Understanding the Different Types of Shopper Intent for PPC

When creating a PPC campaign, it's critical to determine the types of shoppers and their intent. Understanding the motivation behind consumers' search engine queries helps create an ad copy that resonates with the user, leading to more relevant clicks, more significant impression shares, and increased conversion rates.

Navigational Intent

Navigational intent is when the user knows the company's name or product name and wants to visit the site directly. These search queries usually consist of brand names or specific products. Keywords in the ad copy should include the brand name or product name and have a clear call-to-action (CTA).

Informational Intent

The informational intent is when the user is seeking more information about a particular product or service. The keywords in the ad copy should be descriptive, informative, and offer content relevant to the user's search query. Focus on the problem the user is trying to solve when creating ad copy to connect with users searching for answers.

Transactional Intent

Transactional intent is when a user is ready to purchase a product or service. The keywords in the ad copy should be direct, specific, and focused on the user's intent to buy. Using ad copy that offers value such as free shipping or discounts can help drive clicks and conversions.