Automated tools can simplify and streamline just about every aspect of PPC keyword research. By leveraging AI tools, you can rapidly improve campaign performance.
Automation tools are ideal for tasks like:
- Handling your bidding automatically based on predefined rules and parameters
- Automatically identifying high-value keywords for you
- Alerting and monitoring campaigns so you can track status and know when you need to adjust your keyword strategy
- Analyzing competitor strategies and keywords
- Quickly generating effective ad copy, headlines and CTAs for PPC ads
There is a wide variety of automated tools and tactics available to help digital marketers analyze and optimize their keyword bids. At a minimum you’ll want a tool for keyword discovery, bid estimation, competitor analysis, and keyword organisation.
Google Keyword Planner is a free tool developed by Google that provides keyword data such as search volume, trends, competition levels, and cost estimates. It’s a good place to start generating keyword ideas and bid estimates. You can also use it to search for keyword and ad group ideas, see how a list of keywords might perform, and combine keyword lists into new groups. It will also help you find phrases you may not have thought of before.
Whichever tool you use to simplify your keyword research, be sure you understand how to use keyword difficulty scores and negative keywords to focus your efforts.
Keyword difficulty is a metric used to determine how challenging it is to rank for a particular keyword and as a result, how costly. The keyword difficulty score indicates the level of effort required to rank for a specific keyword in paid search. High-difficulty words are more popular and competitive.
How keyword difficulty in PPC is calculated varies, but typically it is a combination of page quality score, which rates ads and landing pages based on expected clickthrough rate, content relevance, and experience.
![](https://www.adthena.com/wp-content/uploads/2024/06/7-steps-to-improve-your-Quality-Score-1.png)
Negative keyword addition refers to the practice of excluding specific words or phrases from triggering your ad. For example, you might want to add the negative keywords “free” or “cheap” to exclude traffic that doesn’t align with your brand or offering. Negative keywords act as barricades that prevent ads from being displayed when irrelevant terms are included in a search query. By adding negative keywords, you can filter out irrelevant traffic that would waste budget.
Pro tip!
While some advertisers strive to avoid high-difficulty keywords because they are too competitive, others pursue them for their high value and ability to deliver volume.