The searchers are really looking to buy, and furthermore, they are ready to buy.
They already know what to buy, and are looking for the right place to buy it from.
Examples of Transactional searches
‘Buy a Google Pixel4 phone’, ‘Groupon coupon’, ‘Cheap Samsung galaxy s10’, ‘Ticket for Chelsea vs Manchester United’.
‘Buy’, ‘Coupon’, ‘Order’, ‘Purchase’, ‘Cheap’, ‘Price, ‘Pricing’.
SERP features showing for Transactional searches
Google Ads, Shopping Ads.
Ads can display at the top or bottom of the page depending on relevance, Quality Score and bidding.
When Google Ads appear? When advertisers bid on keywords related to the search query.
Formats: Various. It can be text, banner, video, and app ads. Google Ads are labelled [AD].
When Shopping Ads appear? When advertisers bid on keywords related to the search query.
Formats: Cards containing product, price, and vendor. Sometimes ratings can also appear.
Analyse your keyword suggested bids. Normally, the higher the suggested bid and competition, the higher the transactional and commercial intent.
Extract from my Book ‘Making Google Ads Work’.