Understanding search intent is crucial to launching a successful PPC campaign. Essentially, search intent is what a user is looking to accomplish when they enter a query into a search engine.

Let’s take a look at the four types of search intent and how you can use them to your advantage in your PPC campaigns:

1. Informational Intent:

People with informational intent are looking to learn something. They might be researching a topic, trying to find an answer to a question, or looking for information on a product or service.

As a marketer using Google Ads, you can use this type of search intent to your advantage by creating informative content that speaks to the needs of your target audience. If you can provide the information that someone is looking for, you’re more likely to earn their trust – and their business.

2. Navigational Intent:

People with navigational intent already have a specific brand or website in mind. They’re looking to find that specific website or page and are typically just a few clicks away from completing their goal.

If you’re running a PPC campaign with navigational intent in mind, your goal should be to make it as easy as possible for people to find your website or landing page. Use clear and concise ad copy and include the name of your brand or website prominently on your landing page.

3. Transactional Intent:

People with transactional intent are ready to buy. They’re looking to make a purchase and are just trying to find the best option. The main goal of your PPC campaign should be to convert these visitors into customers.

To do this, you’ll need to have a well-optimized landing page designed for conversion. Make sure your offer is clear and easy to find and include a strong call-to-action that compels visitors to take the next step.

4. Commercial Intent:

People with commercial intent are similar to those with transactional intent in looking to buy something. However, they’re not quite ready to pull the trigger just yet. They’re still in the research phase and are comparing their options before making a final decision.

Those with commercial intent are typically further down the sales funnel than those with transactional intent. As such, your PPC campaign should focus on building trust and credibility with your target audience. Share customer testimonials, highlight your unique selling proposition, and make it easy for visitors to get in touch with you if they have any questions.

Don’t allow all of this to overwhelm you

It can quickly become overwhelming if we allow it; PPC is not easy! This is why hiring a professional SEO company can save you both time and money in the long run. Having a professional run your PPC Campaigns will allow you to focus on what you’re good at, running your business.

However, understanding search intent is crucial to your success if you don’t have the money or if you like to get your hands dirty. If you can understand what someone is looking for when they search, you can give them exactly that through your content marketing. Ultimately, this will save you money and result in a higher ROI for your PPC campaigns.