Getting your PPC (Pay-Per-Click) campaigns right starts with one simple truth: the keywords you choose connect you with the customers you want. At Matthew Temple Consulting, we know how overwhelming it can feel to face a mountain of options, especially when every click counts towards your budget. But don’t worry, we’re here to help you discover the words that matter most to your business and your customers.

What Exactly Is a PPC Keyword?

Think of a PPC keyword as the bridge between what your customers are searching for and the solutions you offer. When someone types a phrase into Google like “emergency plumber Hull” or “best vegan café near me”—they’re looking for services just like yours. In a PPC campaign, you bid on these keywords to make sure your business appears right when someone needs you. The key is to focus on keywords that truly match what your customers want, not just what you think they might search for.

The Three Types of Keywords You Need to Know

There’s no one-size-fits-all approach to keywords, but understanding the main types will help you build a solid foundation:

• Broad Keywords: These are general terms, like “solicitor”, that attract lots of searches but can be less targeted.
• Specific Keywords: More detailed phrases with a clear intent, such as “no win no fee personal injury solicitor”. These often bring in visitors ready to take action.
• Local Keywords: These include a location, like “solicitor Hull”, helping you reach people nearby who are more likely to become clients.

If you’re a smaller business, you’ll often see the best results by focusing on specific and local keywords. They may attract fewer searches, but the people they bring are much more likely to become your customers.

Your Customers Hold the Key to Better Keywords

Some of your best keyword ideas come straight from your customers. Listen to the phrases they use when they call, email, or leave a review. You may be surprised at how different their language is from the industry terms you use every day. By weaving their real-world words into your ad campaigns, you’ll reach people in a way that feels familiar and authentic, improving your chances of turning clicks into conversations.

Learning from Your Competitors and Keyword Tools

Keeping an eye on the competition can give you valuable insights. There are plenty of tools out there—like Google’s free Keyword Planner that reveal what keywords your competitors are targeting and how much those terms cost. Mix these high-volume, competitive keywords with longer, more specific phrases that are often less expensive but highly effective.

We’re always happy to walk you through this process with a step-by-step guide or a simple video call. It’s all about finding the right balance for your goals and budget.

Don’t Overlook Negative Keywords

Negative keywords are just as important as the ones you actively target. They help you avoid wasting your budget on searches that aren’t relevant to your business. For instance, if you sell premium watches, you might want to exclude terms like “cheap” or “free” to focus your ads on customers who are ready to invest in quality. By trimming out the noise, you’ll get more value from every click.

Measuring and Improving Your Keyword Performance

Running a PPC campaign isn’t a set-and-forget task. Regularly checking how your keywords perform ensures your budget goes further. Keep an eye on things like cost per click, conversion rate, and cost per customer. If you notice a keyword is racking up costs but not bringing in results, don’t be afraid to swap it out for something better. We’re big believers in testing, tweaking, and always looking for ways to improve.

Let’s Build Your Next Campaign Together

Choosing the right keywords is a journey, not a one-off decision. At Matthew Temple Consulting, we treat your business as if it were our own offering honest advice, creative solutions, and ongoing support every step of the way. If you’re ready to get more from your PPC campaigns, reach out for a chat. Let’s find the right words to connect you with your next customer.

Ready to grow? Contact us and let’s get started.