possible. Your list of ideas should be based on the landing pages the ads will link to.

Take yourself on a trip inside the mind of your stereotypical customer; what are they going to put into their Google search box to find your product or services? How will they phrase it?

So, find yourself the biggest piece of paper and list all possible keywords to consider bidding on. Try to consider both head and long-tail keywords. Head terms are broad and likely to attract a high search volume, but with that also comes high competition. Long-tail phrases are the opposite – more specific and targeted. It’s a good idea to include a mixture in your campaign.

Local search keywords

These are search terms which involve a particular location. For businesses with a physical presence and are more than ecommerce these are vital. As the number of searches grows on mobile devices, if you have a brick and mortar location local search keywords will draw the most relevant audience to you.

Keep local search in mind when refining your list of keywords. Be sure to include terms which relate to your town/address. This is the best way of putting ads in front of customers who are looking for exactly what you offer.

The most effective way of reducing your long list of keywords is to think about their relevance. The key to doing this is deciding how relevant a term is, is to consider the searcher’s intentions; are people who search the term looking for what you offer? How likely are they to buy from you?

Another factor to consider is at what stage of the buying cycle are you looking to target the searcher? Depending on your content type, you want to target terms which indicate that time in the buyer’s journey. For example a person searching “which wireless speaker should I buy” is earlier in the buying cycle than someone searching “Sonos PLAY: 1 Smart Speaker”. For product-specific searches, your landing pages should put the product in front of people who are ready to make a purchase.


Your list should now be looking strong and defined. This is a list for an ideal campaign. However your consideration for this list that you’ve created now lies with your competition and how much each keyword will cost to have an impact.

Google’s Keyword Planner allows you to do the above. You can see historical stats on any keyword, how they might perform, and recommended budgets. This information will help you to choose which terms are worth spending your budget on.

To find out how The Ideal Marketing Company can help your company to develop an effective marketing campaign, book your free one hour consultation today by calling 01858 44 55 43.