Case Study Overview on Keyword Intent and How it Relates to AdWords

This case study compares the intent behind the keywords within our client’s old campaigns before we stepped in and the first month of our AdWords campaign for the client. The intent of a keyword relates to what phase of the buying cycle the searcher is in. The further along the buying cycle they are, the more likely they will turn into a conversion.

When running a Google AdWords campaign focused on conversions, the intent of the searcher is highly important to determine the return on investment from the campaign. The higher the intent, the greater the chance that the searches click to your website or landing page will convert to an inquiry, and then a sale.

High Intent Keywords

One of the most crucial aspects of paid search is keyword intent. Without a clear understanding of the intent behind searchers, even the best-funded campaigns are destined to fail. However, keyword intent used for purpose-driven marketing will not only increase traffic but also prospects that can generate more sales and lead to your website.

High intent keywords offer many benefits and by including high intent keywords in a search query, the searchers will clearly indicate their intent to make a purchase. Google AdWords also offers a wide selection of advertising formats that are well suited to high intent keywords that are extremely attractive to searchers.

Many promoters erroneously believe that exposure is more important than attracting niche market traffic. The belief of being visible to as many people as possible, as opposed to narrowing ad campaigns to targeted visitors is enticing, particularly to new advertisers. However, this is a misconception.

Failing to consider the intent of searches means the daily budget specified by the advertiser will be more than likely exhausted faster than it would be by only targeting searchers who show high keyword intent with their searches.

Another disadvantage of the quantity versus quality formulation is that if searchers performing navigational or informational searches click on ads without the intent of buying, the advertiser is still charged for those clicks, which ultimately results in unnecessary money wasted on traffic that will never convert. It is crucial for advertisers creating a list of product high intent keywords to define the difference between lead and product searches.

For instance, a searcher is not expected to “buy” an advocate but instead will hire one. This means that the searcher is considered to be a strong lead, and the potential prospect will more than likely call the company to discuss their situation further. For these reasons, “best” or “free consultation” would be a more suitable high intent keyword for service-based businesses.

One of the very best ways to identify high intent keywords is by using Google AdWords.

High intent keywords and phrases will ensure that your PPC ad is found by the right people searching for products and services just like yours. Keywords and phrases need to be very specific and relevant to your business and should directly tie in with your website and ad campaign, which will drive people that intend buying from you to your website.

Summary of Client Campaigns

A summary of campaigns conducted by our clients in a study of similarity comparisons will show that while our clients may have a fair knowledge of AdWords in some cases, our team of AdWords certified individuals, knowledge of AdWords and the intent behind the keyword is much higher. This helps to reinforce why our client’s average “click to inquiry rate” is 14% and why our average return on investment is 3094% (For every $100 spent we generate $3094 in income for our clients)

With a clear focus on intent, our client’s advertising budgets go further as less money is wasted on clicks that don’t convert.  While medium to low intent keywords can convert, the conversion rates drop off. A good AdWords strategy is to create a campaign that has a combination of high and low intent keywords and monitor the performance to see what is actually converting. While it may be obvious as to what keywords are high intent and what are low, there are always exceptions to the rule. So a mix is always a good way to put together your strategy.

Our client’s campaigners, as with most campaigns, didn’t have this knowledge, and as a result, their campaign was very wasteful of their advertising dollars.


Doing proper research of your keywords can make all the difference to the outcome of your campaign’s performance that directly relates to the profitability of your business. AdWords is a superb platform for generating inquiries and if set up correctly and run properly, can be one of the most valuable advertising tools you have.

SLAM Strategy is a Google AdWords Certified Partner. All our AdWords specialists are Google AdWords Certified Individuals. In addition to Google AdWords, SLAM Strategy have specialists in Search Engine Optimization, Social Media, and Web design and Development.

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