Pay-per-click (PPC) campaigns involve bidding on specific keywords to display ads on search engines like Google.
The cost per click (CPC) is the amount you pay each time someone clicks on your ad.
Narrowing your targeted keywords can help reduce your CPC & pre-qualify leads, leading to better conversions.
1. Reduced Competition
By narrowing your targeted keywords and focusing on more specific, long-tail keywords, you can reduce competition. Long-tail keywords are longer and more specific keyword phrases that searchers are likely to use when they’re closer to making a purchase or taking action. With less competition, you’ll likely face lower bid prices, which in turn reduces your CPC.
2. Improved Ad Relevance
When you target specific, narrow keywords, your ads become more relevant to the searcher’s intent. This relevance improves your ad’s Quality Score, which is a metric used by search engines to determine ad rankings and costs. A higher Quality Score can lead to lower CPCs and better ad positions, increasing the chances of your ad being clicked.
3. Pre-Qualifying Leads
Narrow keywords help pre-qualify your leads by attracting searchers who are more likely to be interested in your product or service. When searchers use specific keywords, they often have a clear idea of what they’re looking for, making them more likely to convert if your ad matches their needs.
4. Better Conversion Rates
With more pre-qualified leads clicking on your ads, you’ll likely experience better conversion rates. This is because the traffic you receive from narrow, targeted keywords is more relevant and engaged, increasing the likelihood of users taking desired actions, such as making a purchase or signing up for your newsletter.
Okay… but what does that even mean or look like?
Narrowing your keywords means focusing on more specific and relevant search terms that better match your target audience’s intent.
This targeted approach can improve your ad performance and conversion rates.
Here’s a simple explanation of how to narrow your keywords using examples:
Step 1: Identify Your Core Keywords
Start by identifying the core keywords that are relevant to your product or service.
These are general terms that describe your offering.
If you sell handmade leather shoes, your core keywords might just be “shoes” or “leather shoes.”
These will usually be the most expensive keywords to bid on and they will always fall out on the top of the sales funnel or process to purchase.
They’re just checkin’ things out… window shopping.
Step 2: Add Descriptive Modifiers
Add descriptive modifiers to your core keywords to create more specific phrases.
Modifiers can include colors, sizes, styles, materials, or other relevant attributes.
Using the core keyword “leather shoes,” you can add modifiers like “brown leather shoes,” “men’s leather shoes,” or “handmade leather dress shoes.”
These keywords will fall at the middle of the sales funnel.
These are people shopping for something specific and probably comparing prices.
Inches away from the purchase.
Step 3: Use Long-Tail Keywords
Long-tail keywords are longer, more specific phrases that users are likely to search for when they’re closer to making a purchase.
Incorporate long-tail keywords to further narrow your focus.
From the modified keywords, you can create long-tail keywords like “brown handmade leather shoes for men”, “women’s black leather dress shoes”, “cheap handmade leather shoes for men”, or “luxury handmade leather shoes for women”.
Step 4: Consider User Intent
Think about the different reasons users might search for your product or service, and create keyword variations that address those intents.
Users might search for “comfortable handmade leather shoes”, “how to care for leather shoes”, or “durable handmade leather shoes” to address specific needs or concerns.
Step 5: Use Keyword Research Tools
Utilize keyword research tools like Google Ads Keyword Planner, Ubersuggest, or Ahrefs to identify additional keyword variations and analyze their search volume, competition, and relevance to your offering.
By using a keyword research tool, you might discover other relevant terms like “artisan leather shoes” or “custom leather shoes.”
By following these steps, you can narrow your keywords and create a more targeted approach in your PPC campaigns.
In the leather shoes example, instead of just targeting the broad term “leather shoes,” you’ll be targeting more specific and relevant terms like “brown handmade leather shoes for men” or “women’s black leather dress shoes,” which are more likely to attract engaged and interested users.
Narrowing your targeted keywords in PPC campaigns can reduce your cost per click by lowering competition, improving ad relevance, and increasing your Quality Score.
Additionally, this approach helps pre-qualify leads and leads to better conversion rates, as the traffic you receive is more relevant and engaged with your offering.
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