Master Your PPC Keyword Strategy: Aligning Search Intent with Funnel Stages

Effective keyword targeting is not just about picking the right words; it’s about understanding what your audience wants at different stages of their journey. By aligning search intent with the marketing funnel, you can create a PPC strategy that drives better results and maximizes ROI.

This newsletter breaks down the steps to:

• Understand how people search.
• Match search intent with funnel stages.
• Plan a keyword strategy to capture intent effectively.

Let’s dive in!

1. How People Search: The Three Approaches

People typically search in three ways:

1. By the exact name of a product or service.
2. By what they think it’s called.
3. By exploring related terms.

Even high-intent searches might include incorrect terms. For instance:

• Correct term: “Family lawyer near me.”
• Incorrect but high-intent term: “Divorce lawyer for families near me.”

Key Insight: Even at the top of the funnel, users may show high intent depending on their long-term goals. For example, “What to do if I’m sued” signals intent but remains in the research phase.

2. Aligning Keywords with Funnel Stages

Top-of-Funnel (Awareness Stage)

These users are researching but not ready to buy yet. Keywords here are informational and broader.

• Example: “Best ways to save on home remodeling.”
• Strategy: Use ads that link to helpful resources, like idea galleries or guides.

Middle-of-Funnel (Consideration Stage)

These users are evaluating options.

• Example: “Affordable kitchen remodeling services.”
• Strategy: Offer detailed service descriptions and case studies.

Bottom-of-Funnel (Decision Stage)

These users are ready to act and are searching for specific solutions.

• Example: “Kitchen remodeling company near me.”
• Strategy: Use strong CTAs and showcase your unique selling points.

Pro Tip: Longer sales cycles benefit from starting with top-of-funnel keywords. For example, a landscaping company could target “Garden design ideas” to nurture leads before they’re ready to hire for “Landscape design services near me.”

3. Leveraging Automation for Search Intent

Automation tools like Google Ads’ broad match and automated bidding can help you test keywords more efficiently.

• Why it works: Modern broad match now factors in user intent, past behavior, and keyword variations, reducing the need to manually test each variation.
• How to use it: Run broad match tests for both top- and bottom-of-funnel keywords to uncover new opportunities.

4. Regularly Monitor Industry Trends

Keyword trends evolve. Stay ahead by:

• Using tools like Google Trends and Keyword Planner.
• Analyzing competitor strategies.
• Adjusting campaigns based on seasonality or market shifts.

For instance, a fitness trainer might notice increased searches for “Home workout plans” in January and shift ad budgets accordingly.

5. Structuring Campaigns for Success

Your campaign structure can make or break your results. Follow these guidelines:

• Group keywords by theme: Ensure keywords, ad copy, and landing pages are closely aligned.
• Separate campaigns for testing: Keep top-of-funnel tests in distinct campaigns to avoid budget overlap with high-performing keywords.
• Conduct negative keyword research: Eliminate irrelevant searches to save on ad spend.

Example: A law firm might exclude terms like “Free legal advice” if they don’t offer complimentary consultations.

6. Crafting Ads for Search Intent

Your ad copy should match the user’s intent:

• Informational searches:
• Transactional searches:

7. Testing and Refining

Use A/B testing to refine:

• Ad copy: Does “Schedule Your Free Consultation” outperform “Talk to an Expert Today”?
• Keywords: Which top-of-funnel terms eventually convert into leads?
• Landing pages: Are they driving action, or do they need better CTAs?

Final Thoughts

Aligning your PPC keyword strategy with search intent and funnel stages isn’t just about better ads; it’s about understanding your audience and meeting them where they are. Whether they’re researching or ready to buy, a well-thought-out strategy ensures you’re there every step of the way.

By following these practices, you can:

• Target high-value audiences.
• Reduce wasted ad spend.
• Achieve sustainable growth in your paid search campaigns.

What strategies have worked best for you when aligning search intent with your PPC campaigns? Share your thoughts in the comments!