Keyword research is central to any PPC campaign. If you’re not bidding for the right keywords, then there’s no way you can drive the right kind of web traffic to your website.
As is the case in any digital marketing campaign, you’d do well to understand the intent of your audience. After all, the words they’re going to enter in search queries are based on that intent.
Finding the PPC keywords that will translate to a worthwhile return on your investment is no easy task, however. Pick a set of keywords to use in your PPC marketing campaign and chances are there are thousands of others who are targeting those same keywords as well.