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Intent research: Confirming your keyword intent assumptions with Google ads

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

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Intent research: Confirming your keyword intent assumptions with Google ads

  1. 1. @annaappenzeller Anna Corbett @annaappenzeller
  2. 2. @annaappenzeller Intent research: Confirming your keyword intent assumptions with Google Ads
  3. 3. @annaappenzeller Do your intent research: Don’t just follow your gut!
  4. 4. @annaappenzeller Intent research
  5. 5. @annaappenzeller Intent research 1. Semantics and intent
  6. 6. @annaappenzeller Intent research 1. Semantics and intent 2. Google SERP implied intent
  7. 7. @annaappenzeller Confirming your intent hypothesis
  8. 8. https://flic.kr/p/a5tokZ
  9. 9. @annaappenzeller Select the “keywords” you want to test
  10. 10. @annaappenzeller
  11. 11. @annaappenzeller Adgroup: Cat sheet Campaign: Cat goodies Intent 1: Bedding Intent 2: Sheet music for cats
  12. 12. @annaappenzeller How on earth do I write intent specific ads?
  13. 13. @annaappenzeller 3 angles of intent
  14. 14. @annaappenzeller 3 angles of intent 1. Meaning of the query
  15. 15. @annaappenzeller 3 angles of intent 1. Meaning of the query 2. Audience type
  16. 16. @annaappenzeller 3 angles of intent 1. Meaning of the query 2. Audience type 3. Intent type
  17. 17. @annaappenzeller Intent is meaning
  18. 18. @annaappenzeller Adopt a monkey
  19. 19. https://flic.kr/p/dJ923L Can I live at your house, please?
  20. 20. https://flic.kr/p/pCQL1x
  21. 21. @annaappenzeller Cat hat
  22. 22. @annaappenzeller Hats for cats Hats for humans
  23. 23. @annaappenzeller Who is your audience?
  24. 24. @annaappenzeller Potential audience types Commercial Non-technical B2C B2B Consumer Layman Expert Technical
  25. 25. @annaappenzeller Dog shampoo
  26. 26. @annaappenzeller Dog shampoo b2c Dog shampoo b2b
  27. 27. @annaappenzeller What intent stage are the searchers in?
  28. 28. @annaappenzeller Intent types Informational, commercial, transactional, local
  29. 29. @annaappenzeller Use intent modifiers
  30. 30. @annaappenzeller Intent type: Informational Why, what, how, who, can you, list of
  31. 31. @annaappenzeller Intent type: Commercial Best, compare, reviews, shop, online
  32. 32. @annaappenzeller Intent type: Transactional Buy, vouchers, cheap, cost of
  33. 33. @annaappenzeller Intent type: Local Near me, local, actual places
  34. 34. @annaappenzeller Cat haircut
  35. 35. @annaappenzeller Cat haircut, informational Cat haircut, commercial
  36. 36. @annaappenzeller Intent indicative extensions Callout Structured snippet Message Promotion Location Call Price
  37. 37. @annaappenzeller Cat haircut, informational Cat haircut, commercial
  38. 38. @annaappenzeller
  39. 39. @annaappenzeller Create intent specific landing pages
  40. 40. @annaappenzeller Don’t optimise!
  41. 41. Credit: https://www.pinterest.com/pin/448530444111699025/
  42. 42. @annaappenzeller Experiment goal: Stop wasting money on misguided content
  43. 43. @annaappenzeller Hurray!
  44. 44. @annaappenzeller Oh no, try again!
  45. 45. @annaappenzeller Over to you!
  46. 46. @annaappenzeller Anna Corbett @annaappenzeller

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