Search Intent

Why It Is Critical

Search intent is the reason behind a search query - what the person is actually trying to accomplish. Google's entire algorithm is built around understanding and matching intent. For advertisers, matching your ad and landing page to the intent behind a keyword is what determines conversion rate. A technically relevant keyword with the wrong intent match will generate clicks and zero conversions. Example: Someone searching 'what is performance marketing' is in research mode. Someone searching 'performance marketing course enroll' is in purchase mode. Sending both to the same landing page is a conversion rate disaster.

Strategic Rules of Thumb & Execution Playbook

• Before building any ad group, classify every keyword by intent.
• Write different ad copy and use different landing pages for different intent stages.
• Use informational intent keywords for content strategy and SEO, not paid search.