Advertising To An Intent Based Audience
There are many different ways to advertise your business online but nothing can beat the intent behind a Google search.
Intent audiences consist of users whose actions and searches signal a specific type of intent.
Intent can be categorised into three main types.
Navigational intent is where the user is looking for a specific website or webpage.
Informational intent, which is where the user is seeking information or questions to specific answers, or transactional intent, which is where the user is ready to make a purchase or take a specific action.
Targeting the specific intent allows you to deliver highly relevant ads to the target market which are more likely to generate engagement or a conversion.
Advertising on Google with Google ads or on the display network is a fantastic way to target high intent from Google users.
It is however important that you target the most effective keywords which are most likely to generate the click to your landing page or website.
Long Tail keywords (which are far more specific) and indicate more intent, often generate a higher conversion rate than short-tail keywords.
Let’s look at a quick example.
If somebody googles “running shoes”, we don’t really know what they are looking for.
Are they looking just to browse at what the running shoes look like, are they just looking for an image of the running shoes or are they looking for a specific brand?
If they google a longtail keyword for example “best Nike running shoes for beginners next day delivery”, whilst there would be less search behind it, the level of intent is enormous.
Keywords like this example are far more likely to generate a conversion.
Compelling ad copy is also as important as keyword research itself.
The ad copy should be tailored to the user’s intent, for example, an ad targeting running shoes with free delivery as ad copy for those keywords, again is much more likely to generate a high click-through rate and a high conversion rate.
Remarketing is a great way to connect with users that have previously visited your website, “in-market audiences” are a great way to target users actively researching products and services similar to you and “custom intent audiences” allow you to create an audience on specific keywords or website addresses related to your business.
The next thing we should look at is optimising a landing page.
This blog will help you to learn more about high-performing landing pages:
There should be a seamless experience from the ad click to the landing page, you should take time to ensure that your landing page aligns with the intent expressed in the ad copy too for the best results.
For example, an ad click for running shoes with next-day delivery should land on a page on your website where you have products in stock and available for next-day delivery.
There should be clear calls to action on the landing page, for example, “Buy today and save 10%”, or “Buy now and get free delivery”, if you have a money-back guarantee this should also be included on the landing page along with any social proof from review websites or social media profiles too.
Depending on the product or service that you sell, you should consider including case studies and examples on the landing page to maximise the chances of a sale/conversion.
Intent advertising on Google is the most powerful way to reach the target audience with the right message at the right time.
If you are currently running a Google Ads campaign but not generating the kind of results that you were looking for (return on investment), our team of ads professionals here at Altitude Internet would be happy to conduct a free ads account review.
The link below will take you to our recent blog about conversion rate optimisation and how this can benefit your ROI.
We will take a deep dive into your existing Google Ads account, look at how well a campaign is set up, look at the landing page experience and provide some honest and open feedback as to what the issues are and how we feel we could help increase the ROI.
The team here operates with complete transparency and honesty, and it is not unusual for us to turn business away where we do not think we can add real value for the client.
We have deep experience running Google Ads campaigns in almost every industry that you can imagine, so no matter what product or service you provide, we can help.
This article explains more about mastering Google ads for your business:
Mastering Google Ads Optimisation: Why It’s Crucial For Your Business
Here are some links to other interesting blogs related to the subject. If you would like to arrange a free Google Ads review click the link below to schedule a call back with our team.
