Want to know an easy way to waste money with Google Ads? 💷
Don’t put Keyword Intent at the heart of your campaign strategy, and watch your ad spend go down the toilet! 🚽
We see this too often, and it drives me mad!
Keyword Intent is the reason behind a user’s search, i.e. their intention!
You need the intention to match closely with what you’re selling.
Here’s a very basic example to illustrate…
CLIENT A offers a high-end CCTV installation service.
Here are three keywords – only one of which has the correct intent:
❌ “CCTV” – The intent behind this keyword will be hugely mixed. It is not specific enough and will waste a LOT of money for the client.
❌ “CCTV cameras” – The majority of users will be looking for cheap CCTV cameras off the shelf. The client doesn’t do ‘off the shelf’, so this would waste money.
✔ “CCTV installation company” – Intent is closely matched to the client. Also, when users add ‘company’ to a search, it’s usually because they are looking for a supplier and not just researching.
In summary, put Keyword Intent at the heart of your campaign strategy, it might just be the most critical concept in Google Ads.