20 key phrase concepts in your PPC campaigns

The best pay-per-click (PPC) campaigns catch the eye, target relevant audiences and motivate users to click or buy. Keywords are one way to achieve these goals in the short amount of time someone can spend viewing an ad.

Effective PPC marketing will always result in compelling language. Regardless of how many features you use or what Google Ad Extensions you add, the best ads are always the ones with the best performing ad copy.

What is a catchphrase?

Buzzwords are popular or trending words or phrases. They are sometimes referred to as "jargon" or "business jargon".

A catchphrase can be a single word, short phrase, or acronym that is growing in popularity and replacing more traditional words.

Is Keyword Marketing Effective In Business? It may be. There are several cases when jargon marketing may be appropriate. For example, if you want to show your audience that you belong and understand their problems, or if you want to filter out irrelevant readers who are unlikely to buy from you.

Check out these ads for companies offering digital transformation. Are they written for a wide audience?

Example of a digital transformation of keyword marketing

No. They clearly make an effort to stand out from a specific audience and use catchphrases that they know will appeal to a prospect.

These ads don't explain or define these terms, knowing that your ideal customer already understands them.

How can keywords improve your PPC campaigns?

If you only have a moment to make an impact, buzzwords can have a huge impact. They become popular for a reason and are often catchy and memorable.

We tend to develop a preference for things that sound familiar and include language. This is called cognitive fluence. When we become familiar with words, we find them easier to understand – and easier to remember.

Why is it important to use keywords in your PPC campaigns?

Countless advertisements compete for user attention. Your PPC ads need to make a big impact in a small space. Buzzwords can help your ad get noticed while targeting the people who are most likely to become customers.

Here are some of the benefits of using keywords in your PPC campaigns:

Getting attention Quickly

Most readers just skim ads or read the first few words before continuing. Buzzwords can attract attention and quickly address relevant target groups, as the terms are quickly recognized.

If you could just use a word or two to get your customers' attention, you think your ad would get noticed using words like quality, sell, buy, and quick words used by every industry or company will? Probably not.

It would be more effective to inform them about keywords that they know from their industry or their interests.

Increase your visibility

Keywords can be displayed when searching for current topics in good time. You can then direct users to landing pages with content that uses less noticeable language.

You can also use different headings for multiple ads with attention grabbing keywords and change them as the language evolves.

Target the right audience

Having a specialized audience that connects to your ad copy can become a highly motivated and targeted audience. With keywords you can signal that you are an insider speaking to other insiders and use this status to quickly communicate a value.

Show that you understand your audience's needs

PPC is about marketing, but your ads will be read by people who can be influenced by psychological impulses. Most make practical decisions based on their emotions, whether they realize it or not.

People use this language because they want to belong. When you use the same language, you will resort to a psychological need to feel heard. They will respond to make sure they are not excluded from the latest move.

If your ad can evoke an emotional response that meets one or more of these requirements, it will likely inspire action.

Customers are looking for reasons to buy from you. When you reassure them that you know what they are up to and can solve their problems, you encourage them to shop with you.

How to find keywords for your PPC campaigns

The best way to find keywords that your customers will recognize is to pay attention to the language they are using.

What do your customers say when they call your company on email or phone? In what language do they describe their pain points and the frustrations they are facing? What do they ask for when they ask for solutions? What words do they use when writing reviews?

Talk to your service department. You speak to your customers all day and are used to hearing your customers' language. If you can address these concerns in your ad, you will be one step closer to the ad your customers hear about. This is a major shift.

You can also watch conversations in the communities you work in. What are your customers or audience saying online? What are your competitors saying? Which topics are the focus of the most active online conversations?

Use of keywords

If you want to use keywords in your PPC marketing, you should have a good understanding of the structure of an ad. Every ad you write is made up of a few elements: Heading 1, Heading 2, and a description.

Your customers may just read the headline of your ad, or some devices may cut parts of your ad to save space. Using keywords to drive impact ensures that your customers actually see them.

20th Ideas for getting started using keywords in PPC campaigns

Ready to start with keywords? Here are 20 ways you can get the most out of them in your paid ads.

  1. Take into account the audiences you want your ads to target.
  2. If these audiences are similar to your existing customers, use the language they are using.
  3. Consult online reviews to see how customers describe pain points.
  4. Check your customers' emails and submit forms for the solutions you want.
  5. Check customer testimonials for positive feedback and how they describe success.
  6. Ask your customer service for suggestions.
  7. Check out online forums and social media chats for new keyword ideas.
  8. Develop your messages from the language of your customers.
  9. Build your ads from this new messaging.
  10. Make sure the content on your landing page matches what your customers are looking for.
  11. Create multiple ads with keywords that all point to a relevant landing page.
  12. Keep the content of your website free of keywords and jargon that could become out of date.
  13. Update and update your ads as the advertising language evolves.
  14. Do your best to send users to relevant content so they don't navigate away.
  15. When writing your ads, keep the buyer's journey in mind.
  16. Let your customers see you in your ads.
  17. Show yourself as an insider in specialized industries.
  18. Become a trusted source for solutions by showing what you know.
  19. Build urgency by addressing your customers' needs.
  20. Reach out to new audiences using keywords used in their communities.

What is the difference between keywords, tags, and hashtags?

Buzzwords are trendy words that get a lot of attention – but only for a short time. It is not necessarily a language that stays fresh and may become stale or develop negative connotations. Keywords are ideal for short content that needs to make a quick impression, such as: B. Your PPC Ads.

Hashtags are words or phrases that appear after a pound sign (#) in social media posts with no spaces. They allow you to tag your content so people can find your posts when they search for those topics online. By using hashtags on social platforms, you can ensure that you are showing up in the right conversations online and expanding your social media.

Keywords are the search terms you want to look for when trying to appear on the search engine results pages (SERPs). While keywords are likely to be used in your ads and in the content of your website, and they can help your content rank over time, they are likely not present – it's not as trendy and ephemeral as keywords.

P.Examples of opular keywords

From real estate to sales, healthcare, insurance and the auto industry, each industry has its own specific advertising buzzwords.

Where else does the language change quickly? Everywhere there are many innovations in new areas and new skills being developed.

For example, in tech circles, if you don't use the terms your industry uses, you will be left behind.

When your customers see that you are selling without language that positions you as an expert and a trusted authority, they will go elsewhere. Buzzwords signal to your audience that you are part of the specialist group they want to be in.

In the auto industry, people sold used cars for almost as long as cars were on the road. However, the use of the term “certified used vehicles” is an example of how the marketing language has evolved over time.

Buzzword Marketing certified used vehicle example

Whether you like the term or not, most people react differently to ads for "used cars" than they do to "certified used vehicles".

Without the new term, you might struggle to sell used cars at the same level as dealers who took it over. In this case, not using a keyword may hurt you.

Buzzword Marketing Used Car Example

Examples of common keywords

  • Disorder
  • Hyperlocal
  • Freemium
  • Clickbait
  • Leverage
  • Point of contact
  • transformation

Examples of common keywords

  • Thinking under a blue sky
  • Push the envelope
  • Facetime
  • Ping me
  • Digital transformation
  • Big data
  • Next Generation
  • Deep dive
  • Chop growth
  • Added value

Examples of common keyword acronyms and meanings

  • B2B (business-to-business)
  • EOD (end of day)
  • CAD (Computer Aided Design)
  • ROI (return on investment)
  • AI (artificial intelligence)
  • RFID (radio frequency identification)
  • SEO (search engine optimization)
  • CRO (Conversion Rate Optimization)

How NOT to use keywords in PPC

Using keywords is a powerful way to improve your ad copy and get specific audiences' attention quickly. However, make sure that the keywords you use are relevant, used frequently by your audience, and don't have multiple meanings.

Don't use keywords for communities that you don't belong to or that confuse your customers. They want to hear the language YOU are using, not the language you are using internally.

The copy of the ad must be displayed at a glance and without context, so your keywords must also match these parameters. If it needs to be explained, it doesn't belong in an ad.

If your value proposition isn't clear in the first few seconds, your ad is likely to miss the mark.

What about using keywords in longer content?

Avoid using keywords on your landing pages and in content marketing. Buzzwords often sound out of date after a few months and it is time consuming to update content pages regularly.

Your ads can be updated and updated at any time if the language or general response to popular keyword changes changes.

Using too many keywords in your writing can put people off and make them believe that your content is not substantial. Some buzzwords are used so widely that they may turn people off completely.

Examples of keywords to avoid are:

  • Low hanging fruits
  • Run to the ground
  • Frills
  • Get your ducks in a row
  • All hands on deck


By using keywords in your PPC campaigns, you can quickly and effectively target specific audiences. When used carefully, they can effectively trigger an emotional response in your customers and move them to action.

Remember that using compelling language in your ad copy is always important as simple language always prevails over complicated jargon.

Do not overload your ads with multiple keywords or try to put unrelated keywords into individual ads. For the rest of the ad, let them stand on their own and make a compelling copy, and pay attention to your relevance.

Ad copy is a specialized skill, and many business owners find PPC advice helpful in seeing results faster. My team offers PPC management if you want to get in touch.

Have you tried using keywords to improve results in your PPC marketing? What results did you see?