Combine keywords + Ad Messages to deliver personalized messages
| Type | What the searcher wants | How I use it |
|---|---|---|
| Informational | To get step-by-step instructions or general information, with no intention of buying right away. Example: “How to bake a chocolate cake” | Top-of-funnel campaigns: educational content, blog promotion, video tutorials |
| Navigational | To go straight to a site or page they already know. Example: “[Website Example] login page” | Negative keywords like “[Your Brand] login” or “[Your Brand] careers”, to focus budget on commercial searches |
| Commercial | To compare brands or features before a purchase decision later. Example: “Best laptops for students” | Middle-of-funnel campaigns: product comparisons, discounts, promotions |
| Transactional | To buy or take action. Example: “Buy Nike running shoes online” | Bottom of funnel: ad copy with clear CTAs like “Buy Now” |
𝟭. 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “How to bake a chocolate cake”
Step-by-step instructions or general information about baking a chocolate cake, with no intention of buying anything immediately
𝗧𝗶𝗽: Use these for top-of-funnel campaigns like educational content, blog promotion, or video tutorials
𝟮. 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “[Website Example] login page”
Knows the site or page they want to visit (e.g., amazon) and is using the search engine to navigate there directly
𝗧𝗶𝗽: Use negative keywords like “[Your Brand] login” or “[Your Brand] careers” to avoid paying for searches where users are looking for non-commercial actions
𝟯. 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “Best laptops for students”
Researching options and comparing brands or features, likely preparing to make a purchasing decision later.
𝗧𝗶𝗽: Focus on middle-of-funnel campaigns like product comparisons, discounts, or promotions.
𝟰. 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗞𝗲𝘆𝘄𝗼𝗿𝗱𝘀
Example: “Buy Nike running shoes online”
Ready to make a purchase or take action, such as buying the specific product mentioned.
𝗧𝗶𝗽: These are bottom-of-funnel keywords where users are ready to convert. Optimize your ad copy with clear CTAs like “Buy Now” or “Limited Time Offer.”
Keywords can hold multiple meanings depending on the reader’s intent. Always align your message to their stage in the funnel.
