Understanding what people are looking for when they use a search engine can help businesses make their online ads more effective. This concept is known as search intent. It can be a big help when creating a pay-per-click (PPC) campaign.
Businesses can use search intent to ensure their ads appear for the right people at the right time. This increases the chances of these people visiting their website and becoming customers.
This blog will explore ways to use search intent to optimize your PPC campaign and drive more traffic to your website. So let’s get started!
Keyword Match Types
Utilizing different keyword match types is a crucial strategy when optimizing your PPC campaign. Keyword match types determine how closely a person’s search must match your keyword for your ad’s appearance.
Mixing up your keyword match types allows you to balance broad coverage and targeted advertising perfectly.
Here are some tips on how to use different keyword match types effectively:
- Broad Match: This default setting will reach the widest audience. Be careful, though; it might also show your ad to irrelevant searches.
- Phrase Match: Your ad will only show if someone searches for your exact keyword in the order you enter it, but other words can be before or after it. It’s more targeted than a broad match.
- Exact Match: This is the most targeted option. Your ad will only show if someone searches for your exact keyword exactly as you’ve typed it in.
- Negative Match: This allows you to exclude certain words. If someone’s search includes any of your negative match keywords, your ad won’t show. This is useful for avoiding irrelevant traffic.
Combining these keyword match types allows you to target the right audience and improve your ad’s relevance. This will lead to a higher click-through rate (CTR) and, ultimately, more potential customers visiting your website.
Tailored Ad Copy
Crafting customized ad copy for your PPC campaign is critical in connecting with potential customers. Tailored ad copy means creating ads that reflect where someone is in their buying journey.
The buying journey has different stages, like researching, considering, and deciding. The ad someone sees should match the stage they are in.
For example, someone in the research stage might see an ad that gives information about your product or service. This could be facts, stats, or reasons your product is a good choice.
Someone in the deciding stage, on the other hand, might see an ad with a strong call to action, like “Buy Now” or “Sign Up Today.” You’ll make your PPC campaign more effective by tailoring your ad copy to the user’s stage in the buying journey.
Landing Page Relevance
The landing page is the webpage people see after clicking on your ad. It’s super important for your PPC campaign. If the landing page is relevant, people are more likely to stick around, consider your offer, and maybe even become customers.
This is why we call it landing page relevance.
Here are some simple ways to make your landing pages more relevant:
- Clear Message: Ensure your landing page matches the ad people clicked on. If your ad talks about blue shoes, your landing page should be about blue shoes, too.
- Easy Navigation: Make it easy for people to navigate your page. They’ll leave if they can’t find what they’re looking for.
- Call to Action: Have a clear call to action on your landing page. This tells people what you want them to do next, like ‘Buy Now’ or ‘Sign Up.’
- Fast Load Times: If your landing page takes a long time to load, people might leave before they see anything. Make sure your page loads quickly.
By making your landing pages more relevant, you can improve your PPC campaign and get more value from your advertising budget.
Use Ad Extensions
Ad extensions play a vital role in a PPC campaign as they provide extra information about your business, such as your location or phone number, directly in your ad.
This extra information can make your ad more relevant to the searcher, which can significantly improve your ad’s performance. For example, if a searcher is looking for local businesses, having a location extension can make your ad more appealing to them.
Let’s take a closer look at two types of ad extensions: location extensions and call extensions.
Location extensions show your business’s address, a map of your location, or the distance to your business. They are great for attracting local customers.
On the other hand, call extensions add a phone number or call button to your ad. They are very useful for businesses that value phone calls, making it easy for customers to call directly from the ad. These extensions can help cater to the searcher’s intent, making your PPC campaign more effective.
Adjusting Campaigns For Seasonal Search Intent
Seasonal search intent refers to the times when people are more likely to search for specific items or services due to a particular season, event, or holiday. For instance, during December, there’s a high chance that people are searching for Christmas gifts or holiday decorations. This is a golden opportunity for businesses to optimize their PPC campaigns and cater to these seasonal search intents.
Aligning your PPC campaign with seasonal search intents means adjusting your keywords, ad copy, and landing pages to match what people are searching for during these special occasions.
For example, if you are a business that sells Halloween costumes, you might want to increase your PPC spending in October. You could use keywords like “Halloween costumes for kids” or “scary Halloween costumes” and create an ad highlighting your unique costumes and special holiday discounts.
Don’t forget to optimize your landing page with images of your best-selling costumes and a clear call to action. Doing this increases the chance of attracting potential customers who are ready to make purchases for these special occasions.
Remarketing Lists for Search Ads (RLSA)
Remarketing lists for search ads (RLSA) are helpful in PPC campaigns. Simply put, it helps you connect with people who have previously visited your website when they are searching on Google. This means you can show your ads to people already interested in your business!
Here’s how you can use remarketing lists for your PPC campaign:
- Target Past Visitors: With RLSA, you can make your ads appear for people who have already visited your site. They will likely be interested in what you’re selling, so it’s a great chance to remind them about your business!
- Bid on Keywords: You can bid on keywords that you usually wouldn’t bid on for new visitors. People who have visited your website before are more likely to become customers.
- Customize Your Ads: RLSA allows you to tailor your ads to speak directly to people who have previously shown interest in your product or service. This could be by offering them a special deal or reminding them about something they looked at on your site.
- Save Money: You might only bid on ads when you know it’s a previous visitor searching. This can help save your budget for those who are more likely to make a purchase.
With RLSA, you can make your PPC campaign even more effective and target the people most likely to become your customers.
Use Dynamic Search Ads
Dynamic Search Ads (DSAs) are a powerful tool that can help you optimize your PPC campaign. These ads use your website’s content to create advertisements that match what users are searching for.
Think of it like this: When someone searches for something online, DSAs can read your website and automatically generate an ad that aligns with that search. This can make your ad more attractive to the person searching because it directly relates to what they’re looking for.
A unique feature of DSAs is their ability to help fill in gaps in your keyword-based campaigns. In traditional PPC campaigns, you choose the keywords for your ads. But with DSAs, the system identifies the best keywords based on your website content and the user’s search.
This saves you time and ensures you don’t miss out on potential customers who might be using different terms or phrases to search for products or services like yours.
Intent-Based Audience Segmentation
Dividing your audience based on their search intent can help you target your ads more precisely and create customized ad experiences, a method known as Intent-Based Audience Segmentation. The idea is to group people depending on what they’re looking for when they search online.
By understanding and applying search intent in this way, you can ensure your PPC ads meet your audience’s needs. This can result in higher click-through rates, more conversions, and a better return on your advertising investment.
Need Help Optimizing Your PPC Campaign?
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