What is keyword intent? Why does it matter in PPC?

What is keyword intent?

The definition

Keyword intent refers to the underlying purpose or motivation behind a user’s search query. It helps marketers understand what the user wants to achieve by entering specific words or phrases into a search engine.

For example:

• A user searching for “best running shoes for beginners” is likely in the research phase of their buying journey.
• On the other hand, someone searching for “buy Nike Pegasus 40 online” is ready to purchase, showcasing a transactional intent.

Types of keyword intent

Keyword intent can typically be classified into three main categories:

• Informational
• Navigational
• Transactional/ Commercial

1. Informational intent

• Objective: Users seek knowledge or information.
• Examples: “How to run a PPC campaign,” “keyword intent definition.”
• PPC application: Informational intent is best suited for ads promoting blog posts, guides, or whitepapers.

2. Navigational intent

• Objective: Users aim to find a specific website, brand, or service.
• Examples: “Google Ads login,” “Nike website.”
• PPC Application: Navigational keywords are often brand-focused, making them ideal for branded PPC campaigns.

3. Transactional/Commercial intent

• Objective: Users are ready to take action, often involving a purchase.
• Examples: “Buy running shoes,” “PPC agency near me.”
• PPC Application: Transactional intent keywords should be the focus of sales-driven campaigns.

Why keyword intent matters in PPC

Understanding keyword intent is crucial for crafting highly effective PPC campaigns. Here’s why:

1. Improved ad relevance

Google rewards ads that are relevant to user searches with higher quality scores. Aligning your ad copy and landing pages with keyword intent improves relevance and boosts your campaign performance.

2. Better click-through rates (CTR)

When your ad addresses and matches a user’s exact intent, they’re more likely to click. For instance:
An ad offering “50% off Nike trainers” directly appeals to someone searching for “buy Nike trainers.”

3. Reduced wasted ad spend

Targeting the wrong intent can lead to clicks that don’t convert. If a user searching for “what is PPC” clicks on an ad selling PPC software, they’re unlikely to make a purchase, wasting your ad budget.

4. Enhanced user experience

By delivering what users are looking for, you create a seamless and satisfying journey, increasing the likelihood of conversions and repeat visits.

Client case study:

A London-based Winter Pop-Up had a heavy reliance on branded keywords that weren’t converting at they rate they were hoping. We restructured their account and found that many of these brand terms were informational keywords, rather than commercial. After targeting more commercial keywords, return on ad spend increased by 356%.

How to identify keyword intent

1. Analyse search terms

Examine the language used in search queries:

• Words like “how,” “guide,” or “best” suggest informational intent.
• Words like “buy,” “discount,” or “price” indicate transactional intent.

2. Use keyword tools

Tools like Google Ads Keyword Planner, SEMrush, or Ahrefs can provide insights into search intent. Look at metrics such as CPC (cost per click) and search volume to gauge intent.

3. Conduct competitor research

Analyse competitor ads for high-performing keywords. Their messaging and landing pages can offer clues about how they’re targeting specific intents.

Example: mapping intent

Strategies to align keyword intent with PPC campaigns

1. Tailor your ad copy

Craft ad copy that directly reflects the intent of the keyword. For example:

• Informational: “Learn the Basics of Painting and Decorating: Free Guide”
• Transactional: “Buy Paint Brushes Today – 10% off selected lines”

2. Optimise landing pages

Ensure your landing pages align with the user’s intent:

• Informational keywords: Use pages that educate, like blogs or videos.
• Transactional keywords: Use product or service pages with clear CTAs.

3. Use negative keywords

Filter out irrelevant traffic by adding negative keywords. For example:

• If you’re running a transactional campaign, exclude informational phrases like “what is.”

4. Segment campaigns by intent

Group keywords with similar intent into separate ad groups or campaigns. This approach allows for more precise targeting and budget allocation. Also offering the opportunity to target people at each stage of their journey.

Common mistakes and how to avoid them

Even the best-intentioned PPC campaigns can falter when keyword intent is misunderstood. Here’s a closer look at common mistakes, supported by examples, and how you can avoid them.

Mistake 1: Targeting transactional intent with informational ads

Explanation:
This happens when an ad meant to educate is shown to users ready to buy. For example, if someone searches for “buy Nike running shoes online” and your ad offers a “guide to choosing the right running shoes,” it’s a mismatch.

Example:

• Search query: “Buy Nike running shoes online.”
• Ad copy shown: “Top 10 Tips for Choosing Running Shoes.”
• Problem: The user wanted to make a purchase but was directed to informational content. This creates frustration and lowers the chances of conversion.

Solution:

• Ensure transactional queries like “buy” or “discount” trigger ads that directly promote a product or service.
• Example Ad Copy: “Buy Nike Running Shoes – Free Next-Day Delivery!”

Mistake 2: Ignoring navigational intent

Explanation:
Navigational keywords indicate that users are looking for a specific brand, product, or service. Ignoring these can lead to missed opportunities, especially if competitors are bidding on your brand’s keywords.

Example:

• Search query: “Adidas UK official store.”
• Competitor’s ad copy: “Adidas Shoes at 20% Off – Shop Now!”
• Problem: If Adidas doesn’t run a branded campaign for their store name, a competitor’s ad might capture that traffic instead.

Solution:

• Run branded campaigns targeting navigational keywords, especially for brand names or products.
• Example Ad Copy: “Official Adidas UK Store – Explore New Arrivals.”

Mistake 3: Using broad match without refining for intent

Explanation:
Broad match keywords often bring in irrelevant traffic because they cast a wide net. Without refining these keywords, you risk showing ads for queries unrelated to your product or service.

Example:

• Keyword targeted: “running shoes.”
• Search query triggered: “how to repair running shoes.”
• Problem: The query is informational, but the ad targets transactional buyers. If your ad says “Buy Running Shoes Today,” it won’t resonate with users seeking repair tips.

Solution:

• Use negative keywords to filter out irrelevant searches (e.g., “repair” or “fix” for transactional campaigns).
• Switch to phrase or exact match keywords to better control which queries trigger your ads.

Tools and techniques for analysing keyword intent

1. Google ads reports

Analyse search term reports to identify high-performing keywords and their associated intent. Look at your CTR and conversion rate to measure the success of your campaigns.

2. Intent-based AI tools

Tools like SurferSEO or MarketMuse offer AI-driven insights into intent mapping.

3. Heat maps for landing pages

Visual tools like Hotjar can help assess user behaviour on landing pages, revealing whether the content aligns with intent.

Conclusion

Keyword intent is the foundation of successful PPC campaigns. By understanding what users truly want, you can deliver ads and landing pages that resonate with their needs, improving both performance and ROI.

FAQs

• What is the difference between keyword intent and keyword relevance?
  Keyword intent focuses on the user’s purpose, while relevance ensures the keyword matches the content closely.

• Can keyword intent change over time?
  Yes, as trends and user behaviour evolve, so can the intent behind certain keywords.

• What tools can I use to analyse keyword intent?
  Google Ads Keyword Planner, SEMrush, Ahrefs, and intent-based AI tools like MarketMuse.