Finding Less Competitive, High-Intent Keywords For Your PPC Campaigns

Understanding high-intent keywords 

What are high-intent keywords? 

High-intent keywords are search terms that indicate a strong likelihood of a website visitor making a purchase or taking a desired action. These keywords are often used by people who are further along in the buying process and are ready to convert. Examples include “buy”, “order”, “purchase”, and “discount”. 

Why less competitive keywords matter 

Less competitive keywords are those with lower competition levels, meaning fewer advertisers are bidding on them. These keywords tend to be more cost-effective, allowing you to stretch your budget further while still targeting high-intent users. By focusing on these keywords, you can achieve a higher return on investment (ROI) and your cost-per-click (CPC). 

Strategies for finding less competitive, high-intent keywords 

1. Leverage long-tail keywords 

Long-tail keywords are longer and more specific keyword phrases that tend to have lower search volumes but higher intent. These keywords are less competitive and often reflect a user’s specific needs or queries. 

How to find long-tail keywords 

• Use keyword research tools: tools such as Google Keyword Planner, Ahrefs, and SEMrush can help you identify long-tail keywords that are relevant to your business. According to Ahrefs, 92% of all keywords get ten or fewer searches per month. This statistics highlights the potential of long-tail keywords to drive targeted traffic. 
• Analyse search queries: review the search queries report in your Google Ads account to find longer, specific phrases that users have already searched for. 
• Utilise AnswerThePublic: This tool generates long-tail keyword ideas based on common questions and phrases users search for. 

2. Focus on local keywords 

For smaller and medium-sized businesses, targeting local keywords can significantly reduce competition and increase relevance. Local keywords include terms that incorporate geographic locations such as “near me”, city names, or neighbourhood names. 

How to find local keywords: 

• Google My Business Insights: Analyse the search terms people use to find your business on Google My Business. 
• Local SEO tools: use tools such as Moz Local or BrightLocal to identify local keyword opportunities. 
• Competitor analysis: check the keywords your local competitors are ranking for using tools such as SEMrush or Ahrefs. According to Think With Google, 46% of all searches on Google seek local information, underlining the importance of local keywords. 

3. Analyse competitor keywords 

Understanding which keywords your competitors are bidding on can provide valuable insights and help you identify gaps in your own strategy. 

Tools such as SEMrush and Ahrefs allow you to see which keywords your competitors are targeting and their estimated CPC. 

Other tools such as SpyFu show you a comprehensive overview of your competitors’ keyword strategies. And finally, Google Ads Auction Insights will show you how your ads perform compared to competitors, helping you identify the high-intent keywords you might be overlooking in your own strategy. 

4. Optimise for buyer intent 

Not all keywords are created equal. Some keywords indicate research intent (e.g. “best laptops 2024”), while other indicate buying intent (e.g. “buy laptop online”). Focusing on keywords that show a clear buying intent can drive higher conversion rates. 

To ensure your campaigns are optimised well for buyer intent, always group your keywords into categories based on user intent (informational, navigational, transactional). Make sure you include modifier keywords too such as “buy”, “order”, “purchase”, and “review” to capture high-intent traffic. 

5. Utilise negative keywords 

Negative keywords help you filter out traffic that is unlikely to convert, ensuring your budget is spent only on high-intent clicks. 

How to use negative keywords 

• Identify irrelevant searches: use the search terms report in Google Ads to find and exclude irrelevant queries. 
• Regularly update your list: continuously refine your negative keyword list based on new data and trends. Google reports that 61% of search queries result in no clicks, making it crucial to exclude irrelevant terms. 
• Segment campaigns: create separate campaigns for different keyword themes to better manage negative keywords and improve targeting accuracy.

Implementing your strategy 

So, how you use these keywords to optimise your strategy? 

Continuous keyword research 

Keyword research should always be an ongoing process. Regularly revisit your keyword strategy to adapt to changing search trends and discover new opportunities. 

Test and optimise 

A/B testing different keywords and ad copy is crucial for finding the most effective combinations. Use performance data to refine your strategy and allocate your budget to the best-performing keywords.

Monitor competitor activity 

Keep an eye on your competitor’s keyword strategies and adjust your approach as needed. There are plenty of tools available that will help you stay informed about their activities and identify new opportunities. 

Key takeaways

Finding less competitive, high-intent keywords is a powerful strategy for optimising your PPC campaigns and maximising your budget. By leveraging long-tail keywords, focusing on local searches, analysing competitor keywords, optimising for buyer intent, and utilising negative keywords, you can drive better results and achieve a higher ROI. 

Whether you need assistance with keyword research, campaign management, or a comprehensive digital marketing strategy, our team of experts is ready to support you. Request a free digital marketing audit today to learn how we can help you make the most of your PPC budget. 

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