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Keyword Targeting

Ideally, a paid search ad on Google and other search engines should only be placed if the ad matches the user’s search query. By means of Keyword Targeting the ad placement can be optimized.


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What is Keyword Targeting?

Keyword Targeting refers to the selection of keywords for which a paid ad is to be placed in the search results when a search engine user enters the keyword in question for a search. The starting point for keyword selection is the user’s search intent.

Keyword Targeting and keyword research based on user intention

Prior to the selection of suitable keywords, an extensive keyword research is carried out. In order to find suitable keywords, advertisers should try to understand which search terms users use and with what intention. Here, for example, a distinction is made between whether the user is looking for information or wants to buy a product. In search engine marketing, keywords are therefore differentiated based on the search intention as follows:

  • Informational – Information search
  • Transactional / Commercial – Purchase intention
  • Navigational – Search for a specific website
  • Brand – Search for information about a specific brand

In the Quality Rater Guidelines Google distinguishes the search intentions according to

  • Do – corresponds to Transactional
  • Know – corresponds to Informational
  • Go – corresponds to Navigational

According to the User Intention, suitable keywords can then be selected and web page content as well as ads can be created that are targeted to this search intention.

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