{"id":655980,"date":"2025-03-06T16:15:14","date_gmt":"2025-03-06T13:15:14","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-do-ppc-keyword-gap-analysis\/"},"modified":"2025-03-06T16:15:14","modified_gmt":"2025-03-06T13:15:14","slug":"how-to-do-ppc-keyword-gap-analysis","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/","title":{"rendered":"#How to do PPC keyword gap analysis"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2dd858bd19f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2dd858bd19f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Expand_your_PPC_reach_uncover_missing_keywords_and_outsmart_the_competition_with_these_tips_and_tools\" >Expand your PPC reach, uncover missing keywords and outsmart the competition with these tips and tools.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Keyword_tools\" >Keyword tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Search_term_analysis\" >Search term analysis<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Google_Search_Console_data\" >Google Search Console data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Website_content\" >Website content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Generative_AI\" >Generative AI\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Feedback_from_SMEs_and_customers\" >Feedback from SMEs and customers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-do-ppc-keyword-gap-analysis\/#Start_researching_new_keywords\" >Start researching new keywords<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Expand_your_PPC_reach_uncover_missing_keywords_and_outsmart_the_competition_with_these_tips_and_tools\"><\/span>Expand your PPC reach, uncover missing keywords and outsmart the competition with these tips and tools.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Sticking to the same set of keywords in your paid search campaigns might feel safe, but it can limit your reach. <\/p>\n<p>Consumers search in countless ways, often using terms you may not have considered.<\/p>\n<p>To stay competitive \u2013 whether you\u2019re scaling your budget, chasing growth goals, or trying to revitalize PPC performance \u2013 you must identify and fill keyword gaps. Here\u2019s how.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-keyword-tools\"><span class=\"ez-toc-section\" id=\"Keyword_tools\"><\/span>Keyword tools<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s built-in Keyword Planner (and Microsoft\u2019s equivalent product) provides a natural starting point for researching additional keywords.\u00a0<\/p>\n<p>The tool can automatically filter out existing keywords in your account so you can easily see new suggestions.<\/p>\n<p>You can use Keyword Planner by either inputting a keyword (or a set of keywords) to get suggestions for similar keywords, or you can input a URL.\u00a0<\/p>\n<p>If you aim to fill in gaps for specific products you offer, use the URL specific to that product or product category.\u00a0<\/p>\n<p>Remember that pages with de<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ive content will give the tool the best signals to generate ideas.\u00a0<\/p>\n<p>You can input competitor URLs to get keyword ideas related to their content.\u00a0<\/p>\n<p>Aside from using competitors you may already be familiar with, look at Auction Insights for the campaigns and ad groups where you plan to expand, and use those brands\u2019 URLs.<\/p>\n<p>There are also a number of third-party keyword research tools available, such as:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Semrush.\u00a0<\/li>\n<li>SpyFu.<\/li>\n<li>Answer The Public.<\/li>\n<li>AlsoAsked.<\/li>\n<\/ul>\n<p>Many of these tools have free versions with limited features, plus paid plans for more in-depth insights.<\/p>\n<p>Using a variety of them can help uncover a broader range of keyword ideas. Leverage them to search by \u201cseed\u201d keywords and competitor URLs where applicable.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-search-term-analysis\"><span class=\"ez-toc-section\" id=\"Search_term_analysis\"><\/span>Search term analysis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>By reviewing existing search terms that match your keywords, you may identify terms you aren\u2019t bidding on that would be worth adding as new keywords. These might include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Search terms with a high enough impression\/click volume to justify adding as keywords.<\/li>\n<li>Search terms with an exceptional conversion rate and\/or reasonable CPA.<\/li>\n<li>Search terms that are still relevant to your brand but not related to the keyword\/ad group where they matched.<\/li>\n<\/ul>\n<p>If you\u2019re running in both Google and Microsoft, be sure to include search terms from both platforms, as you will likely find unique results between each. You can then test relevant terms as new keywords in both.<\/p>\n<p>If you\u2019re running a Performance Max campaign, you can use Insights to view search terms.\u00a0<\/p>\n<p>You can then evaluate bidding on high performers in regular search campaigns to better control bidding and ad copy.<\/p>\n<p>Today, even exact match keywords can trigger a wide range of search terms.\u00a0<\/p>\n<p>If performance is similar and aligns with your ad messaging, there\u2019s no need to separate them.\u00a0<\/p>\n<p>However, if intent or performance differs, adding them to new ad groups or campaigns can be valuable.<\/p>\n<p><strong><em>Dig deeper:<\/em><\/strong> <strong><em>11 free tools for PPC campaign management<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-google-search-console-data\"><span class=\"ez-toc-section\" id=\"Google_Search_Console_data\"><\/span>Google Search Console data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Looking through queries in Google Search Console may help to flag keywords that are driving relevant traffic organically but are not currently in your paid search campaigns.\u00a0<\/p>\n<p>If you\u2019ve linked your Search Console and Google Ads accounts, you can also use the Paid and Organic report to identify keywords you are strictly showing organically but not in paid results.<\/p>\n<p><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">General<\/a>ly, appearing for the same keywords in both paid and organic results helps drive incremental traffic and conversions that would not have happened with just appearing for one or the other.\u00a0<\/p>\n<p>Even if you already show up organically for a particular keyword, you can tweak the ad copy and URL for the paid search end to feature current offers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-website-content\"><span class=\"ez-toc-section\" id=\"Website_content\"><\/span>Website content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When was the last time you thoroughly reviewed your brand\u2019s website?\u00a0<\/p>\n<p>A sitemap lets you view the site\u2019s hierarchy and pinpoint products and categories for which you may not already be bidding on related keywords.<\/p>\n<p>Analytics data can reveal which product or service pages attract the most views and engagement.<\/p>\n<p>You can pinpoint areas of interest for which you aren\u2019t pushing traffic or bidding on relevant keywords.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-generative-ai-nbsp\"><span class=\"ez-toc-section\" id=\"Generative_AI\"><\/span>Generative AI\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With careful prompt guidance, you can use generative AI tools to provide recommendations.\u00a0<\/p>\n<p>For instance, paste in an existing list of keywords, describe your brand and marketing, and ask the tool to provide additional suggestions.\u00a0<\/p>\n<p>Building off the previous section, you could provide the URL for your site or specific pages and ask for recommendations or paste in content directly from those pages.<\/p>\n<p>You\u2019ll need to carefully review the outputted keyword suggestions for relevance. Also, you may need to provide further prompts to refine what you receive back.<\/p>\n<p><strong><em>Dig deeper: Top AI tools and tactics you should be using in PPC<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-feedback-from-smes-and-customers\"><span class=\"ez-toc-section\" id=\"Feedback_from_SMEs_and_customers\"><\/span>Feedback from SMEs and customers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As an agency or in-house marketer, you likely don\u2019t have the same \u201cin-the-weeds\u201d level of knowledge that SMEs (subject matter experts) in the organization may have.<\/p>\n<p>Connect with individuals such as product marketers, sales teams, and owners in a small business setting.<\/p>\n<p>Ask them questions such as:<\/p>\n<ul class=\"wp-block-list\">\n<li>What are the key problems your products solve?<\/li>\n<li>What are the main concerns customers ask about?<\/li>\n<li>What are the top competitors you hear mentioned by prospects?<\/li>\n<li>What less obvious phrases might customers use when referring to the products you sell?<\/li>\n<\/ul>\n<p>These questions, and others tailored to the products or services you are promoting, can inform new keywords you may want to include in your campaigns.<\/p>\n<p>Similarly, you may have access to talk directly to customers or review customer survey data.\u00a0<\/p>\n<p>Use the information customers provide for further insight, as this may contradict or add to what SMEs share.<\/p>\n<p>For instance, I once managed paid search campaigns for a heating\/AC business, and the marketing staff insisted that the average consumer did not use the acronym \u201cHVAC\u201d to refer to their services.\u00a0<\/p>\n<p>However, actual search volume proved otherwise, as search terms containing \u201cHVAC\u201d were on par with the volume and conversion performance of heating\/air conditioning terms.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-start-researching-new-keywords\"><span class=\"ez-toc-section\" id=\"Start_researching_new_keywords\"><\/span>Start researching new keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Regular keyword research keeps your PPC strategy fresh and competitive. Don\u2019t let valuable opportunities slip by.<\/p>\n<p>Review your existing search campaigns, utilize available tools and resources, and incorporate staff and customer feedback to determine additional keywords that may help cover current gaps.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Tim Jensen\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/TimJensen-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/TimJensen-lg.jpg\" alt=\"Tim Jensen\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Tim Jensen<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=timothyjjensen&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/timothyjjensen\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tTim Jensen is a Sr. Search Engine Marketing Specialist at M&amp;T Bank. With over a decade of experience in the digital marketing industry, Tim has worked with both B2B and B2C brands in a wide variety of industries. While comfortable managing ads across all major platforms, he\u2019s particularly intrigued with the crossover between analytics and PPC.\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-keyword-gap-analysis-453016\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Expand your PPC reach, uncover missing keywords and outsmart the competition with these tips and tools. Sticking to the same set of keywords in your paid search campaigns might feel safe, but it can limit your reach. Consumers search in countless ways, often using terms you may not have considered. To stay competitive \u2013 whether&#8230;<\/p>\n","protected":false},"author":1,"featured_media":655981,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/How-to-do-PPC-keyword-gap-analysis.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942],"class_list":["post-655980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/655980","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=655980"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/655980\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/655981"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=655980"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=655980"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=655980"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}