Keyword Marketing: 5 Steps to Effective Keyword-Based Advertising

While Google constantly keeps the marketers on toes by rolling out frequent algorithm updates, one thing that has remained constant is: keyword research. It is the foundation of a successful SEO campaign – identifying and evaluating search terms that people use in search engines to find products, services, or valuable information online.

By discovering keywords that are most relevant to your business and optimizing your site or content for those search terms, you can significantly improve your SERP rankings, visibility, and quality leads. And not just organic traffic! Keyword marketing is a powerful strategy that helps your website to appear on top of search engine results, driving more numbers of clicks for your paid advertisements.  

So, what is keyword marketing? Is it worth your time and effort? What are the key steps of performing keyword advertising that can help deliver better business results? Let’s find all these out in this blog.

What is Keyword Marketing?

Keyword marketing is a proven method of advertising your business or brand on search engines using effective keyword research. By identifying the search terms that are related to your niche or business offering, you can bid to place the ads in search engine results for those keywords.

For instance, if you have a footwear brand and want to increase your sales for women’s boots, then you can target search terms like “women’s boots” or “women’s boots online.” These terms are most commonly used when a person searches for women’s boots and targeting these keywords can make your ad appear at the top in Search Engine Result Pages.

Keyword marketing is also a powerful SEO tool, allowing you to improve search engine rankings and drive organic traffic.

Key Steps to Successful Keyword Advertising

Discussed here are valuable tips to use keywords for a successful digital marketing campaign.

1. Create a Comprehensive List of Keyword Ideas

An effective keyword marketing campaign begins with in-depth keyword research. For this, you need to create a list of topics that are related to your target audience, business, and industry. This can help you discover the most relevant search terms for your site. Once you decide upon a list of topics, you can go in-depth to find more specific ones that define your business or niche.

Let’s take the above example of a footwear brand. You have a broad range of products like boots, sandals, sneakers, ballerinas, etc. So, you can generate topics around these footwear categories. But say, you want to promote women’s boot. For this, you need to generate more specific topics that are related to women’s boot. This will help you filter your keywords further.

2. Find the Right Search Terms Using Keyword Research Tools

Once you make a list of related topics, find the keywords that are most relevant, high-potential, and meaningful. A good keyword research tool can help you discover the right key phrases that can boost your campaign performance further and allow search engines to rank your page for such search terms.

Google Keyword Planner is a nice tool that can generate a comprehensive list of keywords relevant to your topics and other metrics that will help you determine which ones to choose. Google search engine also provides good keyword ideas. For instance, when you will type “women’s boots” in the search bar, it will automatically show related keyword ideas like “women’s boots online,” women’s boots with heels,” “women’s boots black,” etc.

This will help you curate high-quality content or ad copy that targets these keywords – improving searchability, page ranking, and traffic.

3. Use Ad Groups for More Targeted Keyword Advertising

For effective advertising, it is not enough to have a comprehensive list of relevant keywords, no matter how profitable or high-potential the search terms appear to be. To generate maximum ROI, you need to organize the keywords appropriately.

When you group keywords in a logically and semantically organized way, it aids in optimum ad group creation. Keyword organization makes it exceptionally easier to create powerful PPC ads because you can create the ad copy that simultaneously apply to all relevant terms.

Organize your keywords in small-themed groups and bid only on the most relevant ones. This allows you to enjoy multiple benefits, such as improved ad rankings, higher Quality Score, low CPC (cost per click), and higher click-through rate (CTR).

4. Target Long-Tail Keywords

For in-depth targeting, focus on long-tail keywords that contain three or more search terms. Search engines, like Google, consider long-tail keywords as a ranking factor because these have a more precise search intent. Online searchers today use longer terms to be specific about their search.

And if your content or ad copy includes these long-tail keywords, they tend to be more relevant to the searcher’s intent. Hence, Google will attribute a higher search engine ranking based on factors like “quality” and “relevance.” For digital advertising, long-tail keywords helps generate qualified leads and at the same time, keeps the cost down.

Since long-tail keywords are more specific and relevant to the searcher’s intent, it will help drive fewer but highly qualified leads. This will help reduce your ad costs, while drive more value for your budget.

5. Analyze Competitors’ Keywords

For successful keyword marketing, it is crucial to keep a track of what your competitors’ are doing – which search terms they are getting ranked for, which niche category they are targeting, etc. This data will help you find keywords that are you otherwise missing out on a keyword research tool. Targeting these search terms will help you attract more leads and grow your business.


Keywords are integral to help your brand or business rank high for relevant search results. If you want to improve your website visibility, get higher search engine rankings, and drive quality traffic, then strategic keyword marketing can help deliver effective results.

Don’t know how to get started with keyword advertising? Hire a professional PPC advertising firm that can devise effective keyword research and marketing strategies to improve your website performance on search engines. With the right keywords and continuous monitoring, they will help improve your search engine rankings and drive more leads for your business.

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