Are you looking to drive more traffic to your ecommerce website and increase your sales through PPC advertising? One crucial step in achieving this goal is conducting effective keyword research.
By the end of this article, you’ll be equipped with all the knowledge you need to conduct effective keyword research that drives results for your ecommerce business.
What is an Ecommerce Keyword?
An eCommerce keyword is a specific word or phrase that is relevant to products or services being sold online through an eCommerce platform or website. These keywords are used in various aspects of eCommerce marketing, including search engine optimisation (SEO), pay-per-click (PPC) advertising, and content marketing.
Ecommerce keywords are typically chosen based on their relevance to the products or services being offered and their potential to drive targeted traffic and conversions. These keywords reflect what potential customers search for when looking for specific products or solutions online.
For example, if you run an eCommerce store selling shoes, some relevant eCommerce keywords might include “running shoes,” “men’s dress shoes,” “women’s sneakers,” or “sports footwear.” These keywords are specific to the eCommerce niche and indicate the type of products being sold.
Ecommerce keywords can be categorised into different types, including:
- Product Keywords: These keywords directly relate to specific products being sold, such as “iPhone 12 Pro Max,” “leather handbag,” or “organic facial cleanser.”
- Category Keywords: These keywords represent broader product categories or types, such as “men’s clothing,” “pet supplies,” or “home decor.”
- Brand Keywords: These keywords include the names of specific brands or manufacturers, such as “Nike shoes,” “Apple iPhone,” or “Samsung TV.”
- Modifier Keywords: These keywords include descriptive terms that modify the product, such as “affordable,” “best,” “cheap,” “new,” or “top-rated.” For example, “affordable running shoes” or “best wireless headphones.”
Types of Keywords: Core, Specific, & Qualifiers
When it comes to keywords, they can be classified into different types based on their specificity and intent. Here are three common types of keywords: core keywords, specific keywords, and qualifiers.
- Core Keywords: Core keywords are broad and general terms that represent the main theme or focus of your website or business. They usually consist of one or two words and have a high search volume. Core keywords often have a wide range of competition. For example, if you have an online bookstore, “books” or “literature” would be considered core keywords.
- Specific Keywords: Specific keywords are more detailed and specific than core keywords. They often consist of multiple words and provide more context and intent. Specific keywords help target a more refined audience and generally have lower search volume but higher relevance. For example, for an online bookstore, specific keywords could include “best-selling mystery books” or “children’s fantasy novels.”
- Qualifiers: Qualifiers are words or phrases that are added to a core or specific keyword to refine the search intent and provide additional context. They help narrow down the search and target a specific audience. Qualifiers can include terms like “best,” “cheap,” “top-rated,” “buy,” “reviews,” or “online.” For example, using the qualifier “best” in the keyword “best running shoes” indicates that the user is looking for top-rated or high-quality running shoes.
- Using a combination of core keywords, specific keywords, and qualifiers in your SEO and PPC strategies can help you reach a wider audience while targeting more qualified and relevant users. It’s important to conduct keyword research to identify the right mix of keywords that align with your business goals, target audience, and competition in your industry.
Why Is Keyword Research For Ecommerce Important?
Keyword research is crucial for eCommerce for the following reasons:
- Visibility and Organic Traffic: Keyword research helps identify the specific words and phrases potential customers use to search for products or services online. By optimising your eCommerce website and product pages with relevant keywords, you increase the chances of appearing in search engine results pages (SERPs) when users search for those terms. This improves your visibility and drives organic traffic to your online store.
- Targeted and Qualified Traffic: Effective keyword research allows you to target keywords that align with the intent of your target audience. By optimising for relevant keywords, you attract more qualified traffic to your eCommerce website. This means people actively searching for products or solutions related to what you offer, increasing the likelihood of conversions and sales.
- Competitor Analysis: Keyword research provides insights into the keywords your competitors are targeting. By understanding the keywords your competitors rank for, you can identify gaps and opportunities. This knowledge helps you refine your own keyword-targeting strategy and find unique keyword combinations that give you a competitive edge.
- Content Optimization: Keyword research helps you identify the language and terminology your target audience uses when searching for products or services. This information is valuable for optimising your website content, product descriptions, category pages, and blog posts. By integrating relevant keywords naturally into your content, you can improve the overall user experience and increase the chances of ranking higher in search engine results.
How To Do Keyword Research For Ecommerce
Keyword research for eCommerce involves several steps to identify relevant keywords that align with your products, target audience, and business goals. Here’s a step-by-step guide on how to do keyword research for eCommerce:
- Understand Your Business and Target Audience: Start by gaining a clear understanding of your eCommerce business, the products or services you offer, and your target audience. Define your unique selling proposition (USP) and identify the key features, benefits, and categories of your products. Understand the demographics, interests, and search behaviour of your target audience.
- Brainstorm Seed Keywords: Begin with a brainstorming session to generate a list of seed keywords related to your eCommerce business. These are broad terms that describe your products or services. For example, if you sell fashion accessories, seed keywords could be “fashion accessories,” “jewellery,” “handbags,” or “sunglasses.”
- Expand with Keyword Research Tools: Use keyword research tools to expand your seed keywords into a larger list of potential keywords. Tools like Google Keyword Planner, SEMrush, Moz, or Ahrefs can provide insights into search volume, competition, and related keywords. Enter your seed keywords into these tools to generate a comprehensive list of relevant keywords.
How To Get An Ecommerce PPC Budget Report?
To get an eCommerce PPC budget report, you can follow these steps:
- Access your PPC Advertising Platform: Log in to the advertising platform you use for your eCommerce PPC campaigns, such as Google Ads, Microsoft Advertising, or any other platform you utilise.
- Navigate to the Reporting Section: Look for your PPC advertising platform’s reporting or analytics section. The location and naming of this section may vary depending on the platform you’re using. It is typically accessible from the main dashboard or a dedicated reporting tab.
- Select the Date Range: Choose the date range for which you want to generate the PPC budget report. You can specify a specific timeframe, such as the past month or quarter, or select a custom range.
- Choose Metrics and Dimensions: Determine the metrics and dimensions you want to include in your PPC budget report. Common metrics to consider are total spend, impressions, clicks, conversions, cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS). Dimensions can include campaigns, ad groups, keywords, and time intervals.
Conclusion
In conclusion, conducting thorough keyword research is crucial for the success of your ecommerce PPC campaigns.
So don’t underestimate the power of keyword research, and make sure to invest time and effort in it. Start by using the tips and tools we have discussed in this article, monitor your results closely, and keep testing new ideas to stay ahead of the competition. Get started today!
FAQs
Are there any tools to help with eCommerce PPC keyword research?
Yes, several tools can assist you with eCommerce PPC keyword research, including:
- Google Keyword Planner: Provides search volume, competition, and keyword suggestions.
- SEMrush: Offers comprehensive keyword research, competitor analysis, and insights.
- Ahrefs: Provides keyword data, search volume, and competitive analysis.
- Moz Keyword Explorer: Helps with keyword research and provides data on difficulty and opportunity metrics.
- SpyFu: Allows you to spy on your competitors’ keywords and ad campaigns.
How do I determine the competitiveness of keywords?
Keyword competitiveness can be determined by analysing metrics like search volume, competition level, and cost-per-click (CPC). Tools like Google Keyword Planner or SEMrush can provide insights into these metrics. Look for keywords with a decent search volume but relatively low competition to find opportunities for your PPC campaigns.
How can I optimise my eCommerce PPC campaigns with keywords?
Once you have identified relevant keywords, incorporate them strategically in your ad copy, headlines, descriptions, and landing page content. Ensure the keywords align with the search intent and offer a compelling value proposition. Use negative keywords to exclude irrelevant searches and improve campaign targeting.
