What is Search Intent, and why it matters?

What is Search Intent, and why it matters?

Search Intent answers the why behind a search query. For example, why people search? Are they looking to learn something? Are they looking to buy? Are they looking for a particular website? Why Search Intent matters? Relevance is the key to successful Google Ads campaigns. If you understand the users’ Search Intent, you can influence them by delivering the most relevant result, and that's also Google’s aim. Relevance also affects your Quality Score. The Quality Score is an algorithm that scores each of your ads for relevancy. Refer to What is the Quality Score? The types of Search Intent There…
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How to find consumers’ Search Intent

How to find consumers’ Search Intent

The Google Keyword Planner TOOLS & SETTINGS > Keyword Planner. Input your keywords into the Google Keyword Planner to find Ideas, Average. monthly searches, Ad impression share, Top of page bid (low range and high range), Competition (indexed value), Organic average position and Organic impression share. PAA (People also ask) PAA (People Also Ask) are sets of questions in relation to the original search query and tend to appear for informational searches. Look for the most common questions associated with your keywords. PAA boxes are dynamic. If you click on the caret, more details are appearing and further questions and…
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Type of Search Intent | Informational

Type of Search Intent | Informational

The searchers are looking for information. For example: 'who won Wimbledon last year'? Or a more in‐depth search such as 'how does online trading work'? However, not all informational searches are written as simple questions. Other examples of Informational searches: 'Who is Lionel Messi?', 'Gatwick airport directions', 'Emanuel Macron', 'Football final results', 'HTML 5' and 'CSS for image borders'. Informational keywords Some examples of Informational keywords: what, how, who, where, why, guide, tutorial, information, info, ideas, suggestions, solutions, tips, forecast, projection, learn and examples. SERP features showing for Informational searches Featured Snippets, Knowledge Card or Graph, Videos, Related Questions -…
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Type of Search Intent | Navigational

Type of Search Intent | Navigational

The searchers are looking for a specific website or a specific topic. They already know exactly where they want to go. But why are they searching on Google? It may be just quicker and easier for them to go to Google and type the URL into the address bar, or they may not know the exact URL or how to spell it. Examples of Navigational searches 'Instagram', 'Content marketing institute', 'A Google guide to Google Ads', 'Bing Ads login', 'Facebook advertising'. Navigational keywords Brands, names, product names and service names. SERP features showing for Navigational searches Sitelinks, Knowledge Card or…
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What is Smart Bidding?

What is Smart Bidding?

Smart Bidding Smart Bidding is a sub-set of automated bid strategies using machine learning and contextual signals to optimise bids, conversions and conversion value in every auction. Smart Bidding strategies can save you a lot of time, however, they rely on algorithms and data to recommend accordingly, and therefore results may differ from your initial goals. These Smart Bidding strategies are now available: - Maximise conversions with a Target CPA - Cost per acquisition (Optional) - Maximize Conversion Value with a Target return on ad spend (Optional) - Enhanced CPC (Cost per click) with the extension Optimise for conversion or…
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Type of Search Intent | Transactional

Type of Search Intent | Transactional

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'. Transactional Keywords 'Buy', 'Coupon', 'Order', 'Purchase', 'Cheap', 'Price, 'Pricing'. SERP features showing for Transactional searches Google Ads, Shopping Ads. Google 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…
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Type of Search Intent | Commercial Research

Type of Search Intent | Commercial Research

The searchers know the product or service they want, but they are undecided about what solution is right for them. They are looking for reassurance, most probably for reviews and comparisons. They are researching and still considering their options. Examples of Commercial Research searches 'Best 15 inches laptop', 'Salesforce or Hubspot', 'Dell reviews', 'Top restaurant West End'. In general, local searches have commercial research intent. For example, 'Electrician near me', or 'Cheapest hotel in London'. Commercial Research Keywords 'Best', 'Top', 'Review', 'Attributes', for example, a certain colour or size', 'Compare', 'Comparison'. SERP features showing for Commercial Research Google Ads, Featured…
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Campaigns that do not meet the requirements

Campaigns that do not meet the requirements

Campaign with no conversions For campaigns with no conversions at all, it is better to test Maximise conversions with a Target CPA -  Cost per acquisition. In these campaigns, in order to drive more conversions, add new and more keywords and text different match types to extend your reach and demand. Campaign with only a few conversions If you have several campaigns with less than 30 conversions per month, consider merging these into one campaign, and apply the Maximise conversions with a Target CPA -  Cost per acquisition strategy to that campaign (no need to choose a portfolio bidding strategy). Alternatively,…
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Search Intent | Content angle

Search Intent | Content angle

The content angle is the selling point. A search for 'how to make money with trading' shows these results: Google ADS. These are the top 3 organic results: - 3 Easy Way to Make Lots of Money in Online Stock Trading. - How to Make Money Trading Online? - Is it Possible to Make a Living Trading Stocks? Note: results may vary. The main reasons for users getting varying results in Google are location, personalisation and algorithm variations. Google's aim is to deliver the most accurate and relevant results for each individual search engine user, so the variations are entirely…
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Search Intent | Content format

Search Intent | Content format

Common formats Content format mostly applies to information and commercial research queries. Common formats are: Step-by-step tutorials, how-to guides, opinion pieces, reviews, and comparisons. A search for 'how to do trading online' shows these results: Google ADS. Featured Snippets. PAA (People also ask). A step-by-step tutorial and an “how to” guide. Videos. Note: results may vary. The main reasons for users getting varying results in Google are location, personalisation and algorithm variations. Google's aim is to deliver the most accurate and relevant results for each individual search engine user, so the variations are entirely intentional. Best practices To show the…
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