Search Intent
Search intent describes the goal behind a search query: does the user want to learn, buy, compare, or find a specific website? It determines which keywords are worth advertising on.
What is Search Intent?
Search intent is the goal a user pursues with their search query. Two keywords can look similar but express completely different intentions: someone searching "running shoes review" is still researching — someone typing "buy running shoes size 10" is ready to purchase.
The Four Types of Search Intent
- Informational: The user seeks knowledge ("how does Google Ads work?") — usually too early for sales ads
- Commercial: The user compares before a purchase decision ("best Google Ads agency") — valuable for ads with convincing arguments
- Transactional: The user wants to act ("hire Google Ads agency") — the most valuable keywords for SEA
- Navigational: The user looks for a specific website or brand — relevant mainly for brand campaigns
Why Is Search Intent Crucial for Google Ads?
Your budget is limited — and transactional clicks convert many times better than informational ones. If you bid indiscriminately on all keywords, you pay for many clicks from users who don't want to buy yet. The landing page must also match the intent: a comparison search needs different content than a purchase search.
Pro Tip: Type your keywords into Google yourself and look at the results page. If Google mostly shows guide articles, the intent is informational — such terms belong in your content strategy rather than your search campaign.
Frequently Asked Questions
The fastest way: type the keyword into Google and analyze the results. If shops and ads dominate, the intent is transactional. If guides and Wikipedia dominate, it's informational. Signal words like "buy", "price", or "hire" also indicate purchase intent.
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Related Terms
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