Pay Per Click Keywords

November 6, 2018 Peter A. Liefer II

PPC Keywords

Pay Per Click marketing starts with KEYWORDS, the words or phrases that match your ads with the terms people are searching for.

To have your ads show up when people search for your product or service, the keywords chosen need to be high quality, relevant keywords. This is essential for successful PPC marketing.

PPC Keyword Research

To ensure that your keywords are highly relevant to your business offerings and show up in the search results, PrimeView uses advanced keyword research tools and current analytics data. (See About PPC Analytics.)

Keyword Grouping

For the most effective PPC campaign, we organize selected keywords into smaller groups of closely related keywords. These ad groups contain one or more ads which target a shared set of keywords.

Ad Groups can be based on categories that appear on your website. For example, you have an ecommerce website that sells baked goods, you could have individual ads for cookies, cupcakes, and pies.

Bidding and the Keyword Auction

To get your ads to show up on a page, a “bid” has to be made on that keyword. This is called a cost-per-click (CPC) bid. The bid is the highest amount you are willing to pay each time your ad is clicked. So, money isn’t wasted, we make sure you’re bidding on the right keywords.

You won’t always pay the same amount. Your bid is exactly what it sounds like, part of an auction. One that is more complicated then bidding on an antique at a brick and mortar auction. The auction determines what position your ad will appear on a page for a specific search or if it shows at all.

This “virtual” ad auction occurs each time your ad is qualified to appear in a search. When someone enters a search term online. The auction system finds all the ads with keywords matching that search and sorts out the ones that aren’t qualified. Like ads from another country or have violated ad rules.

Ad Rank

If your ad passes this stage it remains with ads from other places and competitors. So how do you out-bid those other ads? Your ad is judged on “Ad Rank” which is a combination of your bid, ad quality, and other variables.

You can still win a higher position at a lower price even if your competition bids higher than you. If your keywords and ads are more relevant and have a higher quality score, you will place higher in the search results.

For this reason, PrimeView’s PPC team works diligently to make sure all the elements driving PPC Ad Rank are in place. Our goal is to get you at the top of the search engine result pages.

Keyword Bid Optimization

When you begin your campaign, you will tell us how much you want to spend each month on your ads. We focus your spending on the best performing keywords, so it doesn’t cost you more than necessary.

Bid optimization is accomplished by using analytics to see which keywords, locations, times, and even devices are getting the best results. With this data, we can adjust your bids to increase your return on investment.

Quality Score

The Quality score is the key metric that determines how much you pay each time someone clicks your ad. It also determines its position on a page. The score is based on the quality of your keywords, ads, and landing pages.

Success with your PPC marketing isn’t just about finding the right keywords. To get low-cost clicks and high ad rankings, PrimeView focuses on creating an organized account structure, targeted, compelling ads, and optimized landing pages.

All of these factors when done professionally by our PPC team will increase your Keyword Quality Score so you will spend less and get better results.

Ask PrimeView for Pay Per Click help

There is so much to know about using keywords and running a PPC campaign, this has just been an overview of why keywords are so important to PPC and how they work. To learn more read about PPC Landing Pages and PPC Analytics.

Why not contact us today and let’s talk about how an expertly run Pay Per Click advertising campaign can benefit your business. PPC is the quickest and most efficient way to bring in more leads and revenue. You are just a click away from launching your businesses to a new level of success!


Peter A. Liefer II

Peter is the CEO of PrimeView, the leading Arizona Web Design and Digital Marketing Firm. A veteran in the Web Development and eCommerce industry, he is focused on delivering data-driven results. Learn more about Peter and PrimeView on our Profile. You may also reach us here.