How can you effectively target high-intent users with digital advertising?

High-intent users are those who are actively looking for a solution to a problem, a need, or a desire. They are more likely to convert into customers than low-intent users, who are just browsing or exploring. But how can you effectively target high-intent users with digital advertising? Here are some tips to help you craft a winning strategy.

1 Use keyword research

Keyword research is the process of finding and analyzing the words and phrases that your target audience uses when searching for information, products, or services online. By using keyword research tools, such as Google Keyword Planner, you can identify the most relevant and profitable keywords for your business. You can also use keyword research to segment your audience based on their search intent, which is the goal or purpose behind their query. For example, some keywords may indicate that the user is looking for information (such as "how to"), while others may indicate that the user is ready to buy (such as "best price"). By targeting keywords that match the high-intent stage of the buyer's journey, you can increase your chances of reaching and converting your ideal customers.

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Scott Ensign

Chief Strategy Officer at Butler/Till | Leading Innovation and Strategy
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Biddable media strategies are well-suited to target high-intent users. The most obvious of these is paid search, where users are actively declaring their intent through their search activity. Other channels like YouTube and programmatic use search history to target ads to high-intent users as well. Retail media is also a natural way to target users who are explicitly in-market for specific products and services.

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Trishi Sharma

Helping Businesses to grow | Working with Global CEO and Founders to Build Strong Brand | Corporate Speaker
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Keywords play an important role for scaling any business, taking a basic example of how your buyer search for the product you are selling. As per your understanding the buyer search for X keyword but the search volume for that word is very less, so you look for related keywords to x, that will give you Y and Z keyword which has higher search volume. And you can use those related keywords with high search volume for your business to grow online

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2 Create relevant and engaging ads

Once you have identified your high-intent keywords, you need to create ads that match the user's query and expectations. Your ads should be relevant, engaging, and persuasive, and should clearly communicate your value proposition and your unique selling point. You should also use clear and compelling calls to action that encourage the user to take the next step, such as clicking on your landing page, signing up for a free trial, or making a purchase. Additionally, you should use ad extensions, such as sitelinks, callouts, or reviews, to provide more information and benefits to the user and to increase your ad's visibility and click-through rate.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & Salesforce Consultant
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Go beyond showcasing features and benefits. Connect with your audience on an emotional level. Understand the pain points, desires, or aspirations of your high-intent users and craft your ad to address these feelings. Whether it's the relief of solving a problem or the joy of achieving a goal, your ad should evoke emotions that resonate with your audience. When users feel that you truly understand their needs and desires, they are more likely to engage with your ad and take action.

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3 Optimize your landing pages

Your landing pages are the pages that your users land on after clicking on your ads. They are crucial for converting your high-intent users into leads or customers, as they provide the opportunity to deliver on your ad's promise and to convince the user to take action. Therefore, you should optimize your landing pages to ensure that they are relevant, attractive, and easy to navigate. You should also make sure that they match the user's intent and the keyword that triggered your ad, and that they provide a clear and consistent message throughout. Moreover, you should use persuasive elements, such as headlines, images, videos, testimonials, or guarantees, to build trust and credibility and to motivate the user to complete your desired action.

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Decima M.

Fractional Marketing & PR Leader | MarComms Consultant | DEI Advocate | Strategic Brand Management | Empowering Mentor | Driven by Human Psyche & Why Behind It
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Another prime item to remember is when you use landing pages, your feel and copy must match where your user came from. If your landing page goes to a random home page or an irrelevant topic from what you were promoting, your bounce rates will reflect that, and you need to rethink your landing page. The landing page should be a continuation of the information the consumer is looking for, or found interesting enough to continue their journey.

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4 Track and measure your results

Finally, you should track and measure your results to evaluate the effectiveness of your digital advertising strategy and to identify areas for improvement. You should use tools, such as Google Analytics, Google Ads, or Facebook Pixel, to monitor and analyze your key performance indicators, such as impressions, clicks, conversions, cost per click, cost per acquisition, return on ad spend, or conversion rate. You should also use tools, such as Google Optimize, to conduct A/B testing or multivariate testing to compare different versions of your ads or landing pages and to determine which ones perform better. By tracking and measuring your results, you can optimize your digital advertising strategy and increase your return on investment.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you effectively target high-intent users with digital advertising?

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3

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1 Use keyword research

2 Create relevant and engaging ads

3 Optimize your landing pages

4 Track and measure your results

5 Here’s what else to consider

Digital Strategy

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How can you effectively target high-intent users with digital advertising?

1

2

3

4

5

1 Use keyword research

2 Create relevant and engaging ads

3 Optimize your landing pages

4 Track and measure your results

5 Here’s what else to consider

Digital Strategy

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