{"id":15817,"date":"2019-02-25T23:37:52","date_gmt":"2019-02-25T23:37:52","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=15817"},"modified":"2024-05-23T07:42:15","modified_gmt":"2024-05-23T11:42:15","slug":"search-intent-key-successful-ppc-campaigns","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/search-intent-key-successful-ppc-campaigns\/","title":{"rendered":"Search Intent: The Key To Successful PPC Campaigns"},"content":{"rendered":"

As digital marketers, we recognize how essential it is to know where our target market hangs out online. \u00a0You can’t effectively sell your product or service if you\u2019re putting it in front of the wrong people – that’s marketing common sense! \u00a0<\/span><\/p>\n

But knowing where your target market spends their time is only half the story. \u00a0As a search marketer, you probably read numerous articles that say the same thing about the importance of keyword research and how to do it. \u00a0Only a few of those articles will mention the most vital and often overseen part of keyword research – search intent.<\/span><\/p>\n

Search intent is the other half of the story that many search marketers don\u2019t pay enough attention to while doing keyword research. \u00a0Simply put, search intent is the \u201cwhy\u201d behind the search. The search process always starts with a question and search engines are used to find those answers.<\/span><\/p>\n

\"Google<\/p>\n

Why is Search Intent the Key to Successful PPC Campaigns? <\/span>\u00a0<\/b><\/h2>\n

The answer is simple and can be narrowed down to one word: alignment.<\/span><\/p>\n

Every time someone acts online, or anywhere for the matter, there is an expectation of a result. A good search marketer can look beyond a search query, see it as an individual thought process, and strategize a way to align their campaign with the expectations of the searcher. \u00a0<\/span><\/p>\n

When your campaigns are aligned with the search intent, you\u2019ll find that everything clicks. You\u2019ll start seeing the performance you\u2019ve only dreamt of finally taking place.\u00a0<\/span><\/p>\n

There is more that goes into campaign alignment than just understanding search intent, but that’s where the magic begins. If you don\u2019t have the foundations correct, the whole thing will collapse. <\/span><\/p>\n

Plus, if you spend time understanding the \u201cwhy\u201d behind a search and figure out a way to have your campaigns match it, the searcher\u2019s experience will be positive. <\/span>Advertising is not advertising when you\u2019re merely providing information and answering questions. \u00a0The tricky part, once you have a solid grasp on the search intent for a keyword, is then aligning your campaigns to meet those expectations. \u00a0<\/span><\/p>\n

Also, alignment doesn\u2019t stop at the search intent for a keyword. \u00a0As the great Kendrick Lamar would say, \u201cIts levels to it, you and I know.\u201d Similar to whatever he was talking about, there are levels to reaching campaign alignment. Search intent is the first one. The typical campaign alignment process looks something like this:<\/span><\/p>\n

Search Query > Keyword > Ad Copy > Landing Page<\/a><\/span><\/p>\n

In this article, we\u2019ll just be touching upon the first part of the process where you\u2019re beginning to form the foundation of your campaigns. \u00a0<\/span><\/p>\n

Are you ready to bring your <\/span>PPC<\/span><\/a> campaigns to the next level? Let’s get started!<\/span><\/p>\n

Determining Search Intent<\/b><\/h2>\n

Search intent can be divided into three basic categories: informational, navigational, and transactional. \u00a0In the following sections, I will go over the basics of each group and give you a few indicators you can use to determine what the search intent is. <\/span><\/p>\n

Listed below are the four main things we will look at as indicators for determining keyword intent (in no particular order):<\/span><\/p>\n