No matter how good your product or service is, if your marketing campaign doesn’t push it in front of the right eyes, it won’t make you a dime. The best way to make sure your marketing campaign is shown to the right people is to target the correct keywords. Keywords can make or break your marketing campaign.

Selecting Keywords

It is not always best for a small business to place money on lots of high-volume keywords. It is essential to narrow down the most relevant keywords connecting what you are providing and what buyers want. This focus is the best way to make sure your ads are in front of the most relevant eyes. Here are the steps for pay-per-click keyword selection.

Define Search Intent

Before you even begin to brainstorm keywords, you must define the users’ search intent. For businesses that aim to generate conversion using PPC campaigns, the keywords must imply purchase intent. Examples of keywords would be, ‘Open a bank account,’ or ‘Open a credit card online.’ If the Ads are for improving the visibility of a brand, focus on eCommerce and navigation terms. For example, keywords can be, ‘How to open a bank account,’ or, ‘How many types of bank services?’

The Google algorithm favors servicing ads less often if the customer is looking up information rather than searching for a product or service. Define which of these groups you want to target with your ads, along with an explicit marketing purpose.

Potential Keywords

For successful advertising, the goal is to get high-targeted keywords. Unfortunately, this is not easy. Creating a list of keywords requires hours of detailed research. Think of your marketing funnel, going in from the top with the most common keywords, then fine-tuning the list to only include the most competitive keywords.

Start with brainstorming a long list of possible keywords. Then categorize these words into lists, such as:

  • Generic – Directly having to do with the product you offer.
  • Related – Not a direct keyword but something related to it.
  • Brand – Having your brand or business name.
  • Competitor – Having your competitors’ names.

Tools. Use keyword searching tools like Ubersuggest or Google Keyword Planner to aid you.

Google. Search each keyword using Google, looking at the drop-down list for related phrases, questions in the People Ask For section and related searches. Note any good ones.

Social Media. Search social media sites and note the words they use concerning your target market. Think like a customer.

Primary Words. Google your primary keywords, and look at the top three results. Check which keywords they used.

Refine. Start with broad keywords, and niche them down and target longer keywords with these modifiers: location, age/gender of target customer, price, features.

Organize. Organize your keywords using Excel and use it to track their effectiveness. By tracking, you can focus on keywords that are making you money.


Do you need help compiling a useful keyword list? The experts at StickyLeads can help. We can research and select the best keywords to get the business you seek. Contact us today at 757-390-0748.