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Keyword Strategy and Intent Mapping

Objective​

Map keywords to user intent so budget flows to highest-value demand first.

Intent Tiers​

  • Tier 1: High purchase intent (service + city, buy-now terms)
  • Tier 2: Commercial research (best, compare, pricing)
  • Tier 3: Early research (how to, informational)

SOP​

  1. Build seed list from product/service pages and sales calls.
  2. Classify keywords by intent and expected conversion quality.
  3. Assign match types by control requirement.
  4. Pair each cluster with dedicated ad messaging.
  5. Add negative themes before launch.

Prioritization Rule​

Allocate initial budget in this order: Tier 1 -> Tier 2 -> Tier 3.

QA Checklist​

  • Every ad group has a clear intent label
  • Match type mix is intentional, not random
  • Landing page message matches intent cluster

Next Step​

Return to the module overview and continue with the next lesson in sequence.