How to Build an SEO Keywords Strategy for Your Next Digital Ad Campaign

You’ve set your budget, written your ad copy, and picked your target audience. Now comes the part that often takes the longest: figuring out your keywords.

Many marketers start with a list brainstormed during a team meeting. These terms usually sound relevant or promising. But once the campaign goes live, the results tell a different story. Some keywords barely get searched, others are too expensive to bid on, and a few might not connect with your target audience at all.

The truth is, guessing doesn’t work. You need a clear, data-backed SEO keywords strategy to find the right balance between relevance, cost, and reach.

Why an SEO Keywords Strategy Matters

Your keywords determine who sees your ad, how much you pay per click, and how effectively you convert those clicks into sales.

Without strategy, you risk paying for visibility that doesn’t bring results. With the right approach, you can ensure your ads appear for the people who are actively looking for what you offer.

The best part? You don’t need advanced analytics skills to get it right. You just need the right tools and process.

Step 1: Use SEO tools to identify keyword opportunities

Instead of guessing, use data. SEO platforms show you exactly what people are searching for, how competitive those terms are, and how much they cost per click.

Some of the most effective tools include:

• Google Keyword Planner: Ideal for getting started, free, and integrated with Google Ads.

• Semrush and Ahrefs: Great for analyzing competitors and discovering trends.

• Moz Keyword Explorer: Helpful for understanding search difficulty and intent.

• WordStream Free Keyword Tool: A quick way to find related terms and costs.

Even the free versions of these tools can provide valuable insights to guide your campaign planning.

Step 2: Focus on intent, not just search volume

The goal isn’t to find the most searched keywords, it’s to find the most relevant ones. Think about what your audience is really trying to accomplish when they search.

For example:

• “Digital advertising ideas” shows general curiosity.

• “Best digital ad agency near me” shows buying intent.

Your SEO keywords strategy should reflect those levels of intent. Build keyword groups that align with each stage of your buyer journey: awareness, consideration, and decision.

Step 3: Balance cost and competition

High-volume keywords often come with high competition and higher CPCs. On the other hand, hyper-specific long-tail keywords may have low volume but higher conversion rates.

Use your SEO tools to strike the right balance. Prioritize terms that are competitive enough to bring visibility but not so saturated that you burn through your budget.

Pro tip: Look for keywords with medium competition and clear intent. They often bring the most cost-effective results.

Step 4: Test, analyze, and adjust regularly

Keyword performance isn’t static. Monitor your campaign analytics weekly to see which terms generate clicks and conversions.

If a keyword gets impressions but no engagement, try refining your ad copy or adjusting match types (broad, phrase, or exact). Over time, you’ll identify which keywords drive true results, and which need to go.

Your SEO keywords strategy should evolve with your audience and industry trends. Treat it as an ongoing process, not a one-time task.

Final Thoughts

Keyword strategy isn’t about guessing; it’s about learning how your audience searches and using data to meet them halfway.

When you approach keyword planning with structure and insight, every dollar you spend works harder for you.

Need help refining your SEO keywords strategy or digital ad campaigns? Let’s connect and build a smarter approach that aligns with your goals.

© 2025 Ana Paula Calle | B2B Marketing & Content Strategy