PPC Basics


Keyword research is the foundation on which a good PPC manager builds their work. Choosing the best keywords will result in the most clicks and lead conversions, while keeping within budget. Contact us for experianced Seattle PPC services.

Keyword research is both an equation and an art. By using helpful tools that are at their disposal, PPC managers can gain better insight and ideas. But it’s more than that — it is also their ability to understand the business’s customers or buyer persona, and therefore, be able to accurately predict their behaviors when searching.

After all, as we know, the goal of any inbound marketing strategy is to make yourself available in the right place and at the right time for your buyer persona to find you.

To start their research, a good PPC manager will compile a list of relevant keywords based off of the website content and company products or services. Added into this will be localized keywords (those specific to your location area, if relevant) and brand terms (any keywords containing your brand name). This list will be the base keywords.

Branching off of these base keywords will be the generic keywords and related terms. Generic keywords are those terms relating to the product or services offered. Related keywords are those terms that directly relate to your product or service, but are on topics that your buyer persona may be searching for.

The key is to put yourself in the buyer persona’s shoes. What kinds of phrases would they use to search? What style of query would they use? Keyword variants can even include phrases such as, “how does inbound marketing work,” or “what is PPC management?” These full sentence style queries may be an excellent keyword to bid on, or they might not.

That is where research and constant iteration will be the guide.

Other things that your PPC manager will need to consider including will be synonyms, variations on your keyword list, misspelled words, and competitor terms. After weeding through all the possible options, a list of keywords and keyword variants to bid on will be compiled.


The next step is creating the ads and landing pages that Google will use to send you traffic. The construction of these ads and pages are crucial,

If poorly done, you’ll receive a low quality score, which will make it difficult and more expensive for you to get clicks. For those working on a tight budget, acing the quality score is very important.

So, what does Google look for in a good ad? A good ad needs to be succinct, explanatory, and engaging. You don’t have much room to work with, so short and sweet is important. But they don’t just look at the ads, they look at the landing pages as well.

A good landing page should also be short and informative. Compelling images, good site design, and excellent CRO (conversion rate optimization) all make a big difference. First of all, a more engaging and optimized landing page will naturally convert better, but you’ll also reap benefits from happy search engines.

Search engines love to reward advertisers that have created relevant, engaging, and intelligently targeted pay-per-click campaigns. In fact, they charge them less for ad clicks than other PPC accounts. If you receive a high quality score, you will be charged less per click and can get higher profits and more leads for your business.

Obviously, if you’re going to invest in PPC, it is important that you find someone that can do it right.


Now that the keywords and keyword variants have been chosen and the landing pages and ads have been built, your PPC manager will need to begin compiling the PPC campaign. This means creating keyword groups that are tightly organized and relevant. Maintaining an organized PPC account will help ensure healthy quality scores as well as a smoothly running campaign.

Let the bidding begin!


As your PPC manager works, usually creating monthly campaigns so that there is enough time to analyze each keyword’s success, they should be constantly evaluating everything they’ve made. This includes their keyword list, ads, landing pages, and campaign organization.

As they go, they’ll find keyword ‘sweet spots.’ These are keywords that are high volume and low competition with good click through rates (CTR). The more research, work, and time that’s put into this, the more these ‘sweet spot’ keywords will be discovered. If a PPC manager only does keyword research once, they are probably going to miss out on hundreds, even thousands, of valuable long-tail, low-cost keywords that could be driving highly qualified leads to your site.

You’ll see your PPC manager doing the following:

— Adding keywords – as they expand the reach of the campaigns, they’ll discover important new keywords and keyword variants to weave into the strategies

— Adding negative keywords – using non-converting keywords to improve campaign relevancy and reduce wasted spend

— Split Ad Groups – as the click through rate and quality scores improve, your PPC manager will be able to split the ad groups into smaller and more refined groups, allowing them to create more targeted ad text and landing pages

— Cut out expensive underperforming keywords – what may have been thought to be an excellent keyword choice might prove to be costly and not effective. These keywords can be removed from the campaign.

— Refining of ad text and landing pages – the constant iterations of keywords will allow your PPC manager to modify their content and calls-to-action (CTAs) to better align with the buyer persona search queries. This process is called Conversion Rate Optimization (CRO).

There you go – a crash course on understanding the rudimentary aspects of a PPC campaign. If you’re interested in learning more about this type of marketing, give us a call. We offer PPC campaign management as one of our services here at Fannit. We’d love to talk to you about it.

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