Organizing campaigns around what consumers want improves response.

In fact, understanding consumer intent is the key to boosting campaign ROI.

Many advertisers get drowned out in the noise—they’re bombarding the same people as their competitors are, with fairly generic ads. But as every advertiser knows, if an ad isn’t relevant—if it’s too generic to meet a consumer’s specific needs—it won’t resonate.

To be effective, you must deliver relevant ads. We are hearing more and more companies and analysts talk about targeting using consumer intent. Why? Because intent is what the person wants right now. If you can find and target the consumer when they are ready to buy, you can increase conversions at a much lower cost than traditional “keyword spray and pray” methods. Also, once you understand the consumer intents that are relevant for your business, you can start to think more like consumers and predict which consumers will have certain intents in the future. It is a really customer centric way of thinking.

Understanding intent is critically important to creating relevant advertising—advertising that goes beyond interests, behavior, and attitudes to show consumers exactly what they want to see, when they want to see it. Delivering resonant advertising results in higher click-through and conversion rates, and higher campaign ROI. Decode consumer intent, and you know whether a consumer wants to buy a new car now, or is simply doing research for a purchase sometime in the future. Know who a person is, and you can determine whether the consumer looking for a ticket from New York to Los Angeles might consider business class—or would never in a million years pay for a premium seat. In short, you can deliver ads that are relevant right now.

Intent is the foundation for effective advertising. And capturing consumer intent, not to mention using it to create relevant ads, isn’t easy. But that’s what Adchemy is all about. We love figuring out how to understand, structure, and map intent—how to give advertisers what they need to create highly relevant, resonant ads and landing pages based on key indicators of intent. Advertising that translates into higher click-through rates, conversion rates, and ROI. There is a need in the industry for more intelligent and technology driven way of understanding consumer intent and applying that to all of your marketing efforts.