30 Aug '12, 1pm

How to Leverage Consumer Intent to Maximize PPC Performance

Intention is a critical facet of the search landscape. The underlying intention of a user’s search begins the process of crafting ads and landing page content. We need to truly understand what the user intended to receive upon searching in order to best deliver our services and information. Search pros often talk about “mapping consumer intent to the search query” in order to better optimize campaign performance. While that sounds great in an elevator pitch, what does that mean really, and how do you really leverage consumer intent to maximize performance? There are actually a few concrete steps you can take to begin leveraging consumer’s intentions to better your PPC campaign. Step 1: Bucket Your Keywords When we think about the traditional method of organizing keywords, we often look to the website’s content architecture for guidance. We’ll also look at campaign performa...

Full article: http://searchenginewatch.com/article/2201662/How-to-Lever...

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How to Leverage Consumer Intent to Maximize PPC...

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Intention is a critical facet of the search landscape. The underlying intention of a user’s search begins the process of c...

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