PPC - Keyword Research

Keyword Research is as important for PPC / Pay Per Click as it is for SEO. The fundamental research is the same, and this is covered in the SEO Keyword Research Section. However PPC has an additional complexity which makes it invaluable.

In addition to the standard keyword research, with PPC campaigns negative keywords can also be submitted, enabling the advertiser to screen out unwanted and potentially expensive traffic.

Consider the previous Volkswagen Polo example, by submitting the following negative keywords (water, Ralph Lauren, horse and mint) the advertiser ensures that the advert is only displayed when it is relevant.

• Polo the mint!
• Water Polo
• Polo - The Ralph Lauren brand
• Horse Polo
• Volkswagen Polo