Search Marketing - Course

Paid Search

Free Lesson
Full Screen

Keyword Research

Digital Marketing Lessons

Paid Search
Global Authority

The Global Authority

12 years delivering excellence

Members

75,000 + Members

Join a global community

Certification

Associate Certification

Globally recognised

Membership

Membership Included

Toolkits, content & more

Digital Marketing - Study Notes:

Difference between PPC and SEO

During our account structure, we talked about where people might be sitting in the funnel and the different types of keywords you use.

You do research keywords differently for paid search than for organic search.

  • Organic: For organic search, you’re researching keywords around content and wider, generally top-of-funnel searches.
  • Paid: With paid search, it’s generally around the consideration and conversion piece. You may include some awareness stuff, but generally, we do find that the majority of paid search is down the bottom of funnel.

Google Keyword Planner

The Keyword Planner is a tool within Google Ads that we can use. It is very straightforward.

You can put your three top keywords, press Get Started, and it will suggest several ideas, search queries, and different things like that.

But for organic, because it can take longer, we use different methods. So, it’s important to separate the two and why exactly you’re doing your paid search versus your organic search, and this will influence your keyword research process.

After you’ve inputted those keywords within the Keyword Planner, we’re presented with some outputs here.

So the first is our graph. This shows our seasonality of the keyword lists that Google is suggesting. We’re then presented below that graph with the list of keywords that we can choose. There’s some data around the competition level of those keywords, and the search volumes they get on a monthly basis. And this is all market-specific because up at the top there, you can change your market and you can change your language to make it more specific to that particular location that you’re trying to target.

So search volumes and competition will differ from market to market. But it’s a very useful tool for just allowing you, again, going back to structuring by keywords that get lots of searches and keywords that don’t get as many searches. This is where you get that data. This allows you to structure. This is the first port of call for any build following on from optimizing your landing page.

When looking at the keywords, the Keyword Planner is the first place to start, and it is the most structured way to get our research options available to us in a sensible manner in that regard.

Back to Top
Cathal Melinn

Digital Marketing Manager @ Digital Marketing Institute

  • 13 years’ experience in search and display
  • Worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical
  • Moved to the world of agency in 2010 as Head of Search and Online Media for five years 
  • Currently working at the Digital Marketing Institute as a Digital Marketing Manager
  • Previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC
Cathal Melinn

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

Paid Search
Cathal Melinn Cathal Melinn
Skills Expert

This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.

Content Locked

Want to know more about this course?
Check out the full course details or sign up for a FREE course trial, and get access to more great content to help you level up your digital marketing career.

View Course Start a Free Trial