Keyword Intent
What This Page Answers
Keyword intent is the reason behind a search query or keyword theme. In paid media, keyword intent determines whether a click is likely to educate, compare, buy, troubleshoot, or waste budget. It connects to Google Search Campaigns and Search Terms.
Intent Classes
Common keyword intent classes:
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Brand
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Product or category
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Problem aware
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Comparison
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Competitor
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Local
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Informational
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Support or troubleshooting
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Low intent curiosity
How To Use It
Map each intent class to:
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Ad message
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Landing page
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Offer
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Bid tolerance
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Negative keyword rules
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Expected conversion rate
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Measurement window
Practical Rule
A keyword is not valuable because it has volume. It is valuable when the intent behind it can become a profitable customer action.