If you’re pouring money into PPC ads and crossing your fingers for conversions, you’re not alone. Most people waste their budget on keywords that sound good but don’t actually deliver. This guide is for anyone tired of guessing—and ready to use SEMrush to zero in on keywords that really convert.
Let’s skip the fluff. I’ll walk you through a practical way to use SEMrush to find high-converting keywords, cut the noise, and avoid the traps that eat up your ad spend.
Step 1: Start with What Already Works (Don’t Reinvent the Wheel)
Before you start digging around for new keywords, take a hard look at what’s already working for your business—or your competitors. SEMrush is good at uncovering this.
- Check Your Own Search Terms Report: If you’ve run any PPC campaigns before, start there. Look for keywords in your Google Ads search terms report that bring in real conversions, not just clicks.
- Plug Them into SEMrush: In SEMrush, use the “Keyword Overview” tool to analyze these terms. You’ll get data like search volume, CPC, competition, and trends. Don’t get distracted by high search volume alone—it doesn’t always pay off.
Pro tip: If a keyword has a proven conversion history and a manageable cost-per-click, it’s your baseline. Build out from here, not from scratch.
Step 2: Spy on Your Competitors (Seriously)
Why guess what works when you can just see what your competitors are bidding on—and what’s working for them?
- Use the “Domain Overview” Tool: Enter a competitor’s domain in SEMrush. Scroll down to “Paid Search” data. Look at their top paid keywords.
- Analyze Their Ads: Click on individual keywords to see the actual ad copy. This gives you clues about search intent and which keywords are worth the spend.
- Check for Conversions (As Best You Can): SEMrush won’t tell you their conversion rates (nobody will), but you can see which keywords they put most of their budget behind. If they’ve been running ads on the same term for months, it’s probably making money.
What to ignore: Don’t copy every keyword. Big brands often waste money on broad, expensive terms just to show up everywhere. Focus on the keywords with specific intent and reasonable CPCs.
Step 3: Dig Deeper with Keyword Magic Tool
The Keyword Magic Tool is SEMrush’s crown jewel for keyword research. But don’t just grab a big list and call it a day.
- Seed with Your “Proven” Keywords: Start with the keywords you know convert or ones you pulled from competitors.
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Apply Smart Filters:
- Intent: Use the “Intent” filter to focus on “Transactional” or “Commercial” keywords. These are more likely to convert than “Informational.”
- Volume: Don’t obsess over high-volume keywords. Often, lower-volume, long-tail keywords have less competition and higher conversion rates.
- CPC & Competition: Set an upper limit on CPC so you don’t bankrupt yourself. Filter out ultra-high-competition terms.
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Look for “Buying Signals”: Phrases like “buy,” “order,” “discount,” and “near me” often mean someone’s ready to act—not just browse.
What works: Long-tail keywords with clear intent—think “buy running shoes online” vs. just “shoes.” Fewer clicks, but usually a much higher conversion rate.
Step 4: Size Up the Keyword Difficulty (But Don’t Obsess)
SEMrush gives every keyword a “Keyword Difficulty” (KD) score. It’s useful, but don’t let it be the only thing you look at.
- KD under 60: Usually means you’ve got a shot, especially if your site isn’t a giant.
- KD over 70: You’ll be fighting big brands with deep pockets. Only go here if you have the budget and a strong landing page.
- Balance KD with Intent: A high-difficulty keyword with weak intent isn’t worth it. Better to go after something you can actually convert on.
Pro tip: Sometimes, high-KD keywords are overhyped. Focus on relevance and intent before getting scared off by the number.
Step 5: Use “Keyword Gap” to Find Missed Opportunities
This is one of the more underrated features in SEMrush.
- Plug in Multiple Competitors: Use the “Keyword Gap” tool to compare your site with up to four competitors. SEMrush will show you keywords they’re bidding on—but you aren’t.
- Sort by “Unique to Competitors”: Focus on keywords your competitors are paying for, but you’re not. These are your low-hanging fruit.
- Check Intent and CPC: Again, filter out anything that’s too broad or expensive. Look for keywords with clear commercial or transactional intent.
Watch out: Just because a competitor is bidding doesn’t mean it converts. Use common sense and your own data to vet the list.
Step 6: Validate with Real-World Data
Even the best keyword research is just theory until you test it.
- Test in Small Batches: Add your chosen keywords to a new ad group. Don’t dump your whole budget at once—start small.
- Track Conversions, Not Just Clicks: In Google Ads, set up proper conversion tracking. Measure leads, sales, sign-ups—whatever matters to your business.
- Prune Aggressively: Kill off keywords that get clicks but don’t convert. Double down on the ones that bring in real results.
What doesn’t work: Blindly trusting SEMrush data. Always back it up with your own numbers.
Step 7: Keep It Clean—Negative Keywords Matter
High-converting campaigns are as much about what you don’t show up for as what you do.
- Use SEMrush’s “Negative Keywords” Suggestions: When researching, check for irrelevant queries related to your keywords.
- Add Obvious Duds: If you’re selling high-end products, negative out “free,” “cheap,” or “DIY.”
- Update Regularly: Every week or two, review your search terms report and add new negatives.
Pro tip: The more precise your targeting, the less you waste on tire-kickers.
Step 8: Don’t Get Distracted by Shiny Tools
SEMrush is packed with features, but not all of them help you find high-converting keywords.
Here’s what to ignore (at least at first): - SEO-focused tools: Rankings and organic difficulty aren’t always relevant for PPC. - Brand monitoring: Interesting, but not useful for conversion-focused keyword research. - Trend graphs: Fun to look at, but don’t tell you if a keyword actually brings in sales.
Stick to the tools that get you actionable, conversion-focused keyword lists.
Step 9: Rinse, Repeat, and Don’t Overthink It
Finding high-converting keywords is an ongoing process. Markets change, competitors shift, and customer intent evolves.
- Check Results Monthly: Set a reminder to review your campaigns and SEMrush reports. Look for new opportunities.
- Test New Keywords in Small Doses: Don’t be afraid to experiment, but always measure conversions.
- Iterate: Drop what isn’t working, and scale what is. Simple as that.
Wrapping Up
Finding high-converting keywords in SEMrush isn’t rocket science. Start with what works, swipe ideas from your competitors, focus on intent, and let real-world data be your guide. Don’t get lost in endless lists or distracted by shiny features. Keep it simple, test smart, and keep tweaking. The difference between a money pit and a money maker is usually a handful of the right keywords—found, tested, and proven.
Now get out there and spend a little smarter.