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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 are different types of Search Intent:
Informational
Navigational
Transactional
Commercial Research

Best practices

Analyse the Search Intent of a query
– Analyse the Search Intent of a query by the SERP (Search Engine Results Page) features and results that Google shows for that query. Results can show: Text Ads, Shopping Ads, Featured Snippets, Local 3-Pack, Knowledge Cards, Site Links Extensions, Videos, Images, Related Questions, Carousel, Instant Answers, Top Stories, Tweets and Rating and Reviews.
Based on the SERP results, create your campaigns, ad copy, landing pages and CTA (Call to action) to match the users’ Search Intent.

– The highest traffic keywords should address users’ Search Intent. In Google Analytics, look for pages with high bounce rates and the highest traffic keywords. A high bounce rate (70% and above) may indicate these pages do not match the users’ Search Intent.

Search Intent keywords you should focus on
For a blog post or an educational page:

– Keywords with informational intent.

For your product page, to improve your conversions and conversion rate:
– Keywords with transactional intent such as ‘buy’, ‘order’, ‘purchase’, ‘price’, ‘best’, ‘cheapest’ and ‘discount’. Test some commercial research keywords such as ‘top,’, ‘review’, and ‘compare’. In general, all these keywords have the highest conversion rate.

If you have a local business:
– Keywords such as ‘near me’ ‘your city name’, surrounding areas and postcodes.

For voice searches:
– Long-tail keywords.

For traffic and awareness:
– Keywords with high search volume.

For conversions and ROAS (Return on Ad Spend):
– High-quality keywords even if their search volume is very low.

Custom intent audiences
With Custom intent audiences you are segmenting ad groups according to the specific keywords and landing pages that you would like to target.

Create a list of the right keywords to help Google Ads targeting your ideal audiences and customers.

Google Ads will then show ads to people who are likely to be interested in these keywords on pages, apps, and videos.

What is Search Intent?

Optimise keywords for Search Intent

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? 

Search Intent matters as  relevance is the key to successful Google Ads campaigns

Relevance also affects your Quality Score

If you understand the users’ Search Intent, you can influence them by delivering the most relevant results


Type of Search Intent:

Informational
Navigational
Transactional
Commercial Research






Search Intent keywords you should focus on:


For a blog post or an educational page:
– Keywords with informational intent

For your product page, to improve your conversions and conversion rate:
– Keywords with transactional intent

If you have a local business:
– Keywords such as ‘near me’. ‘your city name’, surrounding areas and postcodes

For voice searches:
– Long-tail keywords


For traffic and awareness:
– Keywords with high search volume

For conversions and ROAS (Return on Ad Spend):
– High-quality keywords even if their search volume is very low



Extract from my Book ‘Making Google Ads Work’.

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