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If you’re still crafting Google Ads campaigns based solely on keywords, it’s time to rethink your strategy. The way people search has evolved. So, too, should your approach to reaching them.
Artificial intelligence is changing the game. Search is becoming less about the specific words someone types and more about the intent behind their search. This shift requires a fundamental change in how you structure and manage your Google Ads campaigns.
Forget static keyword lists. It’s time to embrace an intent-first strategy.
The Google Ads Auction Has Changed
Traditional keyword-based campaigns are becoming a thing of the past. Google’s AI is now sophisticated enough to understand the user’s underlying intent, even if the exact keywords are not present. The auction isn’t just triggered by keywords anymore.
Google’s AI-driven system focuses on figuring out what the user really wants. This means the auction is now triggered by that inferred intent. If your campaigns are still built around exact and phrase match keywords, you’re planning for an outdated system.
The new foundation is intent: the goals people have when they type something into the search bar.
How Google’s AI Determines Search Intent
Google’s AI uses “query fan out.” This splits a complex question into subtopics. It runs multiple searches at the same time to build a complete answer.
The AI can even figure out commercial intent from informational searches. For example, if someone searches “why is my pool green?”, they’re not looking to buy, but the AI knows they probably need pool cleaning supplies.
The AI matches your offering to the user’s inferred need, based on the context of their search. If your campaign assumes people search in isolated moments, you’re missing the bigger picture.
What Does an Intent-First Strategy Actually Mean?
Going intent-first doesn’t mean abandoning keywords altogether. You still need them. It means keywords are no longer the most important thing. Instead, focus on why someone is searching.
Consider these questions when planning your campaigns:
- What problem is the user trying to solve?
- What stage of the buying process are they in?
- What are they hoping to achieve?
The same intent can appear through many different searches. The same search can also show different intents, depending on the situation.
Practical Changes When Using Intent-First
Organizing campaigns around intent impacts where your ads can show up. To appear in AI Overviews or AI Mode, you need broad match keywords.
Broad match keywords, Performance Max, or the new AI Max for Search campaigns are now essential for AI-driven formats. Exact and phrase match still work for brand protection.
Landing pages need to do more than list product features. Explain why and how someone should use your product. Google’s AI rewards pages that directly address the user’s problem. Also, read about the recent Google exposes ChatGPT convos your ai secrets now public and stay informed.
The algorithm values rich metadata. Use high-quality images, and complete all the attributes in your shopping feeds. Customer Match lists can also help the AI learn which users are most valuable.
Potential Challenges of Intent-First Campaigns
There are some challenges to be aware of with intent-first campaigns. Google doesn’t show you how ads perform specifically in AI Mode versus traditional search.
AI-powered campaigns need a good amount of conversion data to work well. Smaller advertisers might struggle to get enough data to train the algorithms. This also means AI Mode often attracts users early in their buying journey.
Conversion rates might not match what you see with bottom-of-the-funnel searches. If you are from Pakistan and need expert help in SEO contact Top SEO Company In Pakistan.
Getting Started with Intent-First
You don’t have to change everything at once. Start with one campaign. Pick one where you think intent is more complex than the keywords suggest.
Map your campaigns to user goals, not just search terms. Test broad match in a limited way. Rewrite a landing page to answer “why” instead of just listing features.
Thinking intent-first is a long-term strategy. It’s the best way to adapt as Google introduces new AI-driven ad formats.
FAQs
What does “intent-first” mean in Google Ads?
“Intent-first” means focusing on the user’s underlying goal, not just the keywords they use. It’s about understanding why someone is searching and tailoring your ads and landing pages to meet that need. This approach is becoming more crucial as Google’s AI gets better at understanding search intent.
Are keywords still important in an intent-first strategy?
Yes, keywords are still important, but their role changes. Instead of being the primary organizing principle, they become tools to understand and target specific intents. You’ll group keywords by the user’s intent, not just by match type, and use them to inform your ad copy and landing page content.
How does broad match work with an intent-first strategy?
Broad match becomes more important because it allows Google’s AI to identify relevant searches that you might not have thought of. By using broad match, you give the AI more freedom to match your ads to a wider range of user intents, which can increase your reach and visibility in AI-driven formats.
What kind of landing page content works best with intent-first?
The best landing pages focus on solving the user’s problem and addressing their needs. Instead of just listing product features, explain why someone should use your product and how it will benefit them. Focus on creating content that aligns with the user’s intent and provides a clear path to conversion.
How can I measure the success of an intent-first campaign?
Since Google doesn’t provide specific reporting for AI Mode, you’ll need to monitor overall cost-per-conversion and analyze user behavior. Look at metrics like time on page, bounce rate, and conversion rates to understand how well your landing pages are meeting user needs. You may need to adjust your definition of success to account for the high-funnel nature of AI-driven traffic.
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