Keyword selection for PPC

Hey Brainiacs, I hope you enjoyed the last post on PPC 101. Today’s topic is about keyword selection for PPC which was originally presented by Mr Guy Wayland from e-Channel Search.

Plan first


The importance of planing your campaign



It’s important to plan your campaign first as the structure of the campaign is dependent upon:

1. Your business view – what do you want to achieve from the campaign? Conversions, branding etc.

2. The searcher’s view – Find out what they are really searching for.


Fig.1 – The intent of the business and searcher

The intent of the business and the searcher



Fig.2 Types of keywords in accordance to commitment level

Types of keywords in accordance to commitment level


Think about what you want to achieve in the campaign and plan your goals accordingly.


Two sources of relevance


Consumer Relevance – is how your product or service meets the customer’s needs or search intent. Basically, the keyword must match the Ad and the landing page must match the keyword. Consumers won’t be worried about the price as much if it is what they are looking for.

Relational Relevance – This relates to how the Ad creative matches the matter/keyword.

Quality score


The (QS) Quality score/Quality index is basically a means to which a search engine uses to measure determine the actual CPC (Cost-Per-Click). Basically it measures the relevancy between three elements, the given Ad, the keyword, and the target landing page.

Factors that determine Quality Score:

  • Keyword relevance
  • Ad relevance
  • Landing page relevance
  • Click Through Rate (CTR)
  • History



Keyword selection is just one part of the equation if you wish to reach the right audience as you also need to focus on your Ad placement to reach the right customers. The are two parts of prospecting:

1. Keyword research


  • Which needs to have Head terms (broad) and Long-tail (deep).
  • Be mindful of Quality Score at all times or you will be wasting your money.
  • Make sure you use negative keywords (think about what your won’t be searching for)
  • Use Geographical targeting – do it extensively.
  • Tailor your content network and eliminate the places where you don’t want your Ad to appear on.

2. Finding the motivation behind their search


Understanding human behaviour


If you don’t make the offer clear on the intent you will lose them so it is important to know what motivates them in the first place. Think about your potential customers, what they are like, what characteristics they have etc.


Fig.3  - Know your customer

Characteristics of your customers



There are three elements your Ad should have:

1. Star – Your headline should capture their attention and get them pause long enough to look at your Ad. Here you need to focus on the keyword that you can build into an attention-grabbing headline. The headlines are more important the body copy.

2. Chain – A series of facts that will convert their attention to sustained interest i.e they read your Ad. Here you need to find out why they are using that particular keyword.

3. Hook – Something that will convert their sustained interest into an action which gets them click on your ad. People will see numbers clearer than words (50% off is more eye-catching than half-price). Hook them in by trying to create a sense of urgency.

Top tips


  1. Test the keywords on a different campaign.
  2. It’s important to understand how they are searching.
  3. Make it your aim to fulfill their need or search query.
  4. Put a guarantee on your ad as it will reinforce the ad.
  5. Grab their attention as people don’t always click on the first one, they click on the ad that grabs their attention.
  6. Keep it short and sweet – keep the keywords minimal.
  7. Remember that it’s better to have more Ads with less keywords than less ads with more keywords.


Well that concludes this topic, the next post will about Writing and Testing Ad Copy. If you like this post then stay tuned by following us on twitter. Until next time, this is +Jahn Sapanlay signing out.

About Jahn Sapanlay

Well I'm pretty new to the SEO industry, I started out doing an internship at a small internet start-up focusing on online marketing for small businesses now here I am a year later. SEO is such a dynamic field and I learn new things everyday and I hope to share that with you all.


  1. Reignbeau says:

    It’s about time smeoone wrote about this.

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