Intent research: Confirming your keyword intent assumptions with Google ads

•

2 j'aime•1,200 vues

Anton Shulke

This presentation by Anna Corbett is an integral part of SEMrush webinar https://www.semrush.com/webinars/

Marketing

@annaappenzeller
Anna Corbett
@annaappenzeller

@annaappenzeller
Intent research:
Confirming your keyword
intent assumptions with
Google Ads

@annaappenzeller
Do your intent research:
Don’t just follow your gut!

@annaappenzeller
Intent research
1. Semantics and intent

@annaappenzeller
Intent research
1. Semantics and intent
2. Google SERP implied intent

@annaappenzeller
Confirming your intent hypothesis

@annaappenzeller
Select the “keywords”
you want to test

@annaappenzeller
Adgroup: Cat sheet
Campaign: Cat goodies
Intent 1: Bedding
Intent 2: Sheet music for cats

@annaappenzeller
How on earth do
I write intent specific ads?

@annaappenzeller
3 angles of intent
1. Meaning of the query

@annaappenzeller
3 angles of intent
1. Meaning of the query
2. Audience type

@annaappenzeller
3 angles of intent
1. Meaning of the query
2. Audience type
3. Intent type

https://flic.kr/p/dJ923L
Can I live at
your house,
please?

@annaappenzeller
Hats for cats Hats for humans

@annaappenzeller
Potential
audience types
Commercial
Non-technical
B2C
B2B
Consumer
Layman
Expert
Technical

@annaappenzeller
Dog shampoo b2c Dog shampoo b2b

@annaappenzeller
What intent stage are
the searchers in?

@annaappenzeller
Intent types
Informational, commercial,
transactional, local

@annaappenzeller
Intent type: Informational
Why, what, how, who, can you,
list of

@annaappenzeller
Intent type: Commercial
Best, compare, reviews, shop,
online

@annaappenzeller
Intent type: Transactional
Buy, vouchers, cheap, cost of

@annaappenzeller
Intent type: Local
Near me, local, actual places

@annaappenzeller
Cat haircut,
informational
Cat haircut,
commercial

@annaappenzeller
Intent
indicative extensions
Callout
Structured
snippet
Message
Promotion
Location
Call
Price

@annaappenzeller
Create intent specific
landing pages

Credit: https://www.pinterest.com/pin/448530444111699025/

@annaappenzeller
Experiment goal:
Stop wasting money on
misguided content

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