Going after broader terms also hamstrings your creative and messaging. When the audience is broad, you can’t craft the kind of targeted messaging that speaks to the target audience you need to attract. The solution is to stop spending budget and effort on broad, prospecting terms and refocus your content marketing, PPC, and search efforts on the highest intent keywords—even if they report low volume. High intent keywords are simply phrases and words that indicate the person searching is eager and ready to buy whatever it is you’re selling.
For example, people searching the keyword “marketing” might have all kinds of motivations and needs—that’s a broad keyword. But people searching for “B2B content marketing agencies” are looking for something estonia consumer email address much more specific. You can infer from their search that they have buying intent to work with a B2B content marketing agency. From there, finding the best keywords for traffic quality comes down to testing in Google Ads (formerly Google AdWords).
ad groups (SKAGs) to identify which keywords send the highest quality traffic. Testing with SKAGs enables you to use hyper-targeted ad copy and creative—so you have the best chance to get a qualified click. Once you know the keywords that bring in quality traffic, you can use them across your marketing—from SEO landing pages to content to ad creative.