Picking the best keywords for your ads (Google Ads, Facebook, or other PPC platforms) requires a mix of research, strategy, and testing. Here’s a step-by-step guide to selecting high-performing keywords that drive clicks and conversions:
1. Understand Your Goals & Audience
What’s the ad objective? (Sales, leads, traffic, brand awareness?)
Who is your ideal customer? Consider demographics, pain points, and search intent.
2. Brainstorm Seed Keywords
Start with broad terms related to your product/service.
Example: If you sell “organic protein powder,” seed keywords could be:
“best protein powder”
“organic protein supplements”
“vegan protein shake”
Use:
Your website’s top pages
Competitor websites (check their meta titles & ads)
Customer reviews (what words do they use?)
3. Use Keyword Research Tools
Find high-volume, low-competition keywords with:
Google Keyword Planner (Free, shows search volume & competition)
SEMrush / Ahrefs (Competitor keyword analysis)
Ubersuggest (Long-tail keyword ideas)
AnswerThePublic (Question-based queries)
Filter for:
✔ High intent (e.g., “buy,” “best,” “near me”)
✔ Low competition (Easier to rank & cheaper CPC)
✔ Relevance (Must match your offering)
4. Focus on Search Intent
Match keywords to user intent:
Informational: “How to lose weight fast” → Good for blog ads
Commercial: “Best budget laptops 2024” → Comparison shoppers
Transactional: “Buy iPhone 15 online” → Ready-to-buy audience
Best for conversions: Transactional & commercial intent keywords.
5. Leverage Long-Tail Keywords
Short-tail: “Protein powder” (High competition, broad)
Long-tail: “Best organic protein powder for weight loss” (Lower competition, higher conversion)
Long-tail keywords attract qualified traffic with less bid competition.
6. Analyze Competitor Keywords
Use SEMrush’s Advertising Research to see competitors’ paid keywords.
Spy on their ad copies for keyword inspiration.
7. Group Keywords by Theme (Ad Groups)
Organize keywords into tightly themed ad groups for better Quality Score (Google Ads) and relevance.
Example Ad Group: “Vegan Protein Powder”
Keywords:
“best vegan protein powder”
“plant-based protein shake”
“vegan protein powder for muscle gain”
8. Use Negative Keywords
Exclude irrelevant searches to save budget.
Example: If you sell premium products, add “cheap,” “free,” “DIY” as negatives.
9. Test & Optimize
Start with Exact & Phrase Match (Prevents irrelevant clicks).
Monitor CTR, conversions, and cost-per-acquisition (CPA).
Pause underperforming keywords and scale winners.
Top-Performing Keyword Types for Ads
✅ Buyer Intent Keywords:
“Buy [product] online”
“[Product] discount code”
✅ Problem-Solving Keywords:
“Best [product] for [pain point]”
“How to fix [issue]”
✅ Local Keywords (if applicable):
“[Service] near me”
“Best [product] in [city]”
✅ Branded Keywords (if you have brand recognition):
“[Your Brand] reviews”
“[Competitor Brand] vs [Your Brand]”
Example: Protein Powder Brand
High-Intent Keywords:
“Buy organic vegan protein powder”
“Best protein powder for muscle gain”
“Whey protein vs plant protein”
Negative Keywords:
“How to make protein powder at home”
“Cheap protein powder”
Final Tips
🔹 Use Google’s Keyword Planner for search volume & bid estimates.
🔹 Optimize landing pages to match keyword intent.
🔹 A/B test ad copies with different keyword triggers.
Would you like help finding keywords for a specific niche?