Getting the most out of user intent

Many search marketers fail to understand the value
of user intent. Keywords that show high intent or that have proven to drive consistent assists should
be given high priority.

To prioritize these terms, they should be isolated in their own ad groups or at times their own
campaigns. This allows you to allocate specific budgets to these terms, place them in ad groups
with hyper relevant ad copy and design tailored landing pages to maximize results.

Think of the context of intent as helping you identify your Most Valuable Players and set them up for
success. In many cases, these players will carry the entire campaign.

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