How to Use Keyword Research Effectively in Sydney Pay-Per-Click Campaigns

Have you ever wondered why certain ad campaigns excel while others struggle? The key often lies in the bedrock of your digital marketing strategy: keyword research. Just as with the foundation of a building, the tiniest mistake with your keyword research can reduce the effectiveness of your pay per click sydney campaign no matter how much money you spend on it. Competing for online visibility in the Sydney market is challenging due to the dynamic nature of the online space as well as the highly competitive business landscape that Sydney holds for its businesses. Therefore, grasping how individuals search online is essential for optimising both your PPC and SEO initiatives.

Whether your focus is on local customers in Sydney or a wider audience, the right keywords have the power to fuel a successful ppc marketing sydney. If you get your keywords wrong, you might as well bake a cake without the batter, it’s next to impossible to succeed.

What is Keyword Research?

Keyword research involves identifying and analysing the search terms that people enter into search engines. By discovering the exact words and phrases your target audience uses when searching online, you can ensure that targeted ads and their content meet the needs of potential customers searching for the product or service in question.

Imagine running a café in Sydney; if you know that your potential customers are searching for “best coffee in Sydney” or “local cafés near me,” you can optimise your ads and content to meet those needs directly.

As a result, proper keyword research practices applied for pay per click in Sydney not only drive traffic but also increase the chances of conversion.

Understanding Micro-Moments in Search Behaviour

Just as with everything else, humans display certain patterns of behaviour during their search processes. This is called search behaviour. Search behaviour can be analysed in terms of micro-moments.

Micro-moments are critical instances that persuade users to use their devices to act upon a need related to a product or service. Understanding micro-moments that are relevant to the product or service you want to advertise is a great way to align keywords with search intent.

There are four types of micro-moments that you must make a note of in order to capture your audience’s attention:

01. I-want-to-know moments: Users seek information to learn something new about a product or service that interests them. For instance, someone might search “how to brew coffee” or “best beans for espresso.”

02. I-want-to-go moments: Users are looking for a local business or a nearby place to make a purchase. An example would be someone searching for “coffee shops near me.”

03. I-want-to-do moments: Users are looking for help completing a task or trying something new, such as “how to make a latte art” or “DIY coffee recipes.”

04. I-want-to-buy moments: Users are ready to make a purchase and need help deciding what to buy. For instance, a user might search for “buy fresh flowers online” or “best flower shop sydney.”

Conducting Keyword Research Effectively

There are many keyword research tools available for this purpose. One of the best tools for keyword research is Google Keyword Planner. However, a keyword research tool only provides information on which keywords serve a particular user intent for a product or service. It is up to the advertiser to analyse trends and identify the keywords that work best for the PPC campaign you intend to run.

You can identify broad terms related to your industry known by the term ‘seed keywords’ or more specific phrases called ‘long-tail keywords’. Usually, long-tail keywords have a higher conversion rate compared to broad terms.

An example of what seed keywords and long-tail keywords entail is provided for your understanding.

Long-tail keyword: “affordable cotton dresses in Sydney”

Seed keyword: “women’s clothing”

Once you have a list of keywords, you can use a keyword research tool like Google Keyword Planner to refine them based on factors such as,

01. Search volume

The number of times a keyword is searched within a given timeframe is measured via search volume. Although keywords with high search volumes attract more traffic to your site, they have higher competition.

02. Competition

Competition refers to the number of advertisers bidding on a particular keyword. A keyword with high competition may be more difficult and expensive to rank for, while low-competition keywords can provide opportunities for more cost-effective advertising.

03. Relevance

Relevance refers to how a keyword connects with your target audience as well as the products or services your business offers. High relevance ensures that your ads reach users who are genuinely interested in what you offer. As a result, your PPC campaign can drive higher engagement and conversion rates.

Having a decent search volume alone is not enough, your selected keywords have to align with your business goals. Finding the right balance between competitive and less competitive keywords is something that expert SEO specialists in digital marketing teams do to ensure that your pay per click sydney campaigns are effective.

In addition, negative keywords are selected and excluded from your pay per click campaign to avoid irrelevant traffic.

Ensuring that your digital marketing efforts pay off is a long term process which requires constant changes in strategy. Chat with our digital marketing experts today for more information on how to create effective pay per click campaigns in Sydney.