Understanding your target audience’s search intent is crucial.
Search intent refers to the reason behind a user’s search query and helps you understand their mindset and what they are looking for.
By delving into the reasons behind their search queries, you can craft Google Ads campaigns that speak directly to their needs, drive conversions, and ultimately boost your bottom line.
Here’s how you can leverage the search intent of a user to create Google ad campaigns for your D2C brand.
- Informational Intent
Users who have an informational intent are looking for information about a particular product or service. They are not ready to buy yet, but they are looking for information to help them make an informed decision later. Examples of search queries with informational intent are “best running shoes for flat feet,” “how to fix a broken phone screen,” and “best skincare routine for dry skin.”
To cater to users with informational intent, eCommerce brands can create ads that provide helpful information, such as product specifications, how-to guides, or reviews. This helps establish your brand as an authority in the industry and builds trust with users. They are more likely to remember and return to your website in the future when they are ready to make a purchase.
Example: If a user searches for “best running shoes for flat feet,” an eCommerce brand could create an ad with the headline “Find the perfect running shoes for flat feet” and include a link to a blog post on their website with tips for selecting the right shoes. The ad could also include a call-to-action that encourages users to sign up for a newsletter or follow the brand on social media to get more tips and advice.
- Navigational Intent
Users with navigational intent are looking for a specific website, product, or service. They know what they want and are looking for the best place to purchase it. Examples of search queries with navigational intent are “Nike Air Max 90,” “Amazon,” and “Netflix.”
To cater to users with navigational intent, eCommerce brands can create ads that highlight their brand’s offerings and the benefits of purchasing from their website, such as free shipping, fast delivery, or a discount on their first purchase. These ads help reinforce brand awareness and make it easy for users to find what they are looking for.
Example: If a user searches for “Nike Air Max 90,” an eCommerce brand could create an ad with the headline “Shop the latest Nike Air Max 90 collection” and include a link to the product page on their website. The ad could also highlight free shipping or a limited-time discount on the product.
- Transactional Intent
Users with transactional intent are ready to make a purchase and are actively searching for a specific product or service. Examples of search queries with transactional intent are “buy organic cotton t-shirts online,” “best laptop deals,” and “cheap flights to New York.”
To cater to users with transactional intent, eCommerce brands can create ads that focus on the benefits of their product or service, such as price, quality, or availability. These ads should also include a clear call-to-action that encourages users to make a purchase, such as “Buy now,” “Shop now,” or “Order today.”
Example: If a user searches for “buy organic cotton t-shirts online,” an eCommerce brand could create an ad with the headline “Shop the best organic cotton t-shirts online” and include a link to the product page on their website, along with a call-to-action button that says “Buy now.” The ad could also highlight the benefits of the product, such as its quality, eco-friendliness, and fair trade production.
