A Guide To Custom Intent Campaigns in Google Ads

Whether you are new to PPC marketing or a veteran, there is always value in learning new tricks. Custom Intent campaigns allow advertisers to get more out of Google’s Display Network. Introduced at the tail-end of 2017, there are plenty of things to learn about custom intent audiences and campaigns.

How To Create A Custom Intent Audience

The first step to running a custom intent campaign is to define your audience. The best part of custom intent audiences is that they are as variable as you want them to be. Custom intent audiences can be extremely broad or carefully targeted. But for optimal results, you want a target audience that is relevant to your ads, landing pages, and business offerings. Your custom audience is going to be comprised of keywords and URLs. Ads will be served on the Google Display Network based on customers who are frequently searching for selected keywords or visiting selected URLs.

How To Find Keywords

The best way to find keywords for a custom intent campaign is similar to finding keywords for general website SEO. The key to keyword research is to focus on audience intent as well as what content already exists on your website. IF you already have well-optimized landing pages for your Google Ads campaigns, you should check to see what keywords are bringing people to these pages organically. Those keywords can give you insight to what topics your customers are searching for. Another great strategy is to leverage your competition’s high performing keywords. Custom intent audiences allow many competitive advantages, whether you are creating audiences based on local competition or online competition.

Competitive Advantages to Custom Intent Campaigns

Selecting URLs for a custom intent audiences creates some competitive benefit. In essence, a business can create a custom intent audience based around the URLs from their competition’s websites. To really make an impact, we suggest that you do some competitor analysis. There are many competitive research tools on the market including the Competitive Research Toolkit from SEMRush. Using these tools, you can find your competition’s best-performing pages, as well as the keywords that are organically bringing customers to these pages. With these URLs and keywords, your ads can be displayed to users who are visiting your competition’s websites or searching for keywords that your competition is optimizing for.

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