A penny saved is a penny earned. This saying rings in my ear as I think about how best to cut into the core of PPC keyword research. Before getting into all that, let's back up.

PPC, or Pay Per Click, is a type of advertising in digital marketing. And keywords are at the center of your PPC strategy.

When a user clicks on your ad, you'll pay. So, choosing the right keywords is critical to make sure that the right people land on your content. After all, you don't want to waste money going after the wrong audience. See? A penny saved...

Let's break down how to conduct PPC keyword research to make it easy as pie for those new to the space.