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Getting the most out of user intent

Many search marketers fail to understand the value
of user intent. Keywords that show high intent or that have proven to drive consistent assists should
be given high priority.

To prioritize these terms, they should be isolated in their own ad groups or at times their own
campaigns. This allows you to allocate specific budgets to these terms, place them in ad groups
with hyper relevant ad copy and design tailored landing pages to maximize results.

Think of the context of intent as helping you identify your Most Valuable Players and set them up for
success. In many cases, these players will carry the entire campaign.


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Responsive design vs. dedicated mobile landing pages

To provide a cleaner user experience (without the pinch-to-zoom, scrolling-all-over, eye-squinting
madness), many marketers have turned to a technique called responsive design.

Responsive design essentially allows you to have one page that accommodates all device types and
screen sizes, from mobile to tablet to desktop and beyond.

Depending on the ways you intend to interact with your user, this can save you time and development
resources and help you maintain a cohesive design language and brand identity.

While responsive design is all the rage in web design circles these days, it’s not always the best solution for campaign-specific landing pages.

To illustrate this point, let’s ask a question:

Will users book European travel from their phones?

While we should always test assumptions like these, logic tells us this is not very likely. So if device
context tells us the user is landing on the page from mobile, what should we do?

We may want to build unique mobile landing pages that fe…

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