When it comes to paid search advertising (PPC/SEM on Google Ads, Bing Ads and other paid search platforms) one of the most overlooked concepts in my experience is buyer intent.
This is particularly an issue for “self-managed” Google Ads/PPC campaigns, e.g. where a business owner has set up their own advertising.
What often happens is a budding advertiser is encouraged to load in a whole bunch of keywords that bear some relation to what you are selling, but aren’t sufficiently commercial.
For example, if you sell golf clubs you might be tempted to advertise for broad, informational terms like “golf” or “golf tips”.
Platforms like Google Ads do their best to nudge you in this direction as well (claiming to be looking out for your best interests by helping you avoid having insufficient keywords to get traffic) … that’s a topic for another time though.
The problem with this common approach is that it overlooks buyer intent.
Having a whole bunch of people who are somewhat interested in golf (and by extension should theoretically be interested in golf clubs) isn’t as good as having a smaller number of prospects click your ads who are actually looking to buy golf clubs right now.
In this video, I explain more about why buyer intent is so critical for effective pay per click/search advertising – especially if you are self-managing your ads.