How to choose the right keywords for your SEM?

July 7, 2015 - 2  min reading time - by Emma Labrador
Home > SEO Thoughts > How to choose the right keywords for your SEM?

Keywords research is part and parcel of a powerful paid search marketing campaign. Choosing the right combination of performing keywords can be somehow painful but when listed, the results will be more than profitable.

Here are some tips on how to pick the right keyword in order to develop a successful paid campaign.

1# How to find keywords?

There is two options when creating a list of potential keywords for a paid search marketing campaign.

  • Create an organic list

You can first focus on your organic keywords or in other words the keywords you have chosen for your search engine optimization strategy. Which one of them are driving traffic to your landing page or your website? Which one of them are the most effective? Even if SEO and PPC are different and need to be organized differently you can start dealing with your list of keywords from your organic list. That is a good start for giving you ideas on what is actually working.

  • Expand your list

Now that you have your organic list, you might want to know if you have not missed an opportunity. It is always hard to tell if you have taken into account all your visitors possible queries and the way they are seeking your products, services, content, etc. To discover new valuable keywords you can look for:

    • long-tail keywords reflecting visitors intents
    • synonyms or misspellings
    • seasonal trends
    • commercial intent
    • performing keywords of your competitors

2# What tools can help me?

We know that this task can be tedious that is why there is a bunch of tools here to help you. This list of free or almost free tool is not exhaustive but can seriously help you out.

Google Keyword Tool

Google Keyword Tool is by far the most famous keyword tool. It allows you to plan keywords for your search marketing campaigns. You can look for keywords or groups of keywords, get statistics, estimation on a list of keywords or mix different list of keywords. This AdWords free tool will allow you to planify your campaigns and define your bids and budgets.


Spyfu allows you to download your competitor’s most profitable keywords and get all the insights you need to manage your own campaigns.


Wordtracker gives you from one keyword all the keywords related and the informations you need to know about these keywords to organize your PPC campaigns. However, to get access to all the data, you need to register a paid version.


This website provides a list of keyword tools useful for any search marketer to deal with keyword suggestions, keyword grouping, keyword analysis, long-tail keyword researches and negative keyword discoveries.


This tool is great to analyze keywords on more than 100 search engines. It draws statistics, related keyword searches and trends. It can be very useful if you are working on a seasonal trend because you can access a month-by-month keyword popularity overview.

Emma Labrador See all their articles
Emma was the Head of Communication & Marketing at Oncrawl for over seven years. She contributed articles about SEO and search engine updates.
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