How to choose the right keywords for Google advertising based on user search intent?
If only we could read minds, life would be so much easier. In fact, some of us can - those who choose keywords for Google advertising. Their job is to anticipate what's going on in their target audience's head and provide a solution.
What does the process look like?
1️⃣ A user needs something - information or a place to make a purchase. He opens the search engine and writes his need there.
2️⃣ Google Ads links user search to ads for which the same keywords (or part of them) are selected. The person behind the screen sees a list of paid (ads) and organic results that match their needs.
Choosing the right keywords for Google advertising is the key to the success of any advertising campaign. The right keywords can attract the right audience and improve ROI.
But that's not all.
Not all marketers realize that the key to successful PPC advertising is connecting keywords with consumer intent.
In this article, we'll look at how to choose effective keywords for Google advertising, taking into account user search intent.
What is user search intent?
Before we start selecting keywords, it's important to understand what the user intent for the search is.
This is the reason why the user opens the search engine.
Is he looking for information? Want to make a purchase or compare two products?
👉 For example, if he searches "how to get started with Google advertising", his intent is informational - he wants to learn more about the topic.
👉 If you're looking for "best Google advertising for small business", you probably want to do some research before buying and find the right service or platform.
User intent can be divided into four main categories:
- Informational - the user is looking for information ("what is Google advertising").
- Navigational - the user wants to find a specific site or page ("login to Google Ads").
- Transactional - the user intends to perform a specific action, such as a purchase or sign-up ("Google Ad Cost").
- Commercial research - the user compares products or services before making a purchase ("best PPC platforms").
💡 It may sound complicated, but it is not higher mathematics. The idea here is to tie your keywords, your ad, your call to action, and your landing page to your users' intent to give them what they need.
Different types of consumer intent also speak to different levels in the marketing funnel. If someone searches for information with the keywords "what are barefoot shoes," they're probably not ready to buy yet.
Another person searching for "order barefoot shoes" probably wants to buy exactly those shoes, and if you sell those, you have a good chance of conversion.
How can ignoring user intent hurt your Google ad returns?
🎯 Your keywords are not related to user intent
If you don't pay attention to user search intent, you risk your keywords being too generic. This will make it difficult to address the specific needs of your target audience and get good results from your Google ads.
Often, companies don't pay attention to user intent or the stage of the customer journey a user is in. And these details are important because they provide invaluable context, without which you risk having generic ads that don't work to achieve your goals.
🔁 Lack of consistency between user intent in keywords, ads or landing page
And it is important. These three elements need to be unified around a common theme and purpose that meets the needs and intentions of your users, otherwise you could lose a lot.
Building a successful Google ad doesn't end with finding high-value keywords that match user intent.
It's great if you get a lot of clicks, but it's also essential to take the user to a well-optimised landing page where they'll find exactly what you promised in the ad. Namely, what they entered the search engine for.
📢 Your calls to action don't match user intent
A call to action (CTA) is the final nudge to encourage users to take an action. A successful CTA can do a lot for your sales, but if something goes wrong with it, the results won't be satisfactory.
Here are a few common Google advertising mistakes regarding the call to action:
- Your ad has no call to action.
- The call to action of your ad is different from the one on the landing page.
- The appeal of your ad or landing page is different from the action you want users to take.
All of these mistakes are easy to correct, you just need to pay attention to all the important elements when you choose keywords for your Google ad.
How to use user intent when selecting keywords for Google advertising?
To select the right keywords, it's important to know the purpose of your campaign and analyze the user intent behind each keyword.
If you want to increase sales, for example, you would search for words with transactional intent. If the goal is brand recognition, you can use words with informational intent.
⭐️ Examples of keywords according to user intent:
- Information intent: 'how to do Google Ads', 'guide to Google Ads'.
- Navigational intent: 'login to Google Ads', 'Google Ads login'.
- Transactional intent: 'cost of Google advertising', 'buying Google ads'.
- Commercial research: 'best PPC platforms', 'Google Ads vs Facebook Ads'.
⭐️ Steps to choose keywords for Google advertising according to user intent
1. Analyze existing content and competition
A good way to understand the user intent behind a keyword is to analyze what content is already available for it in search results.
If there are articles and guides on the results page, the keyword probably has informational intent. If you see product or service pages, the intent is transactional.
2. Use Long-Tail Keywords
Long-tail keywords are more detailed and specific phrases that more closely match user intent.
For example, instead of using "Google Ads," you could choose "how to set up a successful Google Ad for a small business." These long phrases attract a more specific audience and often lead to better returns.
3. Use keyword research tools
Tools like the free Google Keyword Planner offer information on search volume, competition for keywords, and cost per click.
Paid tools such as Ahrefs and SEMrush also offer user intent analysis. Through them, you can find relevant keywords and phrases tailored to the intent of your target audience.
4. Testing and Optimization
Once you've chosen your keywords, it's important to track your ad results and do A/B testing to find out which keywords bring the best results. Sometimes even small changes in words or phrases can make a significant difference in engagement and conversions.
How do the right keywords improve Google Ads performance?
You've already seen that keywords, chosen based on user intent, are the foundation of an effective advertising campaign.
But why is that?
- When an ad is an exact match to a user's searches and intent, it receives a higher Quality Score, resulting in lower cost per click, better viewability and higher conversion rates.
- You can target the right keywords related to the intent of users who would actually make a purchase(high-intent users).
- By choosing the right keywords, you can identify those that bring high value and could bring in orders above your average or higher quality leads that are more likely to convert into customers.
- Last but not least, keywords tied to user intent make it easy for you to create a list of negative keywords that your Google ad should not show on. This way, you can save budget on keywords that are unlikely to lead to your desired conversion.
For example, if your " cost of Google advertising" ad is properly targeted, it will be seen by users searching for "how much does a Google ad cost". So there's a much better chance of them clicking through than if the keywords are irrelevant and targeted at people who are just researching what Google advertising is.
Choosing the right keywords for your Google ad, tailored to user intent, is essential for a successful campaign. Knowing the different types of intent and using the right analytics tools is key to reaching the right audience and optimising budget. With carefully selected keywords, you'll be able to maximize the return on your ad campaign and achieve the results you want.
Take a look at our other articles and guides on Google advertising that will help you increase your sales and turnover with valuable knowledge and tips.