If you’re running Pay-Per-Click (PPC) advertising campaigns, keyword research isn’t optional—it’s essential. The right keywords can drive qualified traffic, boost your Quality Score, reduce your cost-per-click (CPC), and skyrocket conversions. On the other hand, poorly chosen keywords can quickly drain your ad budget with little to no ROI.
In this in-depth guide, we’ll walk you through how to do keyword research for PPC, covering everything from keyword intent to match types and the best tools in the industry. Whether you’re managing a Google Ads campaign, Microsoft Advertising, or another paid search platform, this post will help you build a winning keyword strategy from the ground up.
What Is Keyword Research in PPC?
PPC keyword research is the process of identifying and selecting the best keywords to target in your paid search campaigns. These keywords determine when and where your ads appear on search engines like Google or Bing.
While SEO keyword research focuses on long-term organic visibility, PPC keyword research aims for immediate, measurable results. The goal is to target high-intent search terms that are most likely to convert, whether that means purchases, signups, or leads.
Why PPC Keyword Research Matters:
Targets the right audience at the right time
Improves Quality Score, which lowers CPC
Maximizes conversions and return on ad spend (ROAS)
Eliminates wasted spend on irrelevant or low-converting terms
Understand Keyword Intent for PPC
Before you even open a keyword tool, it’s crucial to understand search intent—the reason behind a user’s search query. Intent helps you align your PPC keywords with what users are looking for.
Types of Keyword Intent:
Informational – The user wants to learn something.
Example: “How to fix a leaking pipe”
Navigational – The user is looking for a specific brand or website.
Example: “Amazon return policy”
Transactional – The user is ready to buy or take action.
Example: “buy iPhone 17 online”
Commercial Investigation – The user is comparing options to make an informed decision.
Example: “best CRM software for small business”
Pro Tip: For PPC, focus primarily on transactional and commercial intent keywords to get the most bang for your ad spend.
Types of Keywords Used in PPC
Not all keywords are created equal. In PPC, you’ll want to build a balanced keyword portfolio that includes a mix of different types:
1. Short-Tail vs. Long-Tail Keywords
Short-tail: One to two words, high search volume, broad intent (e.g., “laptops”)
Long-tail: Three or more words, lower volume but high intent (e.g., “best gaming laptop under $1000”)
2. Branded vs. Non-Branded Keywords
Branded: Includes your company’s name or product (e.g., “Nike running shoes”)
Non-branded: Generic search terms (e.g., “best running shoes”)
3. Competitor Keywords
Target your competitors’ brand names to capture market share, but be cautious—it’s a high-risk, high-cost strategy.
4. Transactional Keywords
Keywords that indicate buying intent:
Buy
Get
Discount
Free shipping
Trial
Real-world example: A SaaS company might target “best CRM software with free trial” to reach ready-to-convert leads.
Best Tools for PPC Keyword Research
Finding the right keywords requires using the right tools. Here are some of the best options to uncover valuable PPC keywords:
1. Google Ads Keyword Planner
Free and integrated with Google Ads
Provides search volume, competition, and suggested bids
Great for discovering new keyword ideas and forecasting costs
2. Semrush / Ahrefs / SpyFu
Identify competitor PPC keywords
Track keyword trends, CPC, and ad copies
Valuable for competitive analysis
3. Ubersuggest & KeywordTool.io
Generate long-tail variations
Good for discovering alternative phrasings
4. AnswerThePublic & Soovle
Helps identify question-based keywords
Useful for brainstorming ad copy and blog content to support PPC
Tip: Use at least two tools to cross-validate your keyword data for accuracy and deeper insights.
How to Find High-Performance PPC Keywords
Once you have a list of potential keywords, it’s time to narrow them down to the most profitable options.
What to Look For:
High Commercial Intent: Keywords that show a willingness to take action
Search Volume: Make sure there’s enough demand
Low to Moderate Competition: Less competition = lower CPC
Relevance to Offer: Ensure the keyword aligns with your product/service
Segment by Campaign Goals:
Brand Awareness: Broad, high-volume keywords
Lead Generation: Long-tail, high-intent keywords
Sales & Conversions: Highly specific transactional terms
Use search term reports in Google Ads to identify which keywords are actually driving conversions and optimize accordingly.
Understanding Keyword Match Types in PPC
Keyword match types allow you to control which search queries trigger your ads. Google Ads offers three main types:
1. Broad Match
Shows ads on searches that include misspellings, synonyms, and related searches.
Example: Keyword = women’s hats could trigger buy ladies’ caps online.
Pros: Maximum reach.
Cons: High risk of irrelevant traffic.
2. Phrase Match
Shows ads for queries that include the keyword phrase in the same order.
Example: “women’s hats” could match buy women’s hats online.
Balanced approach.
3. Exact Match
Ads show only when the exact keyword is searched (or close variants).
Example: [women’s hats] matches only women’s hats or women’s hats.
Pros: Highest relevancy.
Cons: Limited reach.
Use a mix of match types to balance reach and precision in your campaigns.
Using Negative Keywords to Improve Ad Spend
Negative keywords prevent your ads from appearing for irrelevant search terms. They are a crucial tool for improving PPC performance and minimizing wasted spend.
Examples of Negative Keywords:
If you’re selling premium software, you might exclude “free,” “cheap,” or “open source.”
A yoga studio in Lagos may exclude “online yoga classes.”
Where to Add Negative Keywords:
Campaign level: Broad exclusions
Ad group level: More specific exclusions
Use the keyword planner & search terms report to find poor-performing queries
Tip: Review your search terms report weekly to identify new negative keyword opportunities.
Organizing Keywords Into Campaigns and Ad Groups
Well-structured campaigns result in better Quality Scores, improved ad relevance, and higher ROI.
Best Practices:
Group keywords by intent or theme
Match the ad copy closely to the keyword group
Keep ad groups tightly focused (10–20 keywords max)
Structure differently for search, display, and retargeting campaigns
For example, a digital marketing agency might separate ad groups for:
SEO services
PPC management
Social media marketing
Monitoring & Refining PPC Keywords
PPC is not a “set it and forget it” channel. Continuous optimization is key.
Track the Following Metrics:
Click-through Rate (CTR)
Cost-per-click (CPC)
Conversion Rate (CVR)
Quality Score
Impression Share
What to Do:
Pause low-performing keywords
Test different match types
Use A/B testing to experiment with ad copy
Expand the keyword list using new search queries
Use Google’s Recommendations Tab to get automated suggestions for improving performance.
Common Mistakes to Avoid in PPC Keyword Research
Even experienced marketers fall into these traps:
Relying solely on high-volume keywords
Ignoring keyword intent
Not using negative keywords
Overstuffing ad groups
Failing to analyze search terms reports
Avoiding these pitfalls can save you thousands in ad spend and help you hit your KPIs faster.
Conclusion
Keyword research is the foundation of every successful PPC campaign. By focusing on user intent, using the right tools, and continuously optimizing your keyword list, you’ll drive better traffic, higher conversions, and lower CPCs.
Final Tips:
Start small and test continuously.
Use negative keywords generously.
Match keywords to specific stages of the buyer journey.
Monitor performance and refine regularly.
Ready to supercharge your PPC campaigns? Start with a solid keyword strategy and let the data guide your decisions.
FAQ: Keyword Research for PPC
Can I use the same keywords for SEO and PPC?
Yes, but PPC typically requires more transactional intent and may involve shorter-term keywords with higher competition.
How many keywords should I use per ad group?
Ideally, 10–20 tightly related keywords per ad group to maintain high relevance.
How often should I update my PPC keywords?
At least bi-weekly, or after collecting significant data (e.g., 1,000 impressions or 30+ conversions).