If you’ve ever run a Pay-Per-Click (PPC) campaign and wondered why it didn’t perform as expected chances are the keywords were off.
In PPC, the right keyword can be the difference between a high-converting ad and one that just burns your budget. But most businesses treat keyword research like a checkbox task they pick a few obvious words and hope for the best.
Let’s not do that.
In this article, I’ll explain what keyword research means in PPC, why it’s important, how to actually do it the right way, and give you some practical examples to get started all in simple words,
What is Keyword Research in PPC?
Keyword research in PPC means finding the exact search terms that your target audience types into Google, Amazon, or any ad platform so that your ad can appear right when they’re looking to buy.
It’s like guessing what your customer is thinking before they click “Search.”
Here’s the catch:
Not all keywords are equal.
Some bring in serious buyers. Others only attract window shoppers or irrelevant clicks.
So keyword research isn’t just about getting traffic it’s about getting the right traffic that’s more likely to convert.
Why Keyword Research is So Important in PPC
Let me break it down simply:
- Better targeting = better conversions
Your ads show to people who are actually interested. - Lower ad spend wastage
You avoid spending money on keywords that never convert. - Higher Quality Score (on Google)
Platforms reward relevant ads with lower cost-per-click and better positions. - More control over your funnel
You can guide different types of traffic to different landing pages or offers.
Running PPC without keyword research is like trying to sell sunglasses in the middle of the night — technically possible, but mostly pointless.
How to Do Keyword Research for PPC (Step-by-Step)
Let’s now walk through a simple, beginner-friendly method that actually works — whether you’re running ads on Google, Amazon, or Bing.
Step 1: Understand Your Customer’s Intent
Before searching for keywords, you need to ask:
- What problem is my customer trying to solve?
- Are they looking to buy, compare, or just learn?
- What words would I use if I were searching for this product/service?
This will help you figure out intent-based keywords. For example:
- Buying intent: “buy running shoes online”, “best deal on Nike shoes”
- Research intent: “how to choose running shoes”, “Nike vs Adidas for running”
Focus more on transactional keywords for PPC, especially when your goal is conversions.
Step 2: Start with Keyword Tools (But Don’t Depend Entirely on Them)
You can use these tools to build your initial list:
- Google Keyword Planner (Free with a Google Ads account)
- Ubersuggest (Freemium)
- SEMrush or Ahrefs (Premium)
- Amazon auto-suggest (for Amazon PPC)
- Google Search Autocomplete and Related Searches (underrated but gold)
Example:
You type “organic dog food” into Google Keyword Planner. It gives you ideas like:
- best organic dog food – 4,400 searches/month
- grain-free dog food – 2,900
- natural puppy food – 1,600
- organic pet food near me – 880
These are potential goldmines depending on your product.
Step 3: Build a Keyword List by Type
Organize keywords into the following buckets:
a) Exact Match Keywords
- Show ads only when someone searches exactly that keyword.
- Great for high intent, targeted campaigns.
- Example: [buy noise cancelling headphones]
b) Phrase Match
- Your ad shows when the search contains your phrase in the same order.
- Example: “best headphones for study”
c) Broad Match
- Matches any variation of your keyword.
- Brings in volume but can be messy.
- Example: ad shows for “cheap earphones” even if you bid on “headphones”
Start with broad or phrase match to explore, then use exact match to scale your best performers.
Step 4: Use Negative Keywords (Very Important)
A lot of people skip this — but negative keywords save you a lot of wasted ad spend.
These are the terms you don’t want your ad to show for.
Example:
You sell premium hiking shoes. You add “cheap” or “free” as negative keywords to avoid low-quality traffic.
You can also use terms like:
- how to make…
- DIY…
- used…
- second hand…
This ensures you only attract buyers, not browsers.
Step 5: Analyze Competitor Keywords
Sometimes the fastest way to find what works is to reverse-engineer your competitors.
Use tools like:
- SEMrush (Advertising → Competitor Research)
- SpyFu
- Ahrefs (PPC keywords)
Or just manually search your product on Google/Amazon, and see what keywords competitors are bidding on in their headlines and descriptions.
Example:
You search “keto snacks” on Amazon and see a top product ad titled:
“Low Carb Keto Snacks – High Protein, Gluten Free Energy Bites”
Now you know “low carb”, “high protein”, and “gluten free” are potential keyword targets.
Step 6: Filter by Relevance + CPC + Search Volume
Once you have a big list, narrow it down using:
- Relevance: Don’t target keywords just because they have high volume.
- CPC: Check if the cost-per-click fits your budget.
- Search Volume: Go for keywords with decent demand.
You don’t always need 10,000+ search volume keywords. Sometimes, a few hundred highly targeted ones convert better and are cheaper.
Bonus Tips: Keyword Research Examples by PPC Platform
For Google Ads:
- Focus on long-tail keywords with commercial intent
Example: “buy budget gaming laptop under 50000” - Include geo-specific keywords if you run local campaigns
Example: “dentist in Indore”, “best spa in Andheri West”
For Amazon PPC:
- Use Amazon auto-suggest to find product terms
- Run automatic campaigns first to discover search terms
- Use tools like Helium10, Jungle Scout for deeper insights
Common Mistakes You Should Avoid
- Targeting too many broad keywords without structure
- Ignoring search intent (running ads on info-based keywords)
- Not adding negative keywords
- Copy-pasting SEO keywords into PPC campaigns without analysis
- Running same keywords across campaigns without testing match types
Conclusion
Keyword research isn’t just the first step in PPC it’s the most important one.
Think of it like setting your GPS before starting a road trip. Without the right keywords, you’re just spending money hoping someone eventually clicks and buys.
But when you do keyword research properly, every rupee you spend on PPC becomes a smart investment. You attract the right people, reduce wasted spend, and start getting results you can scale.
Ready to Improve Your PPC Game?
If you’re running PPC ads but not seeing results or if you’re just starting and want to get it right from Day 1 I can help.
👋 Let’s work together.
I’ll help you find the right keywords, structure campaigns, and make sure every click counts.
📩 Reach out now to discuss your PPC goals and let’s start turning traffic into revenue.
Doubt’s You Maybe Have
1. How do I perform keyword research?
To perform keyword research, follow these basic steps:
- Understand your audience – Think like your customer. What would they type if they were looking for your product or service?
- Use keyword tools – Start with tools like Google Keyword Planner, Ubersuggest, SEMrush, or even Amazon search bar (for Amazon PPC).
- Build a list – Collect keywords based on relevance, intent, and search volume.
- Organize by match types – Use broad, phrase, and exact match strategically in your campaign.
- Filter & refine – Remove low-intent or irrelevant keywords, and add negative keywords to avoid wasting money.
- Test & optimise – Run small ad campaigns, monitor performance, and keep tweaking.
It’s not just about finding high-volume keywords it’s about picking the right keywords that match your customer’s intent.
2. Which tool is used for PPC keywords?
There are several tools you can use for PPC keyword research. Some popular ones include:
- Google Keyword Planner – Free, and ideal for Google Ads.
- SEMrush / Ahrefs – Great for competitor analysis and advanced data.
- Ubersuggest – Beginner-friendly with useful keyword ideas and CPC data.
- SpyFu – Helps you spy on competitor PPC campaigns.
- Helium10 / Jungle Scout – Best for Amazon PPC keyword research.
Each tool offers something different, so pick one based on the platform you’re advertising on and your level of experience.
3. What is a keyword in PPC?
A keyword in PPC is the word or phrase you bid on so that your ad appears when someone searches for it.
For example, if you sell running shoes, you might bid on keywords like:
- “best running shoes”
- “buy shoes for jogging”
- “men’s sports footwear”
When someone searches those terms, your ad shows up and you pay only if they click.
It’s like telling the ad platform, “Show my product when someone types this.”
4. Is PPC or SEO easier?
That depends on your goals, budget, and timeline.
- PPC (Pay-Per-Click) is faster. You can launch a campaign today and start getting clicks tomorrow. But you have to keep paying to stay visible.
- SEO (Search Engine Optimization) is slower but more sustainable. It takes time to rank organically, but once you do, you get free traffic without paying for each click.
If you want quick results and have a budget PPC might be easier to start.
If you’re thinking long-term and want to build authority SEO is worth investing in.
Most successful businesses do both PPC for fast results and SEO for long-term growth.
