Why do some Google Ads keywords convert better than others? It’s most likely due to the level of intent the keyword carries.
Knowing the intent behind the keywords your prospects are typing into Google will help you understand where they are in their customer journey so that you can better tailor your Google Ads campaign to drive results.
It is an important initial step of keyword research and planning when setting up the ad campaign to ensure you maximise your conversion rate.
What is keyword intent?
When users type a keyword or phrase into the search engine, they usually have a reason why they are looking for something. They might be searching for what to do, where to go, what to buy etc.
The reason behind the search or what the user is likely to do when searching for a particular keyword or phrase is keyword intent (also known as search intent).
Types of keyword intent
There are three types of keyword or search intent:
This intent is based on acquiring information, where the user is looking to educate themselves about a topic. These searches usually include questions starting with how, why, who, where, what and users might be looking for news, blogs, tips, tutorials, guides etc. An example of a research intent keyword is, “Kitchen interior design ideas”.
This intent is navigational in nature where the user already knows where they have to go but they just need the search engine to get them there. So they might be looking for a particular website and type the name of the brand or company into the search engine instead of the URL into the browser. An example of a navigational intent keyword is, “Blended Interior Design Brisbane”.
This intent is usually transactional or commercial in nature, so the user is searching with a high intent to act: buy, get a quote, look for a service, book an appointment, subscribe, get directions, find a phone number, download a form etc. When a user is looking to buy they will generally use keywords such as buy, sale, discount, deal or they might be looking for a product/service category or a specific product/service. “Kitchen interior designers in Brisbane”.
During the ad campaign set up when you are doing the keyword research relating to your product/service and the user’s search intent behind them, you can use tools like the Google Keyword Planner. This is an efficient keyword suggestion tool built into Google Ads that can help you find the keywords that are most relevant for your business, product or service.
If you are still unsure of how to choose the right keywords for your Google Search Campaigns and to build the ads around them, we are always happy to go on a journey to educate, develop and execute the Google Ads campaign strategy for you.
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