PPC Keyword Research isn’t just important; it’s the backbone of any successful campaign. Without it, you’re throwing darts in the dark, hoping to hit the right audience.
In 2025, with evolving search behaviour, AI-driven algorithms, and increasingly competitive ad spaces, getting keyword research right has never been more critical.
Let’s dive into why it matters, how to approach it, and the key factors that can make or break your campaigns.
Why Keyword Research Still Matters
Search engines are getting smarter but still rely on keywords to match ads with search queries. The right keywords ensure that your ads appear in front of people with the right intent. Choosing the wrong ones? You’ll blow your budget on irrelevant clicks or miss valuable conversions.
Search Terms & Intent: The Foundation of Keyword Success
Understanding search intent is crucial. People search with different motivations, and your keywords must align with these intentions.
- Informational – Users seek answers (e.g., “best PPC strategies 2025”).
- Navigation – Users want to find a specific website or brand (e.g., “Google Ads login”).
- Transactional – Users are ready to take action (e.g., “buy Google ads services”).
Bidding on the wrong intent can result in wasted spend. To maximise your ROI, focus on transactional and high-intent commercial queries.
Match Types: Getting the Balance Right
Google Ads gives you three main match types to control how your keywords trigger ads:
- Broad Match – Maximum reach but can attract irrelevant traffic.
- Phrase Match – More control while still allowing variations.
- Exact Match – Laser focused, but with lower volume.
In 2025, Google’s machine learning is pushing broad match harder than ever. While it can work well when paired with smart bidding, relying solely on it can be risky. The best approach is a mix of match types, continuously refined based on data.
Long Tail Keywords: The Goldmine of PPC
Short-tail keywords may have high search volumes but are expensive and competitive. Long-tail keywords (e.g., “best running shoes for flat feet UK”) tend to have lower CPCs, less competition, and higher conversion rates. Why? Because they indicate a more specific intent.
The key is to find the right balance, targeting enough long-tail keywords to capture niche audiences without limiting your reach.
Negative Keywords: The Unsung Heroes
Adding negative keywords is just as important as choosing the right ones. They help filter out irrelevant traffic, saving budget and improving efficiency. For example:
- If you’re selling premium products, add “cheap” and “free” as negatives.
- If you only offer in-person services, block terms like “online” or “virtual.”
- If you’re running campaigns in an English-speaking country but want to exclude non-English searches, negative match non-English terms.
Adjusting Keywords Based on Data
Set and forget? Not a chance. PPC campaigns are living, breathing entities that need constant optimisation.
- Regularly review your Search Terms Report to find new keyword opportunities and spot irrelevant clicks.
- Analyse performance metrics (CTR, conversion rate, CPC) and adjust bids accordingly.
- A/B test keyword variations to see which ones drive better results.
Keywords & Languages: Thinking Beyond Borders
One of the biggest mistakes advertisers make is assuming that all users in a country search in the dominant language. In reality, search habits are diverse. For example:
- In the UAE, many users search in English, even though Arabic is the official language.
- In Canada, bilingual users may search in French and English, depending on context.
- In Spain, tourists may search in English, while locals use Spanish or Catalan.
Ignoring multilingual search habits means missing out on valuable traffic. Always research how different demographics within your target market search.
PPC Keyword Research: Final Thoughts
PPC Keyword Research in 2025 isn’t just about picking a few terms and throwing money at them. It’s about strategy, data, and constant refinement. Understanding intent, match types, long-tail opportunities, negatives, and multilingual search behaviour will give you the edge in an increasingly competitive PPC landscape.
If you’re serious about making every penny of your budget work for you, investing time in keyword research isn’t optional; it’s essential. Keep testing, keep refining, and keep winning!
PPC Keyword Research FAQs
Why does PPC keyword research still matter in 2026?
PPC keyword research is still essential in 2026 because search engines rely on keywords to match ads with user intent. Smarter algorithms do not replace strategy. Strong keyword research ensures your ads reach users who are more likely to convert rather than wasting budget on low-quality clicks.
Which keyword intent types drive the best PPC results?
Transactional and high-intent commercial keywords drive the strongest PPC performance. While informational searches support awareness, campaigns deliver better ROI when keywords align with users who are ready to buy or enquire.
How should match types be used in modern PPC campaigns?
The most effective PPC strategies use a combination of broad, phrase, and exact match keywords. Broad match can help scale when supported by smart bidding, while phrase and exact match improve control and efficiency. ExtraDigital uses performance data to continuously refine this balance.
Are long-tail keywords still valuable for PPC?
Yes. Long-tail keywords typically have lower competition, lower costs, and higher conversion rates. They capture more specific intent, making them ideal for attracting qualified traffic without competing on expensive, broad terms.
Why are negative keywords important in PPC optimisation?
Negative keywords prevent ads from appearing on irrelevant searches, helping protect budget and improve efficiency. Regularly updating negative keywords improves click quality and campaign performance, which is a core focus of ExtraDigital’s PPC optimisation approach.
