Your PPC campaign is only as good as your keyword list. Choose the wrong keywords and you’re burning money. Choose the right ones and you’re getting customers.
Here’s how to build a keyword list that actually works.
Step 1: Use Multiple Keyword Tools
Don’t just use Google Ads Keyword Planner. Combine it with tools like SEMrush, Ahrefs, or Ubersuggest to see what your competitors are bidding on.
Each tool gives you different data. More data = better decisions.
Step 2: Mix Long-Tail and Short-Tail
Short-tail keywords
“Running shoes” – High volume, high competition, expensive.
Long-tail keywords
“Best running shoes for flat feet” – Lower volume, less competition, cheaper, higher intent.
A good list has both. Short-tail for reach, long-tail for conversion.
Step 3: Trim the Fat
Your initial list will be huge. Now cut it down:
- Remove keywords with zero relevance to your offer
- Cut keywords with costs you can’t sustain
- Add negative keywords to filter out bad traffic
Step 4: Match Keywords to Ad Copy
Your ads should contain the keywords you’re bidding on. This improves quality score, lowers cost per click, and increases relevance.
Don’t use one generic ad for all keywords. Group similar keywords and write specific ads for each group.
Step 5: Monitor and Adjust
What works today might not work next month. Check performance regularly:
- Which keywords convert?
- Which drain budget without results?
- Are there new opportunities from search term reports?
A good PPC campaign is never “finished.” It’s constantly optimized. 🎯