We believe that you should market to underlying intent rather than individual keywords.

To deliver relevant advertising on a massive scale, you must change the paradigm.

The more relevant an ad, the more likely that consumers will click. And the more relevant the landing page, the more likely they’ll make a purchase. The problem: It’s difficult to achieve relevance when a campaign covers thousands of keywords.

The solution: Structure campaigns around consumer intent, not individual keywords. It’s a new way of thinking that means less management, more results.

Many keywords are not unique and unrelated. Someone searching for “Panasonic 12 MP camera” is most likely looking for the same thing as someone searching for “Lumix 12 megapixels.” The queries differ, but the intent is the same. Understand underlying intent, and you can group the right keywords—and create compelling ads. Instead of marketing to all possible combinations of keywords, you market to the consumer’s intent to purchase a Panasonic digital camera. Show that you understand what the consumer is looking for, and that you have the exact product to meet his or her needs.

Managing campaigns by intent, not keyword, lets marketers do what was once impossible: decrease complexity while increasing relevance. Shifting the focus from keyword to intent also makes it possible to generate more relevant keywords and group them by intent. You create ad groups with similar intent, then automatically generate ad copy using intents contained in those groups. You even dynamically generate landing pages targeted to user intent, and optimize bids based on intent. Focusing on intent not only improves relevance on a massive scale—it makes campaign management infinitely easier. Who wouldn’t want to manage a thousand intents instead of millions of keywords?