When it comes to analyzing keywords that users use in their searches on Google, whether for optimizing SEO or our Google Ads campaigns, answering one question is vital: What’s in the user’s mind? What’s their goal? Are they searching to buy something, find a specific website, or get information?
As a marketer, you probably thought about this when you read the above questions: “It varies for each user persona.” – You’re right.
By the way, categorizing the purpose of searchers can be beneficial in designing our Google Ads campaigns more effectively. We can discuss more about the impact points of this, but for now, I want to mention four common searcher intents:
- Navigational: When a user knows you and wants to use Google to reach a specific page of your site or the website itself. For example, a user searches ‘login Facebook.’
- Informational: When a user uses Google to gain information. Queries in this category can include keywords like how to, what is, or best way to. For example, a user searches for ‘today’s viral tweets.’
- Commercial: When users want to know more about a specific product or service. Queries that show this intent include best, reviews, top, or comparison.
- Transactional: Businesses love these keywords because they show searchers want to make a decision. They might search for buy, discount, order, or specific product names.
These intents have their unique properties, and we should behave differently in our Google Ads campaigns. But let’s finish this blog here and continue this topic in future posts.