Bidding on High-Intent Keywords in PPC Campaigns

5 Strategies for Bidding on High-Intent Keywords in PPC Campaigns

Welcome to the world of PPC campaigns, where bidding on high-intent keywords can make all the difference in driving traffic to your website and generating quality leads. As a digital marketing expert, you know that choosing the right keywords is crucial for your PPC campaign’s success. But have you ever considered the importance of bidding on high-intent keywords? 

These are the keywords that potential customers use when they’re ready to make a purchase or take action. By bidding on these keywords, you can increase the likelihood of your ad being seen by those who are most likely to convert. 

In this article, we’ll talk about the benefits of bidding on high-intent keywords, how to find them, and how to get the most out of your PPC campaigns. So get ready to take your PPC campaigns to the next level by mastering the art of bidding on high-intent keywords.

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Understanding the Importance of High-Intent Keywords

High-intent keywords are the search terms that indicate a user’s intention to make a purchase or take action. These keywords are critical for PPC campaigns because they help businesses reach potential customers who are most likely to convert.

When a user types a high-intent keyword into a search engine, they are indicating their readiness to buy or take action. For example, someone searching for “buy running shoes” is more likely to convert than someone searching for “running shoe reviews.” By bidding on high-intent keywords, you can increase your chances of getting your ad in front of the right people at the right time.

Bidding on keywords with high intent is another good way to raise the relevance score of your ad. Relevance score is a metric used by search engines to determine the relevance of an ad to the user’s search query. By bidding on high-intent keywords, you can improve your ad’s relevance score, which can lead to a higher click-through rate and lower cost-per-click.

Types of High-Intent Keywords

There are several types of high-intent keywords that you can bid on in your PPC campaigns. 

Here are a few examples:

  • Transactional Keywords: These are keywords that indicate a user’s intention to make a purchase. Examples of transactional keywords include “buy,” “order,” and “purchase.”
  • Informational Keywords: These are keywords that indicate a user’s intention to learn more about a product or service before making a purchase. Examples of informational keywords include “review,” “comparison,” and “best.”
  • Branded Keywords: These are keywords that include your brand name or product name. Bidding on branded keywords can help you reach users who are already familiar with your brand and increase brand awareness.

It’s important to bid on a variety of high-intent keywords to reach a broader audience and increase your chances of conversion.

Keyword Research for High-Intent Keywords

Keyword research is the foundation of any successful PPC campaign. When it comes to bidding on high-intent keywords, your keyword research should focus on identifying keywords that indicate a user’s intention to make a purchase or take action.

Start by coming up with a list of high-intent keywords that could be used to describe your product or service. Use tools like Google Keyword Planner or SEMrush to find related keywords and add to your list.

Look for keywords with high search volume and low competition. These keywords are more likely to be high-intent keywords that can drive traffic and conversions to your website.

Consider using long-tail keywords, which are longer phrases that are more specific and targeted. Long-tail keywords usually have lower search volumes but higher conversion rates because they are more specific to the user’s search intent.

Creating Targeted Ad Copy for High-Intent Keywords

Once you’ve found your high-intent keywords, it’s important to make ads that speak directly to the needs and interests of your target audience. Your ad copy should include the keyword in the headline and description to make it clear to users that your ad is relevant to their search query.

Use emotional triggers and persuasive language to entice users to click on your ad and take action. Highlight the benefits of your product or service and address any pain points that your target audience may have.

Make sure your ad copy is consistent with your landing page copy to create a seamless user experience. The more relevant your ad is to the user’s search query, the higher your ad’s relevance score will be.

Setting Up Landing Pages for High-Intent Keywords

Your landing page is where users will ultimately land after clicking on your ad. It’s crucial to create a landing page that is relevant to the user’s search query and provides a clear and compelling call-to-action.

Your landing page should include the keyword in the headline and body copy to reinforce the relevance of your page to the user’s search query. Use convincing language and emotional triggers to get people to do things like fill out a form or buy something.

Make sure your landing page is mobile-friendly and loads quickly, as slow-loading pages can increase bounce rates and lower your conversion rates.

Optimizing Bids for High-Intent Keywords

Bidding on high-intent keywords can be more competitive and expensive than bidding on other keywords. It’s essential to optimize your bids to ensure that you’re getting the most value for your budget.

Start by setting your bids to the estimated first-page bid, which is the amount you need to bid to have your ad appear on the first page of search results. Keep an eye on how your ad is doing and change your bids as needed to make your ad more visible and get the most out of your investment.

Consider using bid modifiers to adjust your bids based on factors such as location, device, and time of day. Bid modifiers can help you target your ads to specific audiences and increase your ad’s relevance.

Tracking and Analyzing Performance Metrics

To improve your PPC campaigns and get the most out of your investment, you need to track and analyze performance metrics. Use tools such as Google Analytics or AdWords to track metrics such as click-through rate, conversion rate, and cost-per-click.

Analyze your data to find places to improve and make decisions based on the data to improve your campaigns. Look for trends and patterns in your data and adjust your bids, ad copy, or landing pages accordingly.

Tools for Managing High-Intent Keyword Campaigns

Managing high-intent keyword campaigns can be time-consuming and complex. Consider using tools such as AdWords Editor or third-party management tools such as WordStream or AdEspresso to streamline your campaign management and optimize your performance.

These tools can help you manage your bids, ad copy, and landing pages, as well as provide insights and recommendations for improving your campaigns.

Common Mistakes to Avoid When Bidding on High-Intent Keywords

Bidding on high-intent keywords can be challenging, and there are several common mistakes that businesses make when creating their campaigns. Here are a few to avoid:

  • Bidding on Irrelevant Keywords: Bidding on keywords that are not relevant to your product or service can lead to wasted ad spend and low-quality traffic.
  • Using Generic Ad Copy: Generic ad copy that does not speak to your target audience’s needs and interests can lead to low click-through rates and low conversion rates.
  • Sending Traffic to Irrelevant Landing Pages: Sending users to landing pages that are not relevant to their search query can increase bounce rates and lower your conversion rates.
  • Not Monitoring Performance Metrics: Failing to track and analyze your campaign’s performance metrics can lead to missed opportunities for optimization and lower ROI.


Bidding on high-intent keywords is a powerful way to drive traffic and conversions to your website. 

By knowing how important high-intent keywords are, doing thorough keyword research, writing targeted ad copy and landing pages, and optimizing your bids and performance metrics, you can create successful PPC campaigns that get real results. 

So, start bidding on high-intent keywords today and take your PPC campaigns to the next level.

Is your marketing strategy a tad lackluster? Read about the latest marketing hacks and industry trends on the Kadima Digital Blog.


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