Keyword selection drives every paid search campaign. Make the right selections and you’ll find yourself in position to succeed. Choose the wrong keywords, however, and it’s next to impossible to reach your full potential.

Here are several tips you can follow when the time comes to select PPC keywords for your next campaign:

1. Don’t Assume

You work in the industry so you assume you know which keywords best suit your campaign. This is a big mistake.

Sure, you may have sound knowledge of what your space is all about, but that doesn’t mean much when it comes to choosing keywords.

There are many details to factor into your decision, including but not limited to:

•    Keyword volume
•    Competition
•    Consumer intent
•    Seasonality

As you dig around for more information, don’t be surprised if your initial list of keywords is far from where you end up.

2. Spy on the Competition

Which keywords are your primary competitors using? What are your thoughts on their strategy and approach?

You don’t want to copy everything your competition is doing, but this is definitely a good way to better understand which keywords convert.

3. Don’t Stand Still

If you want to “set it and forget it” you’re making a big mistake. Industries and consumers change. The same holds true for search algorithms. For this reason, the keywords you use today may not yield the same results next month.

Don’t stand back and assume that your keyword list will continue to produce results, day after day. PPC success is all about making the right tweaks at the right time.

Conclusion

There is no guaranteed way to select the right keyword list the first time around. Often, it takes a bit of trial and error to generate the results you have been seeking.

What are your thoughts on these tips? Would you add any other points of advice? Share your thoughts in the comment section below.