You could make a great PPC advert that gains a high click through rate. You could let the web users move onto a landing page that is well optimised at gaining the conversion you want. However, it is just as important (if not more) to make sure you are getting the right type of web users clicking on your advert. This is what differentiates PPC from other forms of advertising: contextuality. Contextuality allows your advert to be displayed to web users who have similar interests to the content of your campaign (which results in a much better conversion rate for you). To make sure you get the right people clicking onto your landing page, you need to choose a good range of keywords and search terms which your web users are likely to search for so that when they do search for something similar to your campaign, your advert will appear before them. Below are some of the categorised search terms/keywords you should include in your PPC campaign.
 

Basic Search Terms

You should include the basic search terms first if you want to guarantee your campaign some success. However, the basic search terms are more likely to be chosen by other advertisers too (because they are basic and commonly searched for). Therefore, it is likely you may have to pay a bit more for each click since the competition for these search terms have increased.
An example of basic search terms are ‘buy car’ for . Have a look at my ‘Analyse a Real PPC Campaign’ series for more examples since I usually search for basic search terms when trying to find specific PPC campaigns.
 
 

Negative Keywords

As well a being able to bid on certain keywords for your campaign, you are also able to prevent your campaign from bidding on keywords you don’t want to bid on. The reason for this is that the keywords are likely to gain you a low conversion rate since they are not specifically related to the contents of your PPC campaign. It is a must to have a negative keywords list for your campaign as this will benefit your campaign’s success dramatically.
An example of a negative keyword can be found with words that have two meanings or are vague enough to represent different things. ‘Glasses’ could be eye glasses or wine glasses. ‘Gloves’ is vague and could represent gloves to wear in the winter, gym or it could even be boxing gloves! Therefore, by making a negative keyword list will eliminate your campaign from clicking on all the keywords that are unrelated to your campaign.
 
 

Niche Keywords

Niche keywords is where the potential to succeed is high. By narrowing your search terms to something unique and niche can potentially:

• Gain you a much better conversion rate as the web users might be more interested in your campaign than web users who had searched using a basic search term.
• Gain you a better CTR on your advert.
• Gain a much lower CPC as since the keywords are niche, no other advertisers will be bidding against you.

You should try to put some time in researching niche keywords around your campaign as the benefits of them are huge. An example could be a campaign which is trying to sell loans. Instead of using basic search terms such as ‘get a loan’ etc., the campaign could have niche keywords such as ‘sell a car’. Some people that try to sell cars might be selling them to gain extra cash. Therefore, it might suit them better to keep the car and get a loan out. It’s a bad example since ‘sell a car’ will have quite a high CPC so I’ll try and come up with another one!
 
Take a campaign which is trying to sell winter clothing. Instead of having keywords related to buying winter clothing, the advertiser could think about why people want winter clothing: to stay warm – therefore, you could have a niche keyword such as ‘staying warm in winter’ which has very little competition.